We are immersed in an era where the speed of changes exerts a continuous pressure on the brands, forcing them towards a greater capacity and speed of adaptation. Innovation, technology adoption and adaptation seem to be the three key pillars of business success over the next five years.
Under this scenario, it is essential to identify and understand the trends that are beginning to transform the way we communicate between the brand and the client. We present then the 25 trends 2015 – 2020 that will Transform Digital Marketing:
1. The Apps for companies.
With a global population of smartphone users surpassing 2,050 million by the end of 2014 and more than 340 million individual mobile users in Latin America, applications for mobile devices (Apps) for companies begin to lead the software industry in the US, Europe, Asia and Latin America There are hundreds of thousands of mobile applications available.
The average downloads of smartphone users anywhere go from 25 to 42 applications, but then it uses only half or less than a third of them regularly. The applications are introducing the idea of marketing as a service, where the main objective of these Apps for companies will be to personalize and make the relationship with the customer profitable.
2. The Visual Content.
The greatest impact on the audiences of visual content (especially online video) will begin to be the main resource for the generation of content in the Content Marketing strategy. Almost 40% of YouTube video views are via mobile device.
Video is an entertaining way to share information, not to mention easier to digest that information for users. Since video is a powerful mobile traffic controller, companies must start producing high-impact video content.
The main objective of this visual content will be to raise the KPIs of engagement in social networks and thus maximize the viralization of it.
3. The Online Personalization of the Content.
Recent studies indicate that more than 76% of customers are uncomfortable receiving irrelevant content. The user data will be the basis for maintaining targeted campaigns for specific clients.
The dynamic recommendations of the most relevant content for a visitor to the website of the company that did not buy, will be the key to the success of its ecommerce and content marketing strategy.
Companies are using mobile marketing application techniques to create a more personalized experience for their users. Fundamental will be in addition to the targeting of products and offers, focusing on all relevant content in the client-brand relationship and the recommendation of highly segmented content (retargeting).
The main objective of the personalization of the content will be to raise the KPIs of sales and profitability.
4. The Segmented Distribution of Content.
From a practical perspective, by definition the distribution of content means sharing content organically and / or paid through social networks. The trend in the coming years is towards the micro and nano segmented distribution of content with a high potential for engagement.
The greater the segmentation, the greater the likelihood of client visitor conversion. Because localization technology has improved a lot this year, companies can better target their audiences with respect to their content (Better Targeted Marketing). The main objective of the segmented distribution of content will be to raise the engagement and sales KPIs.
5. The Integrated Organic Positioning.
Apparently, the trend indicates that organic positioning will be integrated into any virtual platform that can be incorporated into search engines.
We will then talk about an integrated SEO (Search Engine Optimization) that will involve websites, social networks, social shares, microblogs, social games, etc. The main objective of the integrated organic positioning will be to maximize the visibility of the brand on the web and strengthen its organic positioning.
6. Integration of API services.
APIs (Application Programming Interface) are integrations between different platforms. They are a key factor in any type of tool that we need to integrate. CRM analysis tools and services, in particular the eCRMs, are and will be more and more intensive “users” of APIs.
The main objective of the integration of API services will be to facilitate the work of the programmer favoring the innovation and development of web 1, 2 and 3.0.
7. The Optimization of the Value in the Analytics.
In general, most analytics platforms are not designed to understand the behavior of the individual user and thus be able to predict their future behavior on the web from any source of origin in particular mobile devices. In the next few years we will see analytics platforms with a high level of disaggregation of information, which will improve and facilitate the decision making on digital marketing strategies and tactics. The goal of optimizing the value of analytics will be to improve the accuracy and speed of digital marketing decision making.
8. The Intelligent Analysis.
Given the complexity of the reports of the various web analytics tools, especially those of Google, only expert analysts can extract and use the information for high precision decision making. In the coming years, there will be analytical tools with a high clarity of understanding for beginning non-expert users. Google has not evolved its intelligence service, however, in the world new analytical tools are being developed that include a new dashboard and recommendations accessible in their understanding at the level of general users. The objective of intelligent analysis will be to facilitate real-time digital marketing decision-making for users who are not experts in analytics.
9. The Optimization of Experience.
Conversion optimization involves tools that tend to focus on individual pages instead of global trips that customers make on the internet. At present, tools that support the analysis through the trips of the clients are in evolution and will be in the years to come the massive form of optimization. The objective of the optimization of the experience will be to comprehensively know the client’s behavior on the internet.
10. Optimization of the Digital Sales Channel.
In the Front Office, ecommerce management platforms tend to focus on digital merchandising by category, subcategory, segment and sub-segment of products. These platforms will drive the optimization of the digital merchandising of retailers and brands, making them more competitive. The objective of the optimization of the digital sales channel will be to increase sales from the personalization of the product.
11. The Augmented Reality.
As of 2015, the popularity of augmented reality will be the mainstream of adoption and commercialization of applications in the world. Augmented reality adds virtual information to physical information, improving user interaction with their immediate environment.
