We may be into the latter half of the first quarter, but there is still plenty of 2016 ahead, which means plenty of time for new marketing trends to reveal themselves. Some experts have shared what they think is to come in the marketing landscape, so let’s take a look and see what is on the horizon and how it could affect your marketing strategy.
New Opportunities for Personalization
Everyone knows about cart abandonment emails and the impact they can have on sales, but what about browser abandonment? As Bronto details in their whitepaper, browser abandonment emails are “the next frontier of personalization.”
By tracking time spent on page and products viewed, you can reach out to customers to ask what they think about a product and encourage them to take another look. Bronto suggests starting with targeted messages about products that your customer browsed and then broadening the message if that doesn’t elicit a response. As with all new initiatives, trial and error is an important part of the process here.
The Future of Mobile
As the Bronto team says in their whitepaper, “If 2015 was the year of mobile, 2016 is the year of getting mobile right.”
Following Google’s 2015 announcement that mobile-friendly sites will be given priority in search rankings, 2016 mobile trends rely on the fact that you have optimized a mobile shopping experience for your brand. But mobile-friendliness is more than just SEO. Site interface and experience are just as, if not more, important.
As we have discussed before, responsive themes are the easiest way to prepare your site for mobile users. If you have not yet optimized your site for the mobile crowd, then it’s time to get moving. You’re already (at least) a year behind!
When in doubt, just keep it simple: make sure your site is responsive and browser-friendly, deliver a seamless eCommerce experience, and, of course, provide the content that your customers want.
Content: Quality vs. Quantity
Joe Pulizzi and Robert Rose discussed their content marketing predictions for 2016 in a recent webinar, The Top Content Marketing Trends and Predictions for 2016, and one of their predictions is that content marketing will begin to focus more on content quality than quantity.
In years past, as content marketing was becoming more established, brands would frequently flood the market in order to reach their audience on absolutely every platform or channel. Joe and Robert are predicting that that method will no longer be effective in 2016.
Instead of throwing content at your potential audience everywhere they can be found, focus on developing strong audiences on a few channels and about targeted topics, then build from there. Create and tell stories that make the most sense for your marketing objectives, then distribute them on a select few channels.
Whether it’s the content your team creates or the methods in which you reach your customers, one thing is clear: in 2016 we can expect a more granular, targeted approach to marketing. By becoming adept in the personalization of your marketing campaigns, optimizing your site’s mobile capabilities and experience, and only publishing the most relevant content, your marketing initiatives will be ready to take 2016 by storm.