Many digital advancements will be made in 2016, from the rise of mobile messaging apps to mobile commerce finally gaining some mojo. Here are eMarketer’s predictions for what will happen next year.
The Voice Of the Consumer Will Be Heard
Smartphone use is driving up the number of inbound calls to businesses. Voice-activated search has been rising steadily. Consumers are talking to personal assistants through their smartphones and cars, and those “assistants” are getting smarter. And with the rise of smart watches and connected home devices, they’re talking to a wider variety of devices from various locations.
Marketers need to be prepared and ready to optimize digital content for speech-based (not keyword) queries and learn how to make sure that content can be discovered by personal assistants.
Marketers Will Join the Conversation (in Messaging Apps)
It’s tempting to say 2016 will be the year of mobile messaging ... but that would be hype. Still, WhatsApp and Facebook Messenger are both well on the way toward having 1 billion monthly active users (MAUs) worldwide.
In 2016, Facebook will add more services and marketing opportunities for brands in both Messenger and WhatsApp. Based on what other messaging apps are doing and what the company has said about advertising in its messaging apps, the offerings Facebook will bring to the table won’t be traditional marketing or advertising opportunities.
More like this
Chris Llewellyn's 2015 magazine media predictions
Four content marketing predictions for 2016
Five predictions for the future of publishing
How Meredith fuels its revenue growth across channels
Meredith, publisher of brands such as Better Homes & Gardens, Eating Well, Parents and Family Circle, achieved an interesting milestone recently. The company reached an inflection point where its digital advertising growth outpaced print advertising declines, according to Jon Werther, president of Meredith’s National Media Group.
13th Feb 2017
How Harvard Business Review is embracing the future
Harvard Business Review’s print magazine recently underwent a redesign… But, as Josh Macht, EVP and group publisher for the Harvard Business Review Group, explains, the design changes are part of a much bigger shift in strategy, which involves a much bigger multi-platform ‘experience’ overall – gearing up HBR not only to take advantages of opportunities today, but also readying it for the opportunities of tomorrow.
21st Feb 2017
Hearst Autos broadens audience, invests in mobile and editorial for 2017
Hearst is investing resources into its new Autos division and expanding its automotive brands, building off the success of the last several months. This build up involves editorial expansion as well as a functional expansion, according to division president Nick Matarazzo.
17th Feb 2017
The New York Times News Service: from WWI ‘war wire’ to rich, multi-media content today
Started during World War I, The New York Times News Service and Syndicate today offers partners rich multi-media content across a range of verticals and in several languages from not only The New York Times but also other premium content sources such as Harvard Business Review, National Geographic, Slate, The Economist, Meredith and more.
13th Feb 2017
[Long read] How prepared are you for another fundamental shift in how your audiences behave?
Putting more emphasis on consumers’ behavioural shifts and not only thinking of the technological shifts is fundamental for publishers to survive another period of what will be “tumultuous change”.
19th Feb 2017