The impact of augmented reality on digital marketing is under development, but it is expected to significantly improve the interaction between the brand and the customer. The objective of augmented reality will be to facilitate the user to discover their immediate environment and thus maximize their experience with the brand.
12. Portable Technology.
At the end of 2014 we will witness the proliferation of portable technology. Portable devices are not designed to replace current mobile devices. Instead, applications are devices that collect data from a user and transmit real-time notifications so that people love. Trackers fitness and smart watches are currently the best used.
The objective is to facilitate user management data related to their performance in different areas and generate a close link between user and portable device.
13. Media Consumption.
With the massive penetration of the smartphone in the world in particular in China and the increase in 3G and 4G coverage worldwide, it is expected that by the end of 2020 more than 80% of media consumption will be digital. The objective of this type of media consumption will be to concentrate most of the demand in the digital world inside the smartphone.
14. Connectivity 100.
We are entering the era of Hyperconnectivity where Omnichannelism, more than a new concept, will be a critical success factor. Towards the year 2020 in practical terms all and everything will be connected. What will happen then?
While in the present we are limited to the launch of the best and latest smartphone, according to IBA Research, in 2020, the focus will shift towards the “Internet of Things” with more than 30 billion wirelessly connected devices.
The new channels to connect with consumers could finally change the definition of advertising. The goal of connectivity 100 will be to generate a close dependence of the user with things.
15. The Real Time Data.
To improve the efficiency of advertising, the demand for information in real time will be a key success factor in digital marketing programs.
The programmers’ challenge will focus on real-time analytics accompanied by ease of use and interpretation of results. The objective will be to maximize the capacity and speed of marketing decision making.
16. Viral Advertising.
Viral advertising is becoming a new way to attract the attention of the target market. Creativity will be developed to the limit, since attracting the attention of the consumer 3.0 is not an easy task, rather it is a huge challenge, because among its main features is its low brand loyalty and high level of willingness to try new products and hunt trends.
The goal of viral advertising will be to capture the attention of the consumer 3.0 to spread on the networks and ultimately maximize sales of the product.
17. Instant Messaging.
The new consumer does not want to be invaded with advertising and even less wants to receive advertising messages about products that he does not look for. While instant messaging through WhatsApp, WeChat and Line is a new tool to approach the customer by investing the concept of opening up to friends and the world to the idea of closing in privacy in small groups.
Brands should focus their efforts on communicating directly with the client based on the one-to-one communication model. The brand must find out how much it knows about the consumer, how to communicate, what to communicate and how often it can relate to its consumers.
The objective of instant messaging will be to arrive with a highly personalized message to the consumer, minimizing the rejection rate.
18. Mobile Money.
More than 41% of adults in developing countries have a bank account in order and more than 50% have a smartphone. This scenario is favorable for mobile money is becoming the future form of payment. The purpose of mobile money will be to facilitate consumer purchase transactions.
19. The Location Services.
The geolocation is revolutionizing the way we communicate. Consumers are out there and many want brands to find them. Foursquare, Foodspotting and other applications.
The NFC near-field communication technology is starting to show its potential. While the privacy issues surrounding location services will have to be resolved, consumers will continue to demand that brands understand all of their everyday contexts and find ways to make their purchases easier.
The purpose of the location services will be to facilitate the consumer process of information search for the decision making of the purchase.
20. The New Ads Formats.
For the next few years the ads that will predominate, will be those capable of integrating brand messages with elegance within a content relevant to the target audience.
Instead of pre-roll video ads and other “forced view” options, user solutions that respect the time and interests of users will predominate. The objective of the new ad formats will be to minimize the rejection rate by the potential client.
21. Mobile devices will move the computer.
By the end of 2014, the mobile device market will have outstripped the computer market. We will see smartphones with advanced processing capacity and very efficient batteries.
With this new scenario it is expected that by the end of 2020 the mobile phone will be the only Internet access in the world. The objective of the expansion of mobile devices will be to provide the user with connectivity.
22. Online Advertising Investment in Expansion.
Rates of 10% per year in online advertising investment we will see from this year. This phenomenon of expansion increases fivefold when we talk about online advertising investment in mobiles. The objective of the online advertising investment will be to arrive in the message in a highly personalized way to the final consumer.
23. Real Time Marketing.
The huge generation of content that users, potential clients and clients produce minute by minute, forces us to rethink the way we do marketing. From the moment Ellen’s selfie broke Twitter on Oscar night, marketers began to see marketing in real time in a different way full of opportunities.
The objective of real-time marketing will be to take advantage of the opportunities of the moment, to viralize the content of the brand and its value proposition.
New consumers expect a multi-channel experience. The goal of online advertising in the coming years will be to reach consumers with a consistent brand experience through different channels.
25. The Original Video.
Users and consumers value with thousands and millions of reproductions the original videos that highlight the values of the brand. Examples like Your Wishes Delivered: Driver for a Day of UPS published on December 1, 2014 already exceeds 2,300,000 reproductions.
The aim of the original videos is to increase the visibility of the brand related to positive and emotional concepts, thus contributing to the formation of a robust fingerprint.