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Wednesday, January 6, 2016
Mark Gordon's Five Marketing Predictions for 2016
Happy New Year jim,
you had enough of the last 12 months being filled with articles about
big data, mobile commerce, and social media? Yeah, me too. I think we're
in for some big changes in 2016 and I wanted to share them with you in
this month's High 5 edition.
While 2015 was the year of mobile commerce and marketing
data, I believe 2016 will be the year of the personal touch. Recent
studies show that consumers are turning to businesses that provide a
memorable buying experience. And they're willing to pay more for it. So
here are five marketing trends for 2016 you may want to keep in mind
before planning your next marketing campaign.
Banner ad backlash. With the increased
use of ad filters, higher marketing costs, and diminishing response
rates, banner ad traffic has declined 30%. Look for businesses to focus
their online resources to search engine rankings and building their
Return to print.
New studies have proven what many people already knew: print material
has more impact than digital. Could 2016 be the year of a return to
catalogues and direct mail? If businesses invest more resources in
messaging and creativity, we could see a huge resurgence in print media
working in tandem with digital.
New generations of consumers demand it and older generations appreciate
it. Businesses that provide consumer-centric experiences will see a
more loyal customer base. Look for a renewed focus on marketing programs
that involve customer interaction and education.
Back to brick and mortar.
Continuing with the theme of experience, many online retailers are now
opening brick and mortar locations. They are realizing that being able
to touch and try a product creates a much more fulfilling and
personalized buying experience. Look for retailers to continue the
evolution towards creating welcoming, interactive environments.
Not so social.
Peer to peer social media platforms like Snapchat and Instagram are
making word of mouth more powerful, while being less accessible for
would-be advertisers. Look for this trend to continue as users start
sharing brand experiences on their own terms.
Marc Gordon is a speaker and consultant in the fields of
marketing, communication, and showing businesses how to build lasting
relationships. Visit marcgordon.ca or his online show at marctv.net for more business tips.
___________________________________________________________________________ Find more High 5
articles at marcgordon.ca/high5
Look for the holiday edition High 5 article in your inbox February 1st.