The market demand today is for a comprehensive integrated communications plan for a brand. Big brands outsource and split the work across agencies. They may engage an advertising agency, a standalone digital PR firm India and a different digital PR firm to handle the brand’s image internationally.
Digital PR and digital marketing play a major role in the integrated marketing/communications plan. With rise in internet usage, increasing presence of users on social media, let’s see what will be trends for digital marketing in the year 2016-
1. Mobile will become the first screen- According to the recent report by IAMAI and KPMG India is experiencing a mobile revolution. The report highlighted that India will soon reach 236 million mobile internet users by 2016, and 314 million by 2017. The growth of internet usage by mobile phones has increased many folds. Availability of internet data and smartphone at affordable prices has further triggered the process.
Moreover, it has been reported that an average Indian spends 169 minutes of their day over their mobile phones. Harnessing this great opportunity, many companies are adapting to the trend of coming up with their mobile apps rather than having websites. Apps for each and every business requirements are available.
Some companies have actually taken the way of the app-only business model.Realizing the requirement of the market, that users don't want to spend time and internet data surfing for the website of the companies. Instead, it is much more convenient to download an app and enjoy a personalized experience a brand gives to its customer via app.
2. Spend on social media ads will increase- According to a report by Business Insider Intelligence, US social media spend on advertising was $6.1 billion in 2013, $8.5 billion in 2015 and is expected to reach nearly $14 billion in 2018.
A similar trend is going to hit the Indian market as well. Many users in urban and tier 2, tier 3 cities as well use social media. Therefore, companies are seeking a better option to spend money on the targeted audience to avoid spill- over of the same capital being spent on advertising otherwise.
3. Organic social marketing will rise- In a survey by Adweek in 2015, it was found that out of 5,000 marketers surveyed, 70 percent planned to spend more on using content marketing to increase their social presence. Brands have started expanding their presence across social mediums to engage well with their customers. With growing market competition it is very difficult to hold to a customer and to make them brand loyal. Moreover, even consumers also don’t want just one-sided communication, instead, they appreciate a brand interacting with them, resolving their issues, and giving them a personalized experience.
4. Demand of video content will rise- Videos have been a success factor for many marketing, PR attempts in past few years. Brands share their videos on YouTube and promote them via social mediums. If the content is shareable, and appealing enough to the audience, the video becomes viral within hours. Thus the brand manages to get exposure with almost least investment rather than a commercial ad film or a print ad printed in esteemed newspaper or magazine with lakhs of investment.
Also, Google is also testing to use video ads in its PPC search ads, which is soon expected to be launched. Clearly, video marketing has a lot of potential with minimum investment possible.
5. Chase for influencers will trigger- It’s the ‘word of mouse’ that will become the trend coming year. Rather than the word of mouth, 'word of the mouse' by influencers will hit the market. People believe a common man rather than a celebrity talking about the brand. Thus, brands will chase influencers to promote their brands and create a mark on the minds of consumers.
6. Virtual reality – New business opportunity and entertainment attached to the virtual reality experience will be on the rise. Even thought something like this requires a lot of spending, but brands like Lens Kart, L’oreal, Omega watches, Asian Paints have used augmented reality to not just inform consumers about their brands but, in fact, give them a moment to live the brand and experience it.
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