Digital Strategy 2016
Here at Clicky, we understand the importance of developing an effective strategy that encompasses the latest digital trends, approaches and channels available to us in order for your business to stay ahead of the competition and at the forefront of the latest technological advancements.
One of the more significant changes to the majority of strategies in 2016 is likely to be in a more data-driven approach, particularly as industries become more competitive online. Larger and more proactive brands will be seeking a greater level of detailed statistics to more intelligently promote in the digital space. As such, data driven marketing strategies will receive significant budgets as companies focus on buyer personas and setting strict key performance indicating metrics.
Coinciding with this methodology will be personalisation, with brands getting closer and more involved with their customers by creating highly targeted campaigns with relevancy and delivering a timely message based upon user behaviours.
Programmatic buying will become more popular in 2016 too, with many brands becoming more confident in programmatic media buying – engaging and persuading audiences at key points in the buying cycle. Programmatic buying essentially gives advertisers the ability to use actionable audience insights and technology to tailor messages to the right person, at the right moment, in the right context. Brands have the ability to respond to real time signals across screens and channels with contextually appropriate ads and messaging. This hyper-personalisation has the ability to improve conversion rates and combat the background marketing noise.
User experience will also become more important in 2016, not only across websites but also in marketing and wider promotional efforts. Ultimately consumers don’t differentiate on channel or device but by the overall experience they have with a brand. In 2015 more so than ever before, the segmentation of more traditional types of digital marketing have become increasingly blurred (eg. organic search, social media, paid media). This places increasing importance in a fully integrated approach. This approach and the increase in personalisation, relevance and user experience will also focus on existing customers as well as attracting new audiences. Relationship marketing will focus on building a brand-loyal, long- term engagement as companies seek to rely on repeat custom over the fast, single-sale.
In 2016, the industry will continue to change and adapt, whilst the predominant trending areas that dominated 2015 will advance and grow. In our 2016 Digital Marketing Predictions post, we have compiled a list of likely changes we will see. Below we have summarised three of these key areas that most brands should be considering.
Video marketing will continue its growth as more brands discover its potential in reaching and engaging with their desired audiences. Here at Clicky, we have the experience and ability to embrace this media and incorporate video as part of your wider marketing strategy to work alongside other mediums such as search, display and social to achieve a positive return on investment. Lone campaigns may provide some positive results, but a fully integrated strategy can deliver success across a wider range of key performance indicating metrics, from brand awareness through to direct sales or conversions.
Take Always #likeagirl campaign for example. It wasn’t just a great video advert, it started discussions and quickly went viral for that reason. Focusing on a topic that was really hot in 2015, Always created a great piece of video that spoke directly to their audience.
Mobile continues to develop and grow as consumer confidence in smart phone search, shopping and data usage increases. Due to the development and simplification of payment processes, purchasing on mobile browsers and apps has become easier, resulting in higher conversion levels and brands taking a ‘mobile first approach’.
2016 is also predicted to be the year that the big data from 2014 and 2015 will be turned into meaningful mobile experiences, as users are now much more choosey and more irritable when they’re not seeing relevant information that is of interest to them.
We have experience in creating mobile specific ad campaigns across various platforms, that ensures your business is getting in front of the right people at the right time. Consumers want to experience good things, which is why mobile specific content is likely to receive higher engagement levels than desktop content that has been manipulated for the smaller screen.
Content marketing campaigns provide the perfect platform to interact with prospective, new and existing customers alike. Although by no means is this a new concept, it is often an under utilised method of reaching highly targeted audiences by many businesses. New and more engaging approaches to content marketing types and formats are emerging and becoming more appealing to consumers who are less patient and expect relevant, targeted and interesting ways to interact with a brand.
In 2016, we will see the rise of content campaigns created with a specific device, media or platform in mind, as mobile usage and adoption of social networks and video/image-centric sites continues to increase. It’s imperative that you begin to consider how your audiences are connecting with your brand, products or services online, and choose the correct targeting method and platform to promote your content is just as important as the curation of good content. We have a team of specialist researchers, writers and promoters at Clicky, which is why we have the knowledge and expertise to guide you each step of the way.
We are confident that we can help improve the results of any business, and we work with a wide variety of brands to deliver fully integrated, results-focused strategies. To find out more about how we can help you in 2016, visit our strategy page or give a member of our friendly team a call on 0800 222 9300.