digital marketing, digital strategy

What does 2016 have in store for digital marketing?

What does 2016 have in store for digital marketing?

Although you might be in the midst of a pre-Christmas marketing frenzy, it’s very nearly time to start planning next year’s campaigns. Which direction should you be heading in the New Year? Let’s get a few ideas by taking a look at the top digital marketing trends for 2016 that experts are predicting:

  1. Easy-access mobile sites and intuitive apps. Every year, mobile becomes bigger – in 2015, Google research revealed that searches on mobiles overtook that of desktop computers in as many as 10 countries, including the U.S. Brands investing in mobile-optimised websites and considering developing apps will all stand themselves in good stead for the year ahead.
  2. Interactive content. You only need to look at the power, reach and popularity of infographics as a way of communicating data and engaging users to see which way content will head in 2016 and beyond. The next step is a rise in interactive content, such as interactive infographics, quizzes and games.
  3. An app explosion. According to, which has an eye on the ranking possibilities for apps and Google’s attitude to them, there will be a significant increase in new apps next year. As a way for users to access content and services quickly and easily, a well-designed app can’t be beaten.
  4. Wearable tech gets a foothold. One of the big emerging trends in 2015, wearable devices have not quite taken off in the same way as the iPad, but 2016 could be the year for this trend to gain some traction.
  5. Niche social media platforms. We’ve already seen a rise in the popularity of platforms such as Snapchat and Periscope during 2015. believes that next year could see even more emerge as front-runners, as brands see the advantages of niche platforms where they can establish real-time engagement with customers.
  6. The domination of video. This is hardly a new trend, but you will not be able to escape video marketing and advertising online next year. Impress has published statistics from the Content Marketing Institute which show that 71% of consumers say that videos create a positive impression of a company, while 58% see brands with video content as being more trustworthy.
  7. Optimising for digital assistants. Now that we all rely on digital assistants such as Cortana and Siri to run our lives for us and importantly, find things for us online, it will be increasingly important in 2016 for brands to find ways to optimise their content and websites. The key, according to experts at, is to simply make sure you can be easily found and the business information is easily accessible, rather than trying to funnel users to your site specifically.

Of course, the digital marketing world is an incredibly fast-moving one, so next year could actually look very different than experts predict. Who knows what new technology could emerge to completely change the game?

What do you think will be a digital marketing ‘must’ next year? What are you focusing your efforts on ahead of 2016? Please feel free to share your thoughts.

further reading