Every year new technology and new software help to dictate a whole host of sweeping changes which are either adopted or rejected by the business world. Those who choose to ignore these new opportunities risk missing out and being left behind their competitors. Whilst not every change below will affect every type of business, it’s worth taking note of the changing online landscape and how it impacts digital marketing.
Video adverts
Video adverts are becoming more and more popular. As platforms like YouTube, Instagram and Facebook, host and share countless videos every day. As a customer we are becoming more accepting of video advertising, and as such the likes of Facebook and Bing are now offering specific video advertising options to businesses. As video ads become more common place, we can expect to see them more often in the coming year.
More apps
Google has indexed apps for a while now (adding them to their searchable database), but as their search criteria becomes more complex, 2016 is set to be the year that more and more businesses look to make use of the added online visibility a dedicated mobile app can bring. Apps are quickly becoming better and better, and in some cases replacing websites entirely.
Mobile will dominate
Google have thought for a while that mobile web traffic would one day overtake desktop web traffic, and in 2015 it did. Mobile web traffic overtook desktop in 10 different countries. Throw into the mix Google’s new algorithm which penalises websites which are not mobile-optimised, but doesn’t penalise those which aren’t optimised for desktop – it’s plain to see that Google thinks the future is in mobile.
Virtual reality
Whilst virtual reality sounds like something straight out of a sci-fi movie set in the future, it is a technology which is advancing now in present day. From devices specifically designed to impact video gaming, online advertising, social media and with largely hype-driven launches such as the Oculus Rift, some think virtual reality is still a fad. However with billions of pounds being pumped into this new technology from the likes of Facebook, it looks like it’s here to stay. How marketers capitalise on the new technology will be interesting to see unfold.
Wearable technology
This year saw the much-hyped Apple iWatch launch, and with it much more focus on wearable technology. The interest to marketers like in its applications for every day productivity, and its ability to put brands at the forefront of these new devises.
More expensive advertising
Online marketing competition has increased dramatically over the last few years, and as with all things an increase in demand usually equals an increase in price. As the price increases, it will be interesting to see how the price of adverts are effected over the course of 2016, and especially how it will affect the introduction of new digital marketing mediums.
Michael Carter
Marketing Manager
MoJo People Ltd.