Image courtesy of Leanport Software Pvt Ltd
The Evolving Digital Landscape – 2016
by Steven Copertino
The Digital Landscape continues to evolve in both ways we could have predicted and ways we could never have imagined just several years ago. Below is a listing of things that strike me as particularly relevant and interesting. What are your thoughts?
Snapchat Dominates At SXSW In 2016
- Snapchat did not have a presence at SXSW, nor did they do any advertising there
- Snapchat generated 192 million impressions on Twitter from SXSW – more than any other brand (3/6 – 3/16)
- It’s a messaging app created in 2009 by Students at Stanford University. By early 2016, users were sending 7 billion photos and videos PER DAY – more than tripling between June and Nov of 2015 alone. (FB 8 bill/day)
- The messages self-destruct after 10 seconds – images, videos or text. You can create a story that lasts for 24 hours
- Bought by Facebook for $20 billion in 2014 – Snahchat has over 100 million active users per day
- Brands creating unique content for Snapchat – NatGeo, CNN, MTV, Buzz Feed, Comedy Central, WSJ, Food Network, ESPN, People, Cosmo, Mashable and many others…
“Desktop” Matters Less and Less
- No secret that desktop users have been flocking to mobile in droves
- But only this year did mobile traffic finally overtake desktop traffic
- Growth hasn’t slowed. In fact, some companies are preparing for desktop to stop mattering altogether
- That means it’s more important than ever to have a mobile component to your digital strategy
Video Is Becoming The New Normal
- For a while, written content dominated the digital landscape, but videos are taking over – 20% of digital budget in 2016 vs 17.7% in 2015 (display, search and social higher but video is pulling $ from them)
- Thanks to wider availability of lightning-fast internet (and smaller screens that favor video over text), video content is becoming preferred and more popular among publishers
- Social platforms like Facebook and Twitter are auto-playing videos in news feeds and rewarding video contributors
- Google is considering allowing video ads in its SERPs
- If you don’t already have a video content strategy, it’s time to get one. (don’t forget imagery, data visualizations, illustrations as well)
Omni-channel Is More Important Than Ever
- Studies show that 90% or more of consumers’ interactions with a brand employ more than one device/channel
- For example, a customer might search for a business/product/service with a smartphone and then continue using a laptop or by calling or visiting in person
- It’s very important for marketers to work collaboratively to study ALL channel interactions and customer behaviors and to adjust accordingly – data is key
The Humanization Of Digital
- Social media started this trend years ago by showing brands they no longer control the conversation nor the definition of their brand
- There is a movement towards more “human communication” – content with warmth and humor instead of corporate buzzwords, and making communication more authentic through humor, visuals and storytelling.
- It’s the humanization of digital to make brands feel more real and differentiated
- UGC is a great way to help warm up your digital presence – customer blog posts, customer ratings & reviews, etc. – search engines love UGC!
Digital Marketing Needs To Be Even More Data Driven
- This is nothing new, but it is. The expectation is for real-time changes based on data and for a personalized experience
- Digital marketing is both an art and a science
- Successful marketing comes from collecting, analyzing and using data about when and where customers spend their time
- In short, data is behavior. Learning from this behavior drives creative messaging and strategic campaigns
- Tracking behavior and tapping into the emotional connection through messaging, ads, social, and design makes all the difference in the digital space
- Content personalization is a consumer expectation
Social Engagement Is Key
- There’s a lot to be learned from your audience online
- You’ll get honest feedback on campaigns and messaging, for one
- Incorporating your fans’ interpretation and opinion of your brand can get you both fresh content and loyal fans
- Create incentive for fans to write, tweet, take photos, share videos, etc
- Reward them for their participation and loyalty by giving them the spotlight in your campaign.
- Think holistic strategy, rather than specific tactics. Each social channel, blog post, email, weblink must have a purpose and drive towards something
- Never post simply to post
- Without engagement or traffic, those posts are a waste of time and money
Social Is Starting To Mean Much More Than “Social”
- Social media apps change a little more every year, but for the most part, those changes have been made to introduce new kinds of social interactions or simplify old ones
- Now, social apps are moving in non-social directions; for example, Pinterest is leading a new trend of social/e-commerce hybrid apps, which offer social functionality combined with purchasable items, and Facebook is developing its own digital assistant
Feel free to share your thoughts.
Copertino Digital 