DIGITAL MARKETING CONFERENCE
SIX DIGITAL CONSUMER TRENDS FOR 2016
1 Social shopping
We know what you’re thinking: it’s already here. But new apps like Wanelo (derived from ‘want, need, love’) promise to ramp up the capability by enabling users to view products
from different brands, see what their friends are
interested in, connect and share.
2
Beyond the search engine With Facebook looking at its own in-app search engine so that users looking for links don’t
need to leave the platform, in the future will we be able to bypass Google completely? According to
TechCrunch, Facebook has indexed over a trillion
posts to see who’s shared what – information that lies beyond Google’s reach.
3 Culture shop Content. Look at it. It’s
everywhere, raining (and reigning) down on
consumers. But brands that can involve
consumers in their culture have an advantage.
Increasingly, it’s no longer just about who we buy
from. It’s about what we’re prepared to buy into.
4
Bursting at the seams Marketers have been
talking about omnichannel for a while. Now they need to start walking the walk, as consumers come to expect a seamless
experience as standard. 5
Lighting up the beacons Mobile technology,
personalisation, data and the in-store experience all intersect in beacon
technology. Great claims – and high hopes – rest in those little chips, and now consumers seem ready to embrace the technology as well. Success lies in providing meaningful incentives and not
breaching the creepy line. Every beacon notification represents a step into a user’s personal space.
6
Privacy on parade After a series of high
profile scandals in 2015, privacy remains a vitally important concern for
consumers. Do we still have any? What are we prepared to trade it for? And for a generation that’s grown up online has
privacy already evolved, as Brian Solis has suggested, into a new form of currency?
Speaker Spotlight: Stephen Kenwright, Director of Search at Branded3
What will you be discussing at the Figaro Digital Marketing Conference?
STEPHEN KENWRIGHT: The mobile web versus mobile apps and which is the best strategy. Sometimes ‘both’ isn’t an option, and sometimes it doesn’t need to be.
Why does this matter to marketers right now? SK: It’s likely that desktop search peaked in 2014. More consumers are mobile than aren’t, and unfortunately it isn’t as simple as just making your site responsive to protect market share and acquire new customers.
Can you give us one takeaway from your presentation now? SK: People spend more time in apps than on the mobile web but apps fall down versus the web when it comes to acquisition. Your app is a way to market your business, but you still have to market your app too.
that desktop search peaked in 2014
It’s likely
If money and technology were no object, what one thing would most improve your life as a digital marketer? SK: If everyone would just uninstall Internet Explorer that would be great.
Any other thoughts on the issues likely to drive your digital sector in 2016? SK: Over the past two years SEO has seen a link building arms race. By now you should know whether or not you can build links – 2016 will be the year when the deal breaker becomes: “can I get stuff done on my website?”
branded3.com
33 issue 26 november 2015
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