If you are a digital marketer, think back 2-3 years and try to remember the trends that were ruling our world back them. How far we have come since? Which of those trends are still dominating? Which trends fell by the wayside?
To answer this question, I Interviewed three digital marketing experts: Kent Lewis of Anvil , Nicholas Scalice of Earnworthy and Liz Rodriguez of Design House. With these three accounts as well as my own combined thoughts I put this list of 7 digital marketing trends that are going to die in 2016.
7 Digital Trends On the Chopping Board for 2016
1.Marketing on outdated or irrelevant lame platforms
As Kent Lewis points out, some ideas were never that good. Despite being acquired by Twitter, Vine is still dying a slow death and should be off marketers’ radar by year’s end. The 6 second format is too short to pack a punch and the novelty has worn off.
Similarly Foursquare/Swarm and similar “check in” location-based apps have become increasingly less relevant in their current format. While location-based marketing will continue to grow and evolve, these platforms may not make the cut this year.
2. Content with no strategy
Consumers (and business decision makers are jaded by the flood of information arriving in their social feeds daily. The only way to cut through the noise is to create timely, relevant and remarkable content that engages, whether that is on social platforms or in search results. Creating content based on a broader strategy will be essential to sustaining awareness and engagement over time. Ad-hoc content marketing will die in 2016… Or the companies that subscribe to that strategy will pay a price if they don’t evolve.
3. The use of stock images by websites
Trends continue to show videos and personalized photography yield higher conversions. Which proves to be evident that both brands and businesses alike are transitioning in order to provide users with a rich and personalized experience, thus ditching the overused generic stock images.
4. Email blasts
According to Nicholas Scalice, we will see fewer marketers using “email blasts” in the traditional one-size-fits all approach in 2016. Instead, marketers will use email automation and personalization to create email campaigns that are highly customized to a specific individual or small group. Marketing automation software has gotten to the point where it is easy and affordable for in-house marketers to begin using it and getting results and personalization is the way to go for higher conversions. Providing emails that are customized as well as individualized for your users is crucial today. It is a chance with the brand to connect with the user in a very personal way and in turn set up a long-term committed relationship.
5. Outsourcing content
According to Liz Rodriguez, we can expect to see a decline in outsourcing content in 2016. Content that is personalized and tailored to a brand and business is critical as users expect much more from online content. We expect to see less outsourcing to content farms and more in- house curated content strategies in 2016.
6. Huge banner ads
The problem here is that CTR (Click through rate) has much to be desired currently holding an average clkickthrough rate across all formats at 0.06 %. One reason for the decline could be due to the fact that the web is on the decline but the mobile equivalent for banner ads is mobile popups which are also ineffective. The problem here is not the platform rather the medium. In fact, people have found a way to “cope” with these banner ads and it’s called “banner blindness”. Essentially users are completely avoid looking at banner ads and it turn develop a blindness to all sorts of advertising. Marketers need to rather focus on native advertising and content marketing. Provide the user with content value first rather than just enticing them with an offer.
7. Sending campaign traffic to traditional website pages
You should under no circumstances send traffic to your website’s home page. Homepage’s are inundated with information with many actions to take. If you have a specific purpose in mind then that is what you want to highlight. Instead, send your visitors to a landing page that is specifically designed with a single goal a need anything else related to that action. Landing page software has become so popular; marketers now have the ability to quickly and easily throw a customized landing page up for each campaign, all without the need of a designer. A good landing page will result in good ROI.
As marketers and as customers we are evolving with the ever changing technology at hand. The question is not if we will adapt rather how quickly we will be able to adapt and be able to keep up the technological advancements. What’s hot today might be considered old-fashioned and outdated tomorrow. More importantly – what worked in the past might not work in the future. Technology is not the only thing changing; our customers are changing too, in how they perceive and connect with our brands.
As you’re building your marketing plan for 2016, keep these “dying” trends in mind. Don’t count on what worked for your before but rather learn what has changed and come up with new ideas and new ways to leverage the technology at hand.
Is there anything you are going to do differently this year after reading this article? Let me know in the comments below or continue this discussion on twitter @yaelkochman