5 digital trends that are set to turn 2016 upside down – Part I: Content, Social & Data
So here it is: 2016 has arrived. And that means a look ahead to the coming year. Asking around the Tammos and Expanders produced a nice mixture of quotes. One thing’s for sure: we’re in for an awesome 2016!
1. Content & Social – from Ad-blockers to the Matrix
The digital giants are managing to worm their way further and further into our lives. And as long as they make our life a bit better, more fun or smarter, this doesn’t seem to bother us. Speed and relevance remain key in order to be able to stand out in 2016.
Ivo Kleppe, Lead Content at TamTam: “2016 will hopefully be the year of relevant advertising rather than a legal battle about ad-blockers. Advertisements that match our search query and are displayed at the right time are no problem for the vast majority of people. Brands are often still completely missing the mark in this regard. As long as a 7-year-old boy is confronted with an advertisement about shaving when he opens a YouTube clip, there’s still plenty of work to be done.”
Ivo Kleppe, Lead Content at TamTam: “Whilst in recent years we’ve particularly communicated with our friends using text, we are seeing that face-to-face messaging is becoming increasingly important. We are using audio and video messages to talk to one another more often. And we’re not as camera-shy as we used to be. That’s not surprising, since we’re also seeing images being used prominently when it comes to content creation and web design.”
Thom Kloet, Senior SEA/RTB Consultant at Expand Online: “Why would anyone still use banners for branding if they could show VPAID videos instead? Attractive visual material combined with specific targeting is the winning combination for 2016! With interactive video you as a brand have the opportunity to interest, engage and commit potential customers in a single advertising spot.”
Fieke Ripping, Online Marketing Consultant at Expand Online: “‘Rubbish advertising! Get out of my feed you losers!’ Although the average Instagram user still needs to get used to sponsored posts in their timeline, the figures for the first campaigns show that it’s a successful advertising tool. Unprecedentedly high CTRs, low CPCs and high quality traffic to the website. You know you want it.”
Ivo Kleppe, Lead Content at TamTam: “There is a countermovement happening with regard to personal display on social media. On the up and coming platforms like Snapchat it’s no longer about the pixel-perfect shot, but about being real and fun. The result is a split around posting the best images using Instagram versus an app like Beme – an app that uses real images from the real world that you can’t ‘tweak’ or manipulate because you post the video immediately, unseen. Epic and honest.”
Max Pinas, Online Strategist at TamTam: “The digital giants are building a Matrix (yes, like Neo’s). The possibilities offered by VR and Artificial Intelligence far exceed what we can imagine. Facebook and Google are buying one start-up after another are going into battle. Soon we’ll be able to step into The Matrix from our living room.”
2. Data – from Marketing Automation to Self Driving Cars
Data is everywhere, and we are seeing that companies will be increasingly improving their control of this data in 2016. The companies that really dare to use customer data to improve users’ lives will become the gamechangers in their industry even more than in 2015. And that’s without even mentioning the possibilities offered by self-learning algorithms.
Max Pinas, Online Strategist at TamTam: “I keep seeing more smart apps and solutions in the field of eHealth, whereby healthcare is viewed from a different and ‘disruptive’ perspective. From technology that makes it possible to diagnose cancer from a single drop of blood to an ambulance drone. These are remarkable first steps, and I can only see eHealth making even more of a difference in 2016.”
Barry Borsboom, Lead UX Designer at TamTam: “Big data is the 21st century’s oil. But oil is simply thick gloop until it’s refined into petrol. The same applies to big data – it needs to be refined first in a ‘self-learning’ algorithm. Algorithms are all around us now. For example, Tesla’s ‘self-driving’ car is already driving around on algorithms that manage to interpret all the data around them smartly. This means that the Tesla brand is constantly gaining in value. It’s not about the data, but about the self-learning algorithm. Algorithms are the secret ingredient for successful organisations in 2016.”
Ralf van Veen, Online Consultant at Expand Online: “It remains a challenge to generate leads. TGWHMA, Thank God We Have Marketing Automation. A growing number of companies are recognising that ‘warming up’ leads in stages by automatically sending relevant content is the best way of winning leads. Your sales team are happy with better leads, and your marketing team are pleased to be relieved of the burden.”
Dimi Albers, Managing Director of TamTam: “With the big data hype behind us, marketeers and agencies are finally coming to realise in 2016 that size doesn’t matter – ordinary data is what it’s all about. Data and creativity are finally being properly combined. This means that brands are increasingly able to develop platforms and campaigns that consumer will actually find and use. And we can finally also have a sensible discussion about ROI.”