Here is the latest hoo-ha in the digital marketing space!

Here is the latest hoo-ha in the digital marketing space

To inform my thinking on marketing innovation, I’m always interested to hear the view of “hands-on” marketers in businesses running digital marketing activities as to what they see as the most important trends. Some of the creative stuff are:

  1. Artificial intelligence

Artificial intelligence will have a big impact on the way designers think about digital design. Design in its original sense will take a back seat and become more transparent. As more apps start to present us with contextual information, artificial intelligence will start to help us take action on that information.

  1. Data-driven design

In 2016 we will continue to see the transition from an emphasis of design on aesthetics. Design is subjective and as such can often be the result of opinion. Large organisations already have access to business intelligence tools and have the ability to measure and iterate design by metrics such as click-through rates, conversions, AB and multivariate testing, etc however many smaller organisations don’t. With new tools such as a propose emerging, we will start to see this filter down that will make design more data driven.

  1. Snapchat: Advertisements with an expiration date

Snapchat took the social media world by storm. It was embraced by the digitally savvy users and thousands, more like millions of photos, videos and drawings are sent monthly. It was a ‘given’ that brands and businesses would start embracing the app as well. If you have never heard of Snapchat, it is a video/photo messaging app that allows users to take pictures, record videos, add text to images and send them to one of their contacts.

  1. Advertise to users through Instagram

Instagram took a need and turned it into a super successful business. The society we live in today thrives on visual stimulation and Instagram just feeds that need to share your life and your experiences with the world. It was only a matter of time when the big heads at corporate would use it to their advantage.

The way I see it, at early levels of adoption you have to make the commitment to transform marketing by setting goals for digital marketing, setting an integrated digital strategy and bringing in specialist digital marketing skills – through a combination of new hires for new roles, use of agencies and re-skilling existing marketers. New marketing processes are also needed which integrate digital to the heart of strategy, investment and marketing campaigns.

Analysis of the way we use the web has resulted in common digital design patterns that work. Design patterns have now grown up and as a result of this there’s not much room for creativity when it comes to creating new patterns.

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  1. Last but not least, the goodness of Content Re-marketing

Many marketers would agree that content marketing works. We have all been writing blogs, e books, white papers and other content. The trick is how do you recapture viewers that went on your site, read your content, but did not fill in a form to become a lead? This is where content re-marketing steps in. It’s not much different from re-targeting. It is the process of tagging visitors on your site and re-targeting them with content after they leave. This gives you the opportunity to talk to people who are already interested in what you have to offer. Show them something awesome and new while they are watching a YouTube video, reading the news or checking their emails.


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