16 Online Marketing Trends to Watch for in 2016
Author Eleanor Innis– Eleanor is a writer and editor for Shutterstock’s content marketing team.
The holidays are wrapped up and the new year is just beginning, meaning focus in your marketing department has likely shifted from cookie-baking contests back to online user cookie tracking. Over the past 12 months, we saw many of the predicted trends from 2015 come to life in brand campaigns and marketing activities around the web. Prep yourself for this year’s changes with these 16 trends that will shape the digital marketing scene in 2016.
1. Branded Video Makes a Long Play
Over the past few years a move to social media has caused some brands to shorten video assets into lightweight chunks that can be viewed in a tween-sized attention span. However, it’s already becoming clear that brands that invest in extended-length videos, or even short films, enjoy added rewards for the extra production value. Moët & Chandon, JetBlue, Johnnie Walker, Canada Goose, American Girl, and Lagavulin all released long-form video content in Q4 of last year, aiming to provide audiences with quality content that could captivate even fickle online viewers.
2. Visual Assets Drive E-Commerce
The fact that strong visuals are a prerequisite to driving meaningful engagement online is almost undisputed at this point. But as 2016 unfolds, we’ll see how visual assets contribute to more than just engagement and actually support online purchases. A study by visual commerce platform Curalate showed that 77% of marketers feel pressure to prove an ROI on their visual content, yet only 10% of marketers think their current visuals are actually working. More than half of the marketers in the survey were skeptical that they could show how visuals were contributing to online revenue. With more approachable revenue-tracking companies like Curalate, this problem will quickly become a thing of the past.