A few weeks to the end of the year, begin the analysis of the initiatives that can be trend-level digital marketing, in this case the report has been made by Headway Digital , company programmatic media buying, which focuses on aspects such as Native Video Mobile app or promotion.
As stated Martin said Kogan, CEO and co-founder of Digital Headway, "The 2015 was a big year for digital marketing: Advances in view ability, the boom of mobile marketing, the vast adoption of programmatic buying and digital audiences, were only some of the hot topics in the industry. "
Taking the above scenario, the following are 8 highlight trends in digital marketing for 2016:
- Mobile app promotion . "Smartphones and tablets, will continue transforming the digital marketing ecosystem. The m-commerce will continue to develop stimulating purchases via smartphones and tablets exceed U $ S 252 billion in 2020 (Forrester Research). In turn, the time they devote to their mobile users continue to spread, largely due to mobile applications (eMarketer). It is expected that in 2016 users on average allocated 3 hours and 15 minutes using apps (exceeding 2 hours and 51 minutes in 2014). It is for this reason that brands compete heavily to position itself in the apps stores. Promotional campaigns promoting mobile apps allow downloading these applications through traffic in inventory associated app and using innovative formats such as native and video ads.
- Native Video . Another trend that has been growing steadily since 2011 is the consumption of online video. Adults consume on average 5.5 hours per day of video and is expected that by 2017 74% of traffic comes from mobile video. What is the video format that is being consolidated by 2016? The natives videos. According to a study by ComScore, this is the format that has the highest growth in mobile advertising. Best practices include short videos that are able to capture the attention of users in the first 3 seconds. In addition, it is recommended that the strategy does not depend on the audio, since many users disable the sound while doing scroll.
- Social Media . With a trend pointing to the real-time markedly, Periscope and snapchat applications continue bringing immediacy to the fore. Traditional Social Media Marketing strategies such as content, contests and applications no longer suffice. Social Media ceased to be "managing the free" to become "the opportunity to connect with users with advanced segmentation tools." The market then will point to the Social Ads. Advertisers, through programmatic buying, inventory will have access to 100% social media to optimize each campaign objective and comprehensive granular form.
- Connected ID . One of the major concerns of advertisers this year was how to achieve a vision únicadel user through multiple devices. The solution will come from the Connected ID, user registration through a marketing platform that lets you know when and where the user sees an ad. It is possible for advertisers to specific campaigns for each medium, knowing what part of the funnel is the consumer, and thus create a more robust profile of each audience, customize the message and generate better results from their campaigns.
- Accurate data . Digital data audiences are still tuning. One of the main reasons is the increasingly widespread use of mobile devices. According to eMarketer, in 2016 the number of users with a smartphone will amount to 2 billion, a figure that will grow to 2.56 billion by 2018. This will involve more data of interest, shopping, navigation, and location, among others, as well more opportunities for advertisers.
- Micro moments and customization . Now, hearing these data represent a great challenge: precisely how to use them wisely, ie, customizing messages in each of the " micro moments "in which the consumer comes into contact with them.Consumers no longer expect brands to talk to them all the time, and with the same message, but only when they want.Each device has its own ID, therefore, advertisers have the opportunity to reach their target audience with the right message at the right time and with greater accuracy than ever before. This will continue not only in 2016 but will be extended to new levels, requiring 1-1 true relationship with the consumer.
- Programmatic . In 2015 we see a growing adoption of programmatic buying. According to eMarketer estimates, the market purchase program will continue to evolve thanks to mobile devices and the influence they have on social media, videos and native advertising. Compared to U $ S 9.33 billion to be invested this year in mobile display is expected to reach in 2016 the investment U $ S 14, 89 billion in the US alone.
- Latin America booming . One of the most dynamic regions for ad spending is Latin America: this year boasts a robust mobile market and growing (expected to smartphone penetration is 57% in 2019), one of the highest rates of use of social networks (95% of Internet users participate in at least one social network), and programmatic expanding market. The purchase program accounted for 35% of all display advertising in 2014, it is expected to represent 61% in 2018. Undoubtedly, this is an excellent region for investment and innovation, as recent trends seem perfectly amalgamated with the manners and customs of its inhabitants, and this condition is extremely positive for advertisers. "
