As we enter the last quarter of the year, it is time every marketer like you began making plans for 2017. However, even before you start planning your budget, you need to be aware of the expected digital marketing trends so you can plan appropriately. Here is a look at some of the key areas that we expect to dominate the Singapore digital marketing scene in the near future.
Plan to market to even more millennials in-store
With more than 80% of millennials across the world using their mobile devices in-store to spend money online, marketers will need to focus more on finding relevant offers to target this huge market via their phones. A good example is the US-based Target who are using their rewards app to show customers offers as they view different store departments on their smartphones. This taps on Beacon technology that is capable of gauging precise proximity in close quarters, making it possible to place highly contextual offers in the hands of customers. With such technology emerging ever so often, digital marketing agencies in Singapore are also leveraging on them to better target millennials via mobile devices.
Going mobile more than ever
Since the beginning of 2015, mobile marketing has remained on the forefront of all digital campaigns in Singapore and the trend is expected to continue in 2017 and beyond. Singapore has one of the best 4G mobile coverage in the world with 99% of the island enjoying LTE coverage and 9 out of 10 people under the age of 60 use their smartphones every day. Aside from smartphones, experts predict that 1 in every 4 individuals will be using a wearable device by next year. This makes it imperative for every digital marketing agency to emphasize on mobile-friendly websites or apps to its clients. Prepare to create content that looks good on every type of device from the iPhone and iPad to even the Apple Watch.
More focus on live video streams
Videos have been quite popular in recent times but today marketers are focusing more on live stream videos to get more views and engagement from their audience. Live streaming tools such as Periscope, Facebook Live, the YouTube app, and Meerkat have made the live streaming movement quite popular among internet users. Marketers can use live streaming in many different ways, an example would be giving their audience a behind-the-scenes vibe of a process or location. You can even stream a live event featuring the launch of a product or service. Live streaming is also a cost-effective video marketing technique since it costs much less to produce than pre-recorded videos.
Get set for “Buy” buttons in social media
The evolution of social media into an e-commerce platform has brought about “Buy” buttons that allow customers to shop directly from the social networking site instead of being redirected to an e-commerce website. The buttons have already started appearing on most of the major social media sites including Facebook, YouTube, Twitter, and Pinterest. They are rarely used but as more shoppers become aware of their functions, they are expected to become quite popular in the near future.
More reliance on data
There are numerous ways of collecting and using data, thanks to technological advances. In the near future, business trends will rely on data more than ever. For instance, many websites today can capture data from their visitors including important details such as age, location, education, and the device they are using among others. A digital marketing agency in Singapore can use this information to create customer profiles that they can refer to when coming up with product or brand slogans and even when writing content. Such data can also be used to find out which social network has the best marketing potential and generally the behavior of their various target markets.
Data provides as many benefits to the customer as it does to the company. A fine example is Predictive Analytics which tells you the best ads to show at any given time based on what customers are searching online. It makes the shopping process faster and easier for customers shopping for a specific product. This is just one of the reasons why data collection and analysis will be crucial for marketers in 2017 and beyond.
In 2017, a digital marketer with the right tools and technology certainly stands a better chance of succeeding in his or her marketing efforts. With this in mind, it is essential that you allocate your marketing budget wisely; the last thing you would want is for it to go to waste as a result of a bad decision (such as investing on less effective traditional media). Hence, rather than guessing and attempting to figure out yourself, it is high time you spoke to an agency on the expected trends in digital marketing.