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RESEARCH, ANALYSIS & TRENDS

Globalization, mobility and the changing

attitude of consumers influence Digital

Marketing the most in 2016

Apart from digitization and the new channel opportuni- Customer Experience goes omnichannel - totally
ties, advertising is apparently most influenced by mobili- Seen on television, researched on the tablet, checked
ty, globalization and the changing attitude of consumers out in retail stores and then ordered in the online shop.
towards brands that demands honest and authentic The majority of customers will take this journey in the
communication.
future. In doing so, there are no breaks between the
Besides ‘Big Data’, the usual suspects ‘Content Market- channels, but a consistent brand experience, which at
ing’ and ‘Native Advertising’ made quite a splash in any time offers the usual service and handles the same
2015. But here is my guess what trends will dominate information and messages. Challenging for companies
the marketing world this year: are not only the processes here but the initialization of
suitable products and services.
Digital Transformation will continue trending
Individualism will be king
Digital Transformation is by nature an ongoing dynamic
project and therefore won’t be completed in 2016. Ra- Anyone who looks for wellington boots on the Internet
ther, existing business models and structures will be gets similar product ads for weeks, isn’t it? Instead, it
analyzed, questioned, newly-created and essentially would be more helpful to offer related items such as
continuously adapted to new market developments and umbrellas or rain coats instead – at least after the pur-
customer needs. For this reason the digital transfor- chase. The same applies to content on websites: In-
mation has to be seen as a company’s constant com- stead of responding to the search behavior of users,
panion. every visitor usually receives the same information –
but that’s finally what will change in 2016.

6 Asian eMarketing - January 2016 - Digital Marketing Trends & Predictions
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