An Hotwire Event: New Communication Trends for 2016

5 Key Trends You Need to Know.

The best digital marketing communication trends for 2016. Here are five current trends that every digital marketer needs to know. 

Platform Wars

Best online platform businesses should be using in 2016: websites are not as important as they used to be, the platforms on which customers live take first priority. This means that businesses must not drive customers to their websites anymore and businesses should not rely on their websites to generate views and revenue. Businesses need to make use of apps and need to sell their products on other reliable sites, such as Amazon, Takealot or Yuppiechef. Businesses need to give up their sense of control by letting go of their websites and not making the website the first priority. Businesses need to serve content to customers on a platform that they are already using. Do not try and interrupt user experiences by sending customers to your website.

Funnel Reversal

Why is funnel reversal important? Businesses need to reverse the funnel by creating personalised content. For example, sending customers Happy Birthday messages when it’s their birthday or maybe sending customers who regularly dye their hair the colour specials for the month. Businesses need to build relationships as well as connections with customers in order to gain their trust. Businesses need to focus on content in order to be seen through all the clutter and once customers see you and engage with you, businesses need to create a connection so that they come back for more.

Our audience is killing advertising

Banner advertisements are a thing of the past. Banner advertisements are seen to disrupt user experiences and leaves customers with a negative experience with the brand. Businesses need to start engaging in native advertising. Native advertising can be defined as: an online publication that has the look and feel of an editorial but is paid for by a company and is used to advertise the companies products or services. Buzzfeed is an extremely good example. As customers are killing businesses advertising, businesses need to find alternative ways to advertise, for example in the beginning of podcasts.

Age! – What is it good for?

The use of age when targeting customers? NO! Age is just a number. Age is equal to laziness as it is the first thing we learn about someone. It is the first question we ask whenever we meet someone new “How old are you?” Businesses need to focus their marketing on hobbies instead of age. For example, we categorise customers into “millennials” meanwhile these customers are all at different ages and are all at different stages in their lives.  Marketers need to understand the different customer segments instead of assuming that all customers act the same. For example, with light-up shoes, there are two kids, both aged 15, boys, one is outgoing and the other is shy. The shy boy will most probably not wear the light-up shoes as they bring attention and he doesn’t want to be noticed while the outgoing boy will definitely wear the shoes because they are cool and everyone will notice them. These two boys are the exact same age, but have different hobbies and are actually the complete opposite. Marketers can therefore not base their marketing campaigns based on age, but rather on hobbies mindset and values.

Living in the moment

So far there are four main social media platforms on which customers can go live namely Facebook, Twitter, Instagram and YouTube. Marketers need to focus on what they are feeling in that given moment, instead of focusing on external factors like lighting and make-up. Marketers need to share moments as they happen. With this new type of market, there is no time for planning communication, businesses need to live in the then and there. By creating these live videos, the communication from businesses to consumers becomes spontaneous and results in authentic, transparent messages to the consumer. Do not rely on communication calendars but rather rely on instinct. With live videos, businesses need to live in the moment and embrace the lack of perfection.


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