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BizReport : Advertising archives : December 01, 2015

4 trends to watch in 2016

Looking ahead to 2016 there are 4 trends one expert believes will have a big impact on businesses. Here they are:

by Kristina Knight

Ad Blocking Sparks a Need for Traditional Advertising Alternatives

"Ad blocking got a lot of attention this year. As many of the methods marketers traditionally utilized to engage consumers--such as pop-up ads and web banners, were no longer as effective. People want more from brands than just intrusive ambiguous offers. In truth, 61% of consumers feel more strongly towards a brand that delivers custom content, leading them to be more likely to buy from them," said Marla Schimke, VP of Marketing at Zumobi. "The way to combat ad blocking is to institute a content marketing strategy, due to its ability to be relevant, targeted and engaging. With all eyes on mobile, mobile content marketing is where CMOs should be focusing, which is why 70% of marketers say they plan to increase their content marketing expenditure."

The Power of the App Combined with Content Marketing

"For every eight minutes a consumer is on their mobile device, seven of those minutes are spent in-app. The popularity of the mobile app can be attributed to a number of things, but arguably the most important reason is because of its multiple engagement capabilities," said Schimke. "Through a mobile content marketing solution, the app has the ability to unify previously silo-ed content, such as video on YouTube, photos on Instagram and blog content websites in a content hub, which benefits the consumer by allowing for a one-stop shop. With a variety of content managed all in app a consumer can be lead on a content powered customer journey, enabling a brand to evoke activation, engagement, and ultimately, conversions."

Mobile's Momentum

"Mobile use has grown 76% year-over-year from 2013 to 2014. When the final numbers are in on 2015, this percentage will only increase. We're only seeing the beginning of mobile's capabilities, 80% of the world's population already owns a smartphone, which is a far bigger number than those that previously owned a household computer on a global scale. The mobile phone allows for a much more intimate form of access than marketers have ever seen before and providing the targeted, personalized messages consumers demand through mobile content marketing is key," said Schimke.

Up Close and Personal: Mobile Content Marketing Technology

"In 2015, we saw over 70% of consumers ask for personalized offers in brand's marketing campaigns. This comes as a direct result to the influx of anonymous, blanket ads that previously overtook one's screen with offers that more often than not had zero relevance to the consumer seeing them. The capability of a brand to offer personalized, custom content is still a very new strategy, and with the positive affirmation it has already received from both consumer and marketer--90% of consumers find custom content useful, and 70% of marketers plan to up their customized content spend as its proven to equal conversions--the personalization trend is not going to pull away anytime soon. In fact, marketing has no reason to ever go back to its previous spamming tactics," said Schimke. "But how will brands provide consumers the content they crave on mobile? Brands will look for a technology platform to help them drive stronger engagement and loyalty on mobile. That way, consumers will start to see more of what they want, when they want it, through mobile content marketing in 2016."

Tags: 2016 ad trends, advertising, business trends, Zumobi

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