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6 Realities and Trends that brands and companies should not lose sight of for 2016

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6 Realities and Trends that brands and companies should not lose sight of for 2016

As the future approaches and becomes less future and more imminent present, more are needed – or more desired – certain guidelines to know how to act when creating a brand strategy or how to respond to the demands of users so that the company and its products remain relevant. 2016 does not seem, from the outset, a year in which great changes are going to take place or in which revolutionary changes take place. The trends that have been marking 2015 will continue to be echoed in the coming year, but this does not mean that companies should keep their strategies unchanged. The future will impose a few modifications and brands must not lose sight of the realities that will make it mandatory. Growing importance of the local It may seem contradictory in a globalized world and in which the internet has made everything closer and closer, but the chinese phone numbers in china is that it is not. The local is increasingly powerful and is an increasingly decisive element when it comes to creating efficient strategies. A few years ago the term SoLoMo became fashionable, a mix of social, local and mobile, the three legs on which the strategy of brands in the world of smartphones had to be established. The truth is that the middle leg has grown in weight and is increasingly important. The local is a trend and it will be more and more. In 2016, brands will not be able to neglect this point. What has made the local more and more important? The truth is that, behind this growing interest in the local, technology and the internet are very present. Consumers carry their mobile devices with them more and more frequently, which means that they can search at any time and that they are more interested than ever in knowing what is happening around them. Now finding a store, a restaurant or the bus station is something for which the mobile is taken out and searched, which means that the type of searches that are carried out and the associated advertising have changed. According to a BIA / Kelsey forecast for the US market, the forecast is that in 2016 local advertising budgets will rise by 4%.

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But it is not only important to change habits and the impact that technology has had on the type of messages that brands will have to send, it is also increasingly important to change interests and forms of consumption. Consumers are more concerned than ever with local commerce and value products that are created close to their location more than ever. Old acquaintances never die: social and mobile The local boom should not make us lose sight of the two other legs of the old SoLoMo: social and mobile are also still saying a lot in the marketing market and are still decisive elements when it comes to establishing an efficient advertising strategy for reach consumers. “Mobile is the primary force behind the continued increase in digital ad spending, especially driven by social advertising,” explains Mark Fratrik, chief economist at BIA / Kelsey. “Mobile spending is growing much faster than expected, impacting the growth of other online advertising,” he adds, noting that, although spending on desktop advertising continues to grow, it is not growing at the rate it is doing. the mobile. They are not the only ones who point it out. Other experts already pointed out that 2016 will be the year of the mobile and the year in which brands will also have to face new challenges in this field, such as the fact that Google is going to give more and more importance to apps and is going to start to index them more efficiently or that key elements of the mobile world, such as Siri or Cortana Betting Email List , will be increasingly decisive when it comes to SEO. The golden age of video won’t end 2015 has been the great year of video. There are more and more players in this field and each time they take it more seriously. The year has served to solidly position Facebook, to see live streaming tools appear, to consolidate the companies that offer content, such as Netflix and Amazon, and to show that YouTube does not want to be left behind in the new rules of game, as demonstrated by the launch of its paid fee to access the service without ads and with extra content. But everything that happened in 2016 does not mean that the future is lighter when it comes to video. The golden age of video is not over and it will not soon. What to expect in the immediate future then? The first thing is that the competition will be increasingly fierce, as more and more players try to position themselves in this territory. The second is that there will be more and more video ads and that this market will become more and more mature. And the third thing is that video will become a key tool in content marketing for 2016 , marking everything that companies do in this field.New emerging formats

But brands will not only have to play with these old acquaintances when creating content or using elements that help generate a better user experience. The immediate future could be the year in which new formats become emerging and set out on the path to consolidation as a factor not only to be taken into account but also to be included without fail in companies’ marketing strategies.Thus, virtual reality or augmented reality could live its year of grace in 2016. In the latest Gartner hypecicle it was pointed out that these two tools were about to leave the disenchantment phase (the one in which inflated expectations about new technologies collide with reality) to enter the moment when they are actually made. things. The glasses that allow access to these tools are increasingly easier to find and cheaper (there are the low cost of Google) and the big players in the market will have to present news this year (see Facebook and its Oculus Rift), which it could generate a very positive breeding ground.Virtual reality is one of the examples of new formats, but not the only one. The list could also include podcasts, which this year have starred in analysis and which have been one of the elements that stood out the most up-to-date but could cross the barrier of the pointer to enter the mainstream. The forecast listeners are very positive.The usual media will have it increasingly difficultIt is repeated year after year, but this forecast is not less valid for this reason. The winds of change make things difficult for traditional media, which have to reinvent themselves no matter what and which must create new strategies to reach consumers and to become an attractive option for advertisers. Difficult they have it: the printed media have been losing readers for years (even decades) and even the usual heavyweights are being splashed. TV is in serious trouble due to the generational change and already shows very negative statistics in markets such as the United States or the United Kingdom. Possibly 2016 is the year in which these statistics are contagious to other markets…. and online will have to fight even more with adblockingBut not only the usual media will have to face problems in terms of audience and access to advertising content in 2016, the new media will also have to fight against an increasingly bloody reality for their accounts. Adblockers are becoming more and more popular and have a higher and more active mass of users. More and more consumers are not seeing online ads because of these tools, and their prevalence among certain demographic groups makes things look even blacker.

 

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