Today is the first working day in this calendar year, and if you are a digital marketing professional or entrepreneur, year 2016 holds some great opportunities for you and your organisation.
So whether you are a planner in some digital agency or leading the marketing for some e-startup. Here are some of the key digital and marketing trends to keep in mind before you start your work in 2016:
Trend # 1 – Good News! Digital is poised to surge ahead in 2016 as well
The growth in popularity of digital media continued to surge in 2015-16, with a significant growth in digital advertising of 44% due to emergence of ecommerce startups as a significant new category.
Trend # 2 – Mobile Internet is growing, but…
While the growth is happening in the mobile Internet users, majority of that growth is coming through the feature phones.
Trend 3 – Growth lies in Non urban towns
Currently, 80% of the Internet traffic comes from Top 14 cities in India. But this will change very shortly. With schemes like Digital India, there is a huge possibility that the digital divide would disappear in the near future. Is your brand ready for the next 1 billion digital customers?
Trend 4 – Content becomes king as display loses significance in Mobile
There is little difference between the most favoured mobile channels in India and the rest of the region, with display (including in-app) advertising the most common today
Display advertising is also expected to lose some significance over this period, falling from 69% adoption in India today to 52% in five years, although it will still be the most-used channel.
Content, including native and ‘advertorial’, is expected to see adoption rates rise strongly over the coming years.
Trend 5 – Search + Social would continue to dominate digital media
Google display, mail, horizontals & and social are dominating the display landscape for sometime. The trend would continue in 2016, in fact this could be the year when the pace of social media growth might surpass search in absolute terms.
Trend 6 – Mobile vs Desktop
Mobile traffic has already witnessed a huge surge. In 2015, Google finally stated that mobile traffic surpassed desktop traffic in ten countries. The search engine giant also introduced the Mobilegeddon algorithm update in order to level down websites not optimised for mobile devices. However, you are not required to have a desktop website optimised for mobile, as a mobile version of your website is just enough.
Trend 7 – Technology is dominating the online conversations
Within the GlobalWebIndex survey, digital consumers are asked if they have recently talked or posted an opinion online about 30 different subjects and product categories. If we rank these in India, it is technology, which dominates – with areas like mobiles and computers coming out on top.
Trend 8 – Mobile strategy will constantly overlap with Social Strategy
Considering 70% of audience is consuming social media on mobile only, it won’t be incorrect to say that, in 2016, mobile strategy would continuously overlap with social strategy. This is something the digital planners must keep into consideration before building overall digital matrix.