Trends in e-­marketing in 2016 and beyond

Sumit Peer | Mumbai | August 03, 2016 09:17 IST

E­marketing is pushing the traditional mediums towards the back seat. The future of e­marketing lies in integrated marketing communication, an approach that integrates different mediums of marketing with a consistent message from the brand.

Drifting focus of today’s world towards Internet has given birth to a new language of communication. Leaving a great impact on the audiences’ mind, it has changed the way in which businesses are conducted across the globe. The usage and impact is such that no company can afford to ignore the digital space. E­marketing is pushing the traditional mediums towards the back seat. The future of e­marketing lies in integrated marketing communication, an approach that integrates different mediums of marketing with a consistent message from the brand.
 
Let's look at the upcoming trends in e­marketing:

Digital has taken over the traditional channels of marketing
Digital is much more versatile, practical and streamlined. Therefore, it provides tremendous potential not just to the consumers but also to the marketers. Being a two way  communication channel, it allows different brands to engage their audiences and have a conversation. This feature lacks in traditional mediums (print, radio and television) as they are majorly one­way communication channels. The impact of e­marketing is instant and stays long.

Marketers will have to give the front seat to mobile
Understanding the current scenario, where mobile is being considered as one of the fastest­growing media channels. It is needed that the marketers should prioritize the mobile medium in order to reach the consumers on their own terms. In a short span of 5 years, mobile has gone from an emerging trend to the new normal. It is now predicted that in near future, the mobile advertising spend will even surpass desktop.

Social media has seen a boom as a marketing channel
Social media companies are looking out to bulk up their innovative ad offerings and encourage more and more companies to participate in the same. The big social media companies have achieved success to an extent in building engaged audiences. While, now these companies are turning their attention towards monetizing the audiences and helping the marketers reach their target audiences. The particular focus of social ad offerings towards mobile and video has caused a shift in the marketer’s budget towards social.

Online video will be in limelight
Online video has gained much popularity in the recent past. The marketers are seeing it as a potential medium for marketing. The effect of online video marketing is instant and lasts long. The projected growth as a channel for viewers has made it the first choice of the marketers.  Big  social  companies  are  in  the  process of finding ways to integrate  powerful

video offerings into their ad systems. Some of the budding areas include auto­play videos, native in­app video ads and live streaming. Apart from all the benefits, view ability still remains a concern for marketers in this medium.

Augmented Reality and Virtual Reality will be the new stars
A lot is heard about augmented reality (AR) and virtual reality (VR) technologies lately. Do they actually have the power to become the favorite medium of the marketers? A path is led by the developers for new technologies and the talk is turning on how brands and marketers might be able to use them for advertising purposes. In the future, AR technologies will have the ability to gain attention around product launches and experiential events in a more tangible and complete manner. On the other hand, B2B marketers will get an opportunity to showcase large equipment to potential buyers at a lower cost with the help of VR technology.
 
The author is Founder & CEO, Aurelius Corporate Solutions
 

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