Digital Marketing (Campaign) Trends 2016

Since beginning of the year 2016 I have read a couple of those articles about Digital Marketing trends for this year. Either the articles have prospected on high-level Mega Trends or they have been focused on micro trends.

That the reason I tried to sum up an overarching list of Digital Marketing trends to create  roadmap for Digital Marketing activites (B2C) in 2016.

Here you will find a selection of topics which are relevant in 2016 and might be for the upcoming year(s):


The landscape of device is changing rapidly. Almost 50% of accessing digital communication assets via Smartphones across Europe. Take your target groups, define the user journey, pick out the mobile touch-points and improve your marketing assets for mobile usage (accessibility, usability and user interface).

Be aware that at the moment around 70% of B2C Money Transaction happens mobile. So if they spend their money on their mobile phone, users also expect communication assets to be mobile-optimized/ -made.

Tablets are currently mixed up with Smartphones when talking about mobile analytics. Split your analytics when talking about devices within Smartphones, Tablets and Laptop/Desktop computers. Laptops will be replaced by Tablets and Laptop-tablets-like-hybrids very soon.

Corporate and Campaign Websites

Enhance mobile usability and interfaces on your owned channels such as corporate websites and campaign landing pages.

Test your mobile websites first by yourself – your fingers/ behaviour is the first indicator what needs to be improved. If the button is too small for your fingers: Change it. If you are lost within your navigation: Change it. Instead of spending tons of money on usability tests (unless you are a e-commerce business) test it on your colleagues, family and friends.

Create mobile experience that matter – do not replicate your website for mobile device: Use mobile advantages like location-based-services, features of Apps you like, …

Social Channels

Apps are the heart of the internet – and Smartphone: Facebook, Instagram, Twitter, Linkedin are the most used Social Channel apps (unique visitors, time spent and engagement). People spend the most time within these apps (even if the younger audience is now also using SnapChat or other newbees).

When it comes to time-spent within apps, Facebook is leading with almost 42 min / each day – and it is covering already all stages of your marketing funnel.

Communicate as much as you can Social first (even to test the material) and improve your social profile pages and content. If a fan posts on your Facebook page, it is like someone on the street telling you a personal message. So react as much as you can on comments and be natural like to a friends.

Do not replicate your PR news on Facebook: You have Linkedin,Twitter or your corporate website for that. Facebook content should be valuable for your target audience and should be worth to share viral.

Mobile Apps

Think twice before you create a Mobile App (Android, IOS) for your company. Besides the high development costs it should rather a useful tool for your customers than a replica of the content of your corporate website.

As there are millions of Apps now in the App-Stores it will cost you a lot (CPA) to promote your App. A Web-App could be a better alternative then as it is independent to App-Stores and can be accessed without the hurdle of downloading it first.

(Social) Content Marketing

“Snack-able” content is the key – create content that gives the user a 5-min break at his daily routine. Try to wrap your product information as entertaining as you can. Further product details you should place on the product page of your corporate website. But sometimes some hidden details could be worth sharing.

Don’t try to “force” your agency to come up with exciting content. Content production will cost you a lot of Marketing budget and you can easily find the right content for your target audience within popular video-channels on networks e.g. Youtube. Your opportunities: Product-Placements, Co-Authoring, Cooperations, Specific Ad Placements, …

Videos are the perfect content format. Within Social channels like Facebook the video length should be max. 20-30 seconds long. Focus on the first 3 seconds: They will determine if users will watch the video to the end.

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