Online trends in 2016 | Weboptim
The world of online marketing is constantly changing. Every year, new hardware, software, methods and user habits dominate and companies either use them or they don't.
2016 looks like a good year for online marketing. Let's see what the trends will be:
1. Video advertising is becoming increasingly dominant
At first glance, this may seem like nothing new, as social channels such as YouTube and advertising platforms such as Facebook and Bing already offer video advertising.
What will be different in 2016 is that Google will also start showing these types of ads on between search results. Users are becoming accustomed to video ads and if this trend continues, more types of video ads will pop up in unexpected places, the possibilities are almost limitless.
2. Applications continue to evolve
Google has been allowing indexing of apps for some time, but their ranking will become even more complex in 2016. More and more business owners will realise the benefits of having their own app.
While mobile optimised sites are doing fabulous with mobile audiences, they will soon be replaced by mobile apps. Apps can do everything a website does, but in a more convenient, accessible way.
However, it will be several more years before they fully take over from websites, but 2016 will be a watershed year for applications.
3. Mobile is completely taking over desktops
2015 was a big year for mobile - the launch of Mobilegeddon algorithm update. Apparently there is no longer a need for mobile version in addition to an optimised web page - according to Google, a mobile-only site without a desktop counterpart is perfectly acceptable. That alone won't be enough to drive down desktop traffic, but it's clear which side Google is on. They are in favour of eliminating the desktop version, meaning the money will be in mobile-focused online marketing.
4. Digital assistants are a new form of optimisation
SEO and PPC advertising are the two most popular strategies for increasing website visibility. A digital assistants (Siri, Cortana), however, will be a new optimisation method - traditional search engines are only used when the information you are looking for is very important.
The key is to make sure that your business information is easily accessible to such assistants, rather than directing users specifically to the website.
5. Taking wearable technology to a new level
The portable smart devices will become increasingly attractive in 2016.In 2015 we saw the unveiling of the Apple Watch, the first generation of smartwatches, but this year will see more smartwatches and similar wearable devices entering the market. Such devices are changing local marketing and blurring the line between online marketing and real marketing.
6. The power of SEO is shifting towards content marketing
Search engine optimisation is not dead, it has just grown up. What was once thought of as a manipulative practice has morphed into what marketers would call 'Content Marketing'. This is because search engine algorithms are becoming increasingly complex, constantly able to filter which content is trying to game the system and which is actually useful to end users.
7. Design and speed are a necessity, not a luxury
The design of the site and how quickly it loads are key factors when users arrive on the site. As older sites gradually get redesigned in 2016, we will see a shift from simple content to content that useful, visually moving and fast loading on the user's screen (regardless of the device they are using).
8. Content becomes more interactive
In 2013, Buzzfeed was one of the most popular sites on the internet, not for its headlines or blog posts, but for its quizzes. It offered users a simple personality quiz. When someone completed it, they were encouraged to share their results. In sharing, the user could recommend the post and encourage their friends to try it.
This type of content works because it takes content to a new level by engaging users. with interactive content you will see through videos, advertisements.
Of course, these are not the only trends we will see in 2016, but they will have the biggest impact on online marketing.
Those who recognise what's new will have a decisive advantage over competitors, especially in reaching new markets, reputation and expertise. Those who wait or panic to adopt new strategies will miss out on good opportunities.
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