Article

Ana Jesus
Ana Jesus 23 December 2015

Top 3 Consumer-Centric Digital Marketing Trends for 2016

Implement for your 2016 digital marketing strategy what ecommerce customers told us from their buying behaviour in 2015

We’ve reached that time of the year when you do a roundup of everything that happened over the last 12 months to analyse what went wrong and right; identify how your customers reacted, how their behaviour changed over time; and decide how you can take those learnings into your strategy for the year ahead.

 

Looking into ecommerce buying behaviour across the industry it has been identified that customers over the course of 2015 have become as self-centred as ever before – the use of technology and the ability for brands to create communications uniquely targeted to the individual mean that we’ve accustomed the customer to the detail, the personalisation, the direct communication and open approach, and now they expect nothing less from brands. Marketers everywhere have made the customer become self-important, and rightly so, the one-size-fits-all approach no longer works. In fact, 54% of consumers say they would consider ending a retailer relationship if they are not given tailor-made, relevant content, according to the CMO Council.

Facing this research the following three trends were identified:

 

Trend 1: Brands will leverage earned content across the multi-channel
Brands that communicate with customers across all channels visited by clients with very attractive content will stand out. Customers that come across a brand multiple times are more confident about it and therefore spend 3.5 times more than those who only get acquainted with the brand via one channel. Combining both multi-channel and authentic imagery that customers have created themselves, helps consumers feel special and the brand more trusted.

Trend 2: Dynamic Facebook lookalike advertising using earned content will become mainstream
2016 will be all about relevance and social channels like Facebook are able to help you deliver just that. Reach an audience of potential customers with similar interests to your own brand fans and grab their attention by using imagery created by individuals they relate with.

Trend 3: Brands will customise the email experience even more with earned content
Reach your audience with the right type of content via email, wherever they are. Customers will not have a reason to unsubscribe if you continuously send them the offers and communications that are exclusively relevant to them.

 

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more