The Evolving Digital Landscape

Evolution of Digital

 

 

Image courtesy of Leanport Software Pvt Ltd

The Evolving Digital Landscape – 2016
by Steven Copertino

The Digital Landscape continues to evolve in both ways we could have predicted and ways we could never have imagined just several years ago. Below is a listing of things that strike me as particularly relevant and interesting. What are your thoughts?

Snapchat Dominates At SXSW In 2016

  • Snapchat did not have a presence at SXSW, nor did they do any advertising there
  • Snapchat generated 192 million impressions on Twitter from SXSW – more than any other brand (3/6 – 3/16)
  • It’s a messaging app created in 2009 by Students at Stanford University. By early 2016, users were sending      7 billion photos and videos PER DAY – more than tripling between June and Nov of 2015 alone. (FB 8 bill/day)
  • The messages self-destruct after 10 seconds – images, videos or text. You can create a story that lasts for 24 hours
  • Bought by Facebook for $20 billion in 2014 – Snahchat has over 100 million active users per day
  • Brands creating unique content for Snapchat – NatGeo, CNN, MTV, Buzz Feed, Comedy Central, WSJ, Food Network, ESPN, People, Cosmo, Mashable and many others…

“Desktop” Matters Less and Less

  • No secret that desktop users have been flocking to mobile in droves
  • But only this year did mobile traffic finally overtake desktop traffic
  • Growth hasn’t slowed. In fact, some companies are preparing for desktop to stop mattering altogether
  • That means it’s more important than ever to have a mobile component to your digital strategy

Video Is Becoming The New Normal

  • For a while, written content dominated the digital landscape, but videos are taking over – 20% of digital budget in 2016 vs 17.7% in 2015 (display, search and social higher but video is pulling $ from them)
  • Thanks to wider availability of lightning-fast internet (and smaller screens that favor video over text), video content is becoming preferred and more popular among publishers
  • Social platforms like Facebook and Twitter are auto-playing videos in news feeds and rewarding video contributors
  • Google is considering allowing video ads in its SERPs
  • If you don’t already have a video content strategy, it’s time to get one. (don’t forget imagery, data visualizations, illustrations as well)

Omni-channel Is More Important Than Ever

  • Studies show that 90% or more of consumers’ interactions with a brand employ more than one device/channel
  • For example, a customer might search for a business/product/service with a smartphone and then continue using a laptop or by calling or visiting in person
  • It’s very important for marketers to work collaboratively to study ALL channel interactions and customer behaviors and to adjust accordingly – data is key

The Humanization Of Digital

  • Social media started this trend years ago by showing brands they no longer control the conversation nor the definition of their brand
  • There is a movement towards more “human communication” – content with warmth and humor instead of corporate buzzwords, and making communication more authentic through humor, visuals and storytelling.
  • It’s the humanization of digital to make brands feel more real and differentiated
  • UGC is a great way to help warm up your digital presence – customer blog posts, customer ratings & reviews, etc. – search engines love UGC!  

 Digital Marketing Needs To Be Even More Data Driven

  • This is nothing new, but it is. The expectation is for real-time changes based on data and for a personalized experience
  • Digital marketing is both an art and a science
  • Successful marketing comes from collecting, analyzing and using data about when and where customers spend their time
  • In short, data is behavior. Learning from this behavior drives creative messaging and strategic campaigns
  • Tracking behavior and tapping into the emotional connection through messaging, ads, social, and design makes all the difference in the digital space
  • Content personalization is a consumer expectation

Social Engagement Is Key

  • There’s a lot to be learned from your audience online
  • You’ll get honest feedback on campaigns and messaging, for one
  • Incorporating your fans’ interpretation and opinion of your brand can get you both fresh content and loyal fans
  • Create incentive for fans to write, tweet, take photos, share videos, etc
  • Reward them for their participation and loyalty by giving them the spotlight in your campaign.
  • Think holistic strategy, rather than specific tactics. Each social channel, blog post, email, weblink must have a purpose and drive towards something
  • Never post simply to post
  • Without engagement or traffic, those posts are a waste of time and money

Social Is Starting To Mean Much More Than “Social

  • Social media apps change a little more every year, but for the most part, those changes have been made to introduce new kinds of social interactions or simplify old ones
  • Now, social apps are moving in non-social directions; for example, Pinterest is leading a new trend of social/e-commerce hybrid apps, which offer social functionality combined with purchasable items, and Facebook is developing its own digital assistant

Feel free to share your thoughts.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s