What are the trends of future marketing?
What will good marketing content be made of?
How will mobile marketing change from the current situation?
1. What will good marketing content be made of?
Marketing content is becoming more and more interactive. This trend will only grow in the future. A survey conducted by Demand Metric has shown that interactive content marketing helps businesses to get distinction in the market – especially among immediate competitors.
You cannot escape from the reality that online audiences has become more powerful than ever. Take an example of yours, before buying anything online, you start browsing several sites to ensure you make the best purchase.
If you own a business, what are you doing to attract customers to your product or services? Modern customers love to perform an online search before making a purchase and you need to provide them content to progress that journey.
Interactive content lays a firm foundation for generating and converting leads. Further, it makes your marketing plan livelier and engaging, so it yields magical outcomes for your business. (Source)
Since Snapchat has surpassed Facebook in total video views, it’s about time we started to take notice at Content Marketing World .
Snapchat is quickly becoming a powerful new tool brands can use to engage with their audiences, thanks to the more than 100 million people using Snapchat every day. They’re watching and sharing more than 7 billion video clips. This social media platform is estimated to grow more and more in the future. (Source)
7 Marketing Content Trends
- Organic reach is declining significantly.
For the last few years, social media platforms have been the dominant force in content popularity; they’re the most popular platforms for people to get news and information, and the floodgates that can allow torrents of followers to make a piece go viral. But lately, social media platforms—Facebook especially—have been downsizing the level of organic visibility that publishers and brands can achieve without paying money for advertising. One of Facebook’s latest updates was particularly crushing to the visibility of content in individual users’ newsfeeds. This is forcing content marketers to think about content production and distribution in new ways.
- Demand for interactive content is growing quickly.
Thanksto the sheer volume of companies and individuals in the content marketing game, plain vanilla content is no longer enough to stand out from the pack. Furthermore, as brands publish better, more interesting content in an effort to do so, reader expectations get higher and higher. Now, readers want more of an interactive experience, with some degree of variability and an amount of influence over the end resulting experience. Content marketers are picking up on this trend and are offering more opportunities like quizzes, calculators, flowcharts, polls, and other ways for users to get directly involved with the content they produce.
- The quality gap is widening.
There’s always been a “quality gap” when it comes to content, but it’s growing wider as more brands enter the content marketing game. Only a small percentage of all content produced ever gets any likes or shares, and those get the vast majority of all likes and shares on the Internet. Meanwhile, the vast majority of content doesn’t meet the threshold of “quality” necessary to see these results, and they end up generating no meaningful attention. Because competition is increasing and users’ expectations are increasing, this quality gap is growing larger, meaning it’s more difficult than ever for content to achieve the reach and visibility it needs to yield a positive ROI.
- Video content is skyrocketing in popularity.
There’s no question that video content is one of the biggest content marketing trends of the past few years. It’s easier than ever for users to watch videos, thanks to mobile technology and near-universal Wi-Fi, and it’s easier for publishers to produce and syndicate them. When done right, they’re highly effective ways to communicate information, and since they’re visual, they tend to stand out more than a written post (or even an image) could. The floodgates are open, and videos are pouring in to fill the void.
- Podcasts are rising in popularity.
In our age of video content, it seems strange to think a format like podcasts is seeing a resurgence in popularity—but it is. More people are downloading and listening to podcasts regularly, and content publishers are finding it easier to find and build a niche audience for their respective brands. Part of the appeal is the ease of getting started with podcasting, along with its relatively easy integration with other media formats.
- User-generated content is on the rise.
Why produce your own content when you can have your users can do it for you? It sounds a little crazy, but it can be quite effective. There are many ways to encourage your users to create content on behalf of your brand; you could open up a public forum for your users to engage with one another, sponsor a social media-based contest to facilitate user submissions meeting certain criteria, conduct a survey of your email newsletter subscribers and use the data to compile a report, or even solicit guest posts from willing contributors who have enough experience to add value to your blog. These tactics give you new content, spare you effort, and get your users involved simultaneously—no wonder why it’s one of 2016’s biggest content trends.
- Personalization and segmentation are becoming necessary to reach the right customers.
Due to increasing competitive pressures and rising user demand for highly specialized content, more content marketers are starting to turn toward personalization and segmentation strategies to create content that’s a better fit for their respective audiences. Rather than casting a wide net with a broad range of topics, content marketers are starting to opt for more specific niches. In cases where companies have multiple target audiences or where they can’t settle on one niche, offering multiple forms of content—on separate blogs or through separate brands—is becoming popular. (Source)
2. How will mobile marketing change from the current situation?
Mobile Video: More Pervasive and Turning Vertical
Mobile video is already a big deal. Users love portable entertainment that doesn’t require the bulkiness of a TV screen, and mobile advertisers are catching on.
Apps: Practical Lifestyle Fit Over Novelty
When apps were first developed, there was a sense of novelty about them. They were cool, new things that let you use your phone in ways that you’d never imagined a phone could be used.
But now that apps are so pervasive, and every company has one, that novelty is wearing off. Fast. In fact, you could say it’s already gone.
