While 2015 was the year of mobile commerce and marketing data, I believe 2016 will be the year of the personal touch. Recent studies show that consumers are turning to businesses that provide a memorable buying experience. So here are five marketing trends for 2016 you may want to keep in mind before planning your next marketing campaign.
Banner ad backlash. With the increased use of ad filters, higher marketing costs, and diminishing response rates, banner ad traffic has declined 30%. Look for businesses to focus their online resources to search engine rankings and building their email lists.
Return to print. New studies have proven what many people already knew: print material has more impact than digital. Could 2016 be the year of a return to catalogues and direct mail? If businesses invest more resources in messaging and creativity, we could see a huge resurgence in print media working in tandem with digital.
Memorable experiences. New generations of consumers demand it and older generations appreciate it. Businesses that provide consumer-centric experiences will see a more loyal customer base. Look for a renewed focus on marketing programs that involve customer interaction and education.
Back to brick and mortar. Continuing with the theme of experience, many online retailers are now opening brick and mortar locations. They are realizing that being able to touch and try a product creates a much more fulfilling and personalized buying experience. Look for retailers to continue the evolution towards creating welcoming, interactive environments.
Not so social. Peer to peer social media platforms like Snapchat and Instagram are making word of mouth more powerful, while being less accessible for would-be advertisers. Look for this trend to continue as users start sharing brand experiences on their own terms.
Marc Gordon is a speaker and consultant in the fields of marketing, communication, and showing businesses how to build lasting relationships. Visit marcgordon.ca or his online show at marctv.net for more business tips.