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Marketing trends to tackle in 2016
As smartphone adoption continues to rise with an estimated 2 billion consumers worldwide expected to own a smartphone by 2016, the opportunity for brands to be connected with their customers and prospects is set to be closer than ever. Enter relationship marketing.
1) Relationship Marketing
As smartphone adoption continues to rise with an estimated 2 billion consumers worldwide expected to own a smartphone by 2016, the opportunity for brands to be connected with their customers and prospects is set to be closer than ever. Enter relationship marketing.
The goal of relationship marketing is to focus on building stronger loyalty and long-term customer engagement rather than on quick, short-term customer acquisition and individual sales. This helps companies develop strong, emotional customer connections to their brands that drive word-of-mouth promotions and lead generation.
2) Marketing Automation
As marketers today are spending at least 50 percent of their time on content, companies are coming up with more ways to automate marketing. Marketing automation alone is worth $5.5 Billion and is leading the way in lead generation and prospect nurturing.Using a marketing automation platform makes it easier to schedule emails, segment contacts, automate social media posting, manage your content, and track the lifecycle of customers in your marketing funnel.
3) Location-Based Marketing Technology
How can event professionals and marketers create an interactive experience? They must target users at the point of engagement. Location-based marketing technology, like iBeacons and RFIDs, helps make this possible. iBeacons are small, inexpensive transmitters that use Bluetooth Low Energy (BLE) technology to detect nearby devices that can be housed in retail stores, point of sale displays, and merchandising areas. It’s all about location – and the marketer’s ability to make the most of it, in real time.
4) Virtual Reality
Virtual reality technology, like Oculus Rift, will inevitably have a huge impact on the way that marketers engage consumers in 2016. One of the biggest keys to marketing, especially to Millennials, is personalization. With the ability to literally tell 360-degree stories, companies will be able to engage like never before.
5) Ephemeral Marketing
Snapchat is already moving into the space of a “standard marketing platform.” In the upcoming year, marketers will come to understand that Snapchat isn't just a tool for fun marketing experiments; it's a platform that users are flocking to in order to digest social media in real time. In order to deliver integrated campaigns that make constituents feel connected, especially the younger generation of consumers (read: Millennials) you need to be offering exclusive content that has an expiration date.
6) Search Past Search Engines
With Facebook already working on tests for its own search engine, it seems inevitable that search capabilities will go far beyond Google, Bing, and Yahoo. As search capabilities improve within social media, brands will get an automatic boost. In addition, when buy buttons and payment messaging appear on social in 2016, an all-in-one-type platform will manifest (more convergence).
Source: blog.hubspot.com