And though most companies want to expand their apps’ capacities for more novelty, they’re limited on how much their customers can actually use their apps in day-to-day moments outside of Wi-Fi zones, due to data limits and overage charges phone companies impose.
So instead of downloading one app to use for to-do lists, one for calendar scheduling, one for checking the weather, and one for planning your driving routes, users are going to opt for the one app that offers all of those things.
This approach fits a company’s desire to do more with their apps and therefore be a greater part of their customer’s lives while also fitting the customer need to not use so much data across so many apps.
In the future, the functionality of apps will shift in this direction in a very real and tangible way, and the companies that take advantage of this trend before their competitors will have a distinct advantage.
Location-Based Marketing: Push Notifications Gaining Even More Ground
From a marketing and revenue-driving standpoint, this is something that smart marketers are already taking advantage of.
But the data behind exactly how well these geo-targeting push campaigns work is so impossible to ignore, that it’s undeniable we’ll see more of it in 2016. When 84% of millennials are already acting on something, you know you can’t ignore it.
Take this example: it’s the weekend, you’re visiting a friend’s city, walking downtown, and your favorite travel app sends you a notification about all the great lunch deals going on in the area. You check your phone and see the small restaurant across the street, though tiny, has a 4.5-star rating and is offering a buy-one-get-one 50% off on all lunch plates. The photos of the food look delicious, and you are getting hungry. So who gets your lunch dollars? That tiny restaurant you otherwise wouldn’t have noticed.
Notice the huge opportunity for both the small restaurant to use the large app’s reach, and for the large app to increase revenues. This type of push notification via location-based marketing is a win-win strategy all around.
As a business owner, advertising hardware like Apple’s iBeacon could help you create a more interactive experience with people walking through your neighborhood—making your marketing efforts both easier to execute and more meaningful.
Think about how often social media geo-tagging happens every single day on social media. If your business has any aspect of location built into it, 2016 is the year to start taking advantage of location-based push notifications if you haven’t already. (Source)
Mobile Apps In Google Search Results
Google has started widening their first page search results to include mobile apps for the first time. Where you would normally see ads or universal search results in the top spots, you can find Google Play and iTunes recommendations right on the first page.
They come with additional meta information, such as price and rating. If you are promoting any apps it is a great time to start upping your SEO game on those marketplaces. Of all of the trends on this list, this is the one that is probably going to have the most impact.
Apps already make up a huge chunk of mobile usage these days. Even if you don’t have an app yet, it is worth making one just to take advantage of their popularity, and Google’s new promo guidelines.
Traditionally mobile-only, Instagram is growing by the day, and they have been getting into the advertising game for awhile as their user base increases. Some bigger brands have been getting on board with the platform and started marketing from there, but the crowd is still pretty thin.
That makes it a great place to start setting your own ads, with great returns. Of course that means you should be putting a good amount of focus on your overall Instagram marketing strategy. If you haven’t launched one, it is a good time to start.
Snapchat and WhatsApp
Did you know younger consumers no longer use Facebook and Twitter? They have moved on, and mobile apps are the number one used platforms these days.
Snapchat and WhatsApp are growing in popularity, and could hold the potential for business use. It is time we kept an eye on both, and found ways to utilize the powerful network they provide.
Multi-Device Mobile Marketing
You have to keep in mind that not all mobile marketing is going to be received via smartphones. There are several different devices you need to take into consideration, including smartwatches and tablets.
Then there are gaming platforms, smart TVs, and even smart home devices. We are living in an age where you can stream television through a smart fridge. Times are changing. Your marketing efforts need to reflect that.
Video ads are a little bit controversial right now. The data still isn’t in on how effective they are, and different sources report wildly different success rates. But there is no denying that more brands are using them, including on mobile marketing.
Platforms like YouTube are especially reliant on the advertising form. You may want to consider jumping on the bandwagon and trying it for yourself.
Ecommerceand Social Combination
With Facebook focusing more on buy now” buttons, and platforms like Instagram and Pinterest really pushing the ecommerce side, we are now seeing a socialization of online consumerism.
The line between shopping cart and social media has been blurred, and it is time to take advantage of that. Not only can you begin to use social platforms for direct sales and lead building (which works great via mobile devices), but you can make your own site more social. The early, creative birds get the worms here.
New Payment Systems
Payment systems are seriously changing. Samsung has a payment platform that can be used almost anywhere, in spite of whether they are optimized for it or not.
Services like PayPal are being accepted from big names like Walmart. Smartphones have their own wallets, such as through Apple Pay. It is no longer an option to ignore these new ways to pay, because customers would rather go with a brand that offers the choice.
Customized Lifestyle Apps
What can we learn from products like the FitBit? That apps are no longer accessories, they are lifestyles.
People use mobile devices to reflect and enhance the way that they live, such as through fitness apps (FitBit, MyFitnessPal), financial assistance (Mint, Mint Bills), and even smart homes (iSmartAlarm). You can promote your services by creating a lifestyle based app of your own. (Source)