5 digital marketing trends to watch out for in 2016
As e-commerce in India is
expected to grow from the present $16 billion to a $50$70 billion market by
2020, here's what every marketer should watch out for:
1. 2016 will be the year of mobile e-commerce in
India
A study conducted by Outbrain shows that
Indians are consuming 41 per cent of their content through smartphones, 76 per
cent of which is consumed on Android phones. Brands are increasingly using
content marketing to engage with their audiences on mobile. As part of this
trend, mCommerce will take over e-commerce, with many predicting that by the
end of this year more than 50 per cent of total online orders will already come
from mobiles instead of desktops. Myntra has declared that they will be
shifting their marketing efforts from desktop to mobile-only by the end of this
year. Snapdeal has experienced a 90 per cent growth in 2015 with 65 per cent of
its orders delivered through mobile.
2. Messaging apps go big
Messaging apps are the next
big thing and their potential impact on the content publishing ecosystem
shouldn't be underestimated. In terms of sheer numbers, the world's four
leading messaging apps now have as many monthly users as the top four social
platforms.
Significantly for
publishers, messaging apps are used for much more than messaging: users consume
and share videos, photos, content and news.They're also emerging as platforms
for e-commerce. In China, Weixin, the local version of the WeChat app, enables
600 mil lion people each month to book taxis, check-in for flights, play games,
bank, place doctor ap pointments or make video calls.
3. Tier-II and tier-III cities will drive e-commerce in India
As a result of its growing
mid dle class, India is seeing tier II and tier-III cities showing an increased
demand and appetite for e-comm.
According to a study, the
highest demand for on line retail comes from ap proximately 5,000 towns and
cities in India, but there is no significant presence of physical retail in almost
95 per cent of these locations due to high real estate costs, which limit or
ganised retail from expanding.
4. Steady growth in use of videos as a key content format
There has been a phenomenal
growth in the use of video content and this is set to continue in 2016,
particularly a c r o s s m o bi l e plat for ms like YouTube, Facebook and
Outbrain. Video allows greater engagement, enjoys lower bounce rates and is
able to showc a se pro duc t s i n multiple scenarios.
5. Rise in content marketing
Marketers cannot revert
back to the popular tactics of push marketing. In fact, in 2016 brands will be
spending a lot of time creating more relevant and inspiring content than ever
before.
Smart e-commerce and
well-executed content ma rketi ng complement each other and ensure that there
is engagement between brand and consumer at multiple touch points throughout
the purchase cycle. Digital still forms a relatively small part of overall
marketing spend in India. But as advertising becomes increasingly personalised ,
and brands strive to find better ways to connect with their target audience,
content marketing will continue to evolve and become the key to future
strategies.
|
businessinsider in
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ET5JAN16
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