Gruppo La Meridiana knows how important it is for your business to be on top of strategic trends. Today we would like to present to you key trends in digital marketing coming up in 2016. We hope that knowing them will help inform your strategic decisions and will help make your businesses grow.

1.     Digital marketing is going to be more and more data driven

In order to tract customer behavior digital marketing will be more and more data driven. It will be all about collecting, analyzing and using data about when and where customers spend their time. Based on this data marketers will be able to Track customer behavior and tap into the emotional connection through messaging, ads, social media, and design.

2.     Marketing ecosystem will replace of a typical sales funnel

Brands will need in-depth customer intelligence as well as effective and impactful cross-channel campaigns, as there are more and more ways for a consumer to engage with the brand, research the product, and make a decision. No two customer journeys are the same. With customer journey being much more complex than in the past, brands will need to optimize their engagement across all touch points. This holistic approach will be critical to driving a consistent and continuous experience, both improving consumer interactions and overall conversions.

3.     Advertising testing will be focused on particular variables

Now, advertising technology can narrow in on specific variables that make the difference between no traffic and heavy traffic to your site. Narrow down to such variables as age, interests, location, behaviors, political leanings, and more. Test search, display and mobile ads along with your email and social campaigns. Find what really works for your customers and work more efficiently. Targeting will be a crucial aspect of any marketing strategy and by marketing directly to your ideal audience, you’re effectively and efficiently spending only what’s needed.

4.     Social engagement will be key for your brand

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. As a brand, you will need to join in on the engagement. It will not be enough to listen to your audience; you will need to respond and interact. Market specifically to individuals who are reaching out and talking about you. Give your audience something to love and share. Have fun with your marketing and open yourself up to build loyalty and connection.

5.     Digital marketing will increasingly become a team sport

Single marketing voices only reach the people already in their networks. To break through, companies and causes will increasingly need to partner with suppliers, brand ambassadors and others to reach more people, more often.

If you are interested in more marketing trends for 2016, contact Gruppo La Meridiana. We are happy to share with you our research to your brands’ benefit.