In the book Physics of the Future, quantum physicist Michio Kaku stated that “there is more computing power used to do a single Google search than all existing NASA computers combined in 1969. Which they used to land a man on the moon.”
Digest that for a minute.
Every twelve to eighteen months, computers double their capabilities, and so do the information technologies that use them. Digital marketing is no different. With rapid advancements within the technologies we use to manage our digital efforts, consumer behaviors, and our connected universe – 2016 is already shaping up for a year of rapid change.
Here are my top four trends that’ll help define 2016 for digital marketers and executives.
1. The Internet of Things
The Internet of Things (IoT) will lead to more behavior-driven marketing and data. Imagine, as a marketer, being able to engage with your audience on the move. IoT is the network of physical objects or "things" embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data. As we move towards a more connected world in all aspects of our life – leveraging those data points for further targeting will become a more mainstream practice; whether we are ready for it or not!
2015 was a giant year for mobile. Google announced that mobile traffic had finally overtaken desktop traffic in ten different countries, including the US and Japan. In my post keep pace with your mobile customers by knowing where to go next I wrote about the expanding interconnected audience and why it’s crucial for marketers to tap into this mindshare. Yet, despite so much adoption and reliance on smartphones, most organizations don’t have a mobile optimization strategy. This presents an enormous opportunity for marketers in 2016.
3. Heuristic Behaviors
Heuristic behaviors enable a person to discover or learn something for themselves. Think about social media and how we have all taught ourselves how to search, use Facebook, share positive and negative experiences, and ask questions of our tribes. These heuristic behaviors will continue to grow and shape how we interact with the technologies, organizations, and people we love. Consumers are becoming increasingly more aware and confident of what they perceive as value.
4. The Millennial Impact
Millennials are having an impact in many aspects of our lives. Digital is no different. Of the many facets they are influencing, two stand out to me in looking forward to 2016.
Virtual Reality – If you’re a gamer, you have likely heard of this phenomenon and are anxiously awaiting Santa to bring you the latest OculusRift device. For the rest of us, VR devices provide a new platform for presenting our advertising messages, connecting to social networks, and watching video.
Ephemeral Marketing – We saw a first generation of this type of marketing through Twitter and the evolution has continued with tools like Snapchat. Millennials drive this platform and marketers can take advantage. Contrary to popular belief, it’s not that Millennials have a short attention span – it’s that the attention they do give needs to be captured quickly and genuinely.
Let me know your thoughts on what’s going to shape digital marketing in 2016.
Read what other global experts have to say about the The Future of Modern Marketing: 2016 and get this ebook today.