The year 2015 is over and we are starting to look to the year 2016 and the main native advertising trends taking place in the field of online and offline marketing.
The native advertising, mobile and social payments, the hyper-segmentation or private social networks, and some more. Here we present some of the trends that have no place in the marketing during 2016.
Advertising native, a major marketing trends
The native advertising, has been featured during 2015, and is considered a less intrusive advertising to users and also adds value. A recent report from eMarketer, “Native Advertising Update: Marketers See Healthy Spending Growth in 2016” reveals that this type of advertising is growing between those who invest in advertising campaigns.
Among eMarketer forecasts a growth in investment in this type of advertising from 34% in 2016. According to Jason Hill, global head of strategy and means of GE “traditional digital advertising is expected has become a background image . Does not improve the experience of someone on a website or readers, but look beyond it. Brands have a strong point of view on this kind of advertising. This way you can enjoy a massive participation. ”
Mobile and social payments
Payment by mobile phone is one of the big trends for 2016. The recent emergence of the new Apple Pay payment platform has been considered a boost in an area which was already running Google Wallet also, for example and where raw NFC.
In the case of social payments, Facebook and Twitter are increasingly focused on this line to allow users to make purchases through these platforms.
Native Advertising wearables
The wearable native advertising technology that takes or has already been present during the year 2015 and strong growth in its use for the next few years promises. This 2016 the challenge will be to include advertising on these devices in a non-intrusive for users.
Thus, the sights are set on the hyper-personalization, ie, it is necessary to know perfectly user behavior in order to send advertising messages that he is willing to receive. This will be very difficult to achieve for brands, which should focus on improving the user experience and advertising to convey not bother. According to Mark Schaefer, CEO of Schaefer Marketing Solutions, “in 2016 we will see that this technology is closer to marketing actions.”
It is the ability to send messages to the right people, based on location or gender, and other issues that revolve towards the user behavior, their tastes, habits and interests.
This practice is something that Google and Facebook for some time and believed that tends towards consolidation during 2016. Social networks generate a large amount of data that brands can use to address exactly the audience that interests them. In addition, it can be said that the hyper-segmentation is leading to “data planning”, a way of planning in which what matters is not the site / provider but the user and his interests
Using the smartphone is growing and increasingly we will see how, instead of making applications for mobile phones during 2016 will be more websites adapted to mobile. Thus, no deals in the storage device, and for brands is a simpler and cheaper option. Thus, since 30% of page views Spain occur on mobile devices
Private social networks
This type of social networking will be an alternative to websites or blogs of brands. Thus, you can create customized and highly segmented offering to your target audience and also the user data will be controlled by private labels content.
It is creating a specialized community that also simplifies the process of serving all communities in the various social networks or blogs. So you can focus all attention on an audience that is really interested in the brand.
It is the tendency to send a message for each platform or medium, so that the same content on all the different platforms, both online and offline is not replicated.
The launch message to be adapted to the objectives and the use given to each medium, as well as consider the audience, which can vary greatly from one medium to another.
Real Time Marketing
Brands seeking to impact and improve the user experience in physical stores. Thus, in 2016 it will grow the use of technologies that will be used to obtain consumer data when entering a facility, so you can personalize your shopping experience depending on various factors such as your age, height, gender or influx people, among other things.
Closely related to the above, since here the different brands exploit developments or events to gain visibility and send messages or take advantage of context. A well-known case is that of Oreo during the blackout Superbowl 2013 you can see in the video above.
It’s time to think about where to invest the marketing budget, and see what is native advertising and in which direction to take the brands in implementing their strategies. What other trends do you think will mark the year 2016 ?.