Marketing trends for 2016

Here at Equator, it wouldn’t be the start of the year without sharing our predictions of what’s going to be ‘the next big thing’ in digital marketing!

Now that we’ve bid farewell to the endless mince pies & prosecco on tap, it’s time to grab 2016 by the horns and it wouldn’t be the start of the year without sharing our predictions of what’s going to be ‘the next big thing’ in digital marketing.

Personalisation

The ever evolving landscape means that our customer is never in the one place, and we need to address the different ways in which we communicate with them, whether that be email, onsite, on social media - the list goes on. What will become even more important in 2016 is the way in which we as marketers create meaningful conversations across the different touch-points of the customer journey. We will see brands produce sharper, more tailored campaigns that really resonate with their target market and create brand authenticity.

Adoption of wearable technology

In an attempt to capture relevant customer data, companies looking at the way people adapt to wearable technology will be something we see an increase of this year. A study by Gartner suggests that by 2018 it is estimated that up to 2 million employees will be required to wear health and fitness tracking devices as a pre-condition of employment. From the customer perspective, the way in which we engage and share results from these trackable devices will give marketers informative data that can help improve customer satisfaction and ultimately create a positive brand experience. We will see more partnerships benefit from the growing relationship between technology and healthy living. For example, the app ‘HealthKit’ that Apple & Nike has created a perfect way to gain detailed insights into the way we interact with the brand.

The role of long-tail affiliates

Something we will be keeping our eye on within the affiliate team specifically is the changing role of the long-tail affiliate and their contribution to programme efficiency and conversion. We have learned of new types of reward such as ‘commission by assist’ that will allow for new strategies to increase engagement with content publishers in an effort to recognise their earlier contribution in the purchase journey. Add this to the cross-device tracking opportunities, we’re about to gain a lot more transparency on what, when and how these affiliates deliver true value to an affiliate programme.

By Laura Paterson, Affiliate Executive