The document discusses digital marketing trends for 2016 based on opinions from 72 digital marketing experts. Some of the key trends mentioned include: - Increased focus on content marketing through platforms like Snapchat, Periscope and live streaming. - Emphasis on mobile strategy and app development given rising smartphone usage. - Leveraging data analytics and targeting consumers in micro-moments to provide personalized experiences. - Growing importance of relationship marketing, reputation management and customer retention.

1. DIGITAL MARKETING
TRENDS FOR 2016
Norwilyne Joy S. Garcia
MM230- Marketing Management
University of the Philippines
Institute of Management
Prof. Mita Angela M. Dimalanta

2. “What are the biggest
digital marketing
trends this year?”

3. CASEY MARKEE
Uses:
Navigating users through a store map virtually via their phones
Serving users pop-up notifications when they are near a retail display
Acting as virtual docent as they navigate through an exhibit hall or museum
Providing timely arrival and departure information when they are near a bus or train stop.
“The new marketing trend I expect to
make an impact throughout 2016 is…”
BLE Beacons

4. “The next big thing in digital marketing in 2016
is…”
Messaging
EYAL PFEIFEL
DAVE CHAFFEY
Reaching and influencing consumers as they move from public social media to
messaging will remain a challenge to businesses, but as this next trend shows,
there will be new options for reaching consumers via messaging.
Messaging is already huge in the digital world. Expect digital marketers to make
it even bigger.

5. “The next big thing in digital marketing in 2016
is…”
Snapchat
KYLE S. REYES
CHRISTIAN DE PAPE
Creating ads and teasers on Snapchat with photos or videos that only exist
for a few seconds creates a sense of urgency and exclusivity in the viewers’
minds. So, in 2016 companies need to emphasize more on creating platforms
which allow users to be a part of the experience, rather than just getting to
experience it.
ANANT MENDIRATTA

6. It has emerged from frequent use of social media and key
individuals that influence other members. These individuals
help to promote products to a target audience of potential
buyers
EVAN ASANO
MAX CRON
“The trend that continues to grow in digital
marketing in 2016 is…”
TAREK DINAJI
JODIE SHAW

7. “The next big thing in digital marketing in
2016 is…”
Pinterest
JAMAL ASSKOUMI DAVID PERKINS
They feel it will become the new digital marketing fad this year, as businesses will be
able to advertise their products and services in simple, easy-to-view images.
They are expecting Pinterest advertising to launch in a big way in 2016. Considering
that 93% of Pinners shopped online using Pinterest in the past six months, we can
predict that advertising to this market could be quite lucrative.

8. “The next big thing in digital marketing in 2016 is…”
Content Marketing Via:
Periscope, Facebook Live, Podcasts, Video & Live streaming, Meerkat &
Anchor
Nowadays, people want their information in real time.
Fans want want immersive experience that connect
them to a particular brand
This lets a marketer establish the ‘know-like-trust’
factors which foster relationships and grow sales
The most successful digital marketers will be those
who are able to establish a high level of trust before
asking potential clients and customers for sale.
ANDREW HUBBARD
SIMON SLADE
TRAVIS BENNETT
CHRISTINE ROCHELLE
HEATHER CLARK
HENRY MCINTOSH
JASON SWENK
ANOOP GUPTA

9. Visual
Content
Customer
Generated
content
Informational
Content
Content
Distribution
Innovative &
Hyper-Relevant
Content
Content
Marketing &
Industry
Quality
Content
Interactive
Content
Good
Content
“The next big thing in digital marketing in
2016 is…”
MATT GIBBS
ELIZABETH VENAFRO
JESSICA
JOBES
KRISTIEN
MATELSKI
TAMARA BUDZ
CHRIS MARTIN
PHILLIP REINHARDT
DERRIC HAYNIE
JEREMY LEVI
CHRIS HOOD
JIM SHOOK
MATT BUDER
SHAPIRO
NICK LEFFLER
SAM WILLIAMSON
ANGELA POLDBERG
KELSEY MEYER

10. “The next big thing in digital marketing in 2016
is…”
Mobile strategy development
With more smartphones on the planet
than people and more customers making
purchases via smartphones, it is time to
bite the bullet and get a grasp on mobile
marketing to start reaping the
overwhelming benefits
IVAN KOSTADINOV
ANTHONY ANTONICELLO
YULIA KHANSVYAROVA
ANDRE CAMPBELL
JOHN KOETSIER
STEVE BARBERIO

11. “The most significant digital marketing trend for 2016 is…”
App development and content for an instant society.BEN ROBSON
JOHN TURNER
Co-founder of Brighton-
based digital marketing
agency, GOAT.
Good storytelling and generating emotional response
among your target audience will be more important than
ever this year – how this content is delivered, though, is
key.
CEO/Founder of QuietKit, which
provides guided meditation for
beginners (for free).
To compete in 2016, there can be no delays
with your marketing efforts, so make sure to
optimize for load time and speed going
forward.

12. “The next big thing in digital marketing in 2016 is…”
Authority & Reputation Positioning
AJAY PRASAD MIKE SAUNDERS
80% of customers already state that online reviews have a huge effect on
their decision-making. Businesses are going to get a big wake-up call if
they don’t start controlling their online reputation, so I believe this year
businesses will start to realize how big of an impact these online reviews
really have on them.

13. “The new digital marketing trend making a big impact in 2016 is..”
Big data and real time analytics
It extremely targeted advertising based off of customer
data
At the end of the day, marketing and advertising
technologies are, essentially, doing the same thing –
using data to make decisions. This data can be essential
to drive results in paid, owned, and earned media.
LILY CROLL ROSEMARY
BRISCO MEGAN SULLIVAN-
JENKS
SEAN SI MARK HARRINGTON
BRIAN STUMBAUGH
KERRI GOIS
JONATHAN
LACOSTE

14. RICKY GARVEY
“Based off of what I’m seeing in digital marketing, I think the big thing we’re going
to see this year is…”
Growth hacking - is a noble attempt by brands to ignore traditional
marketing techniques and focus on alternative methods to grow the brand.
It’s his prediction that many of these brands will fail. Growth hacking will,
unfortunately, become a gimmick that users become accustomed to. Unless
the technique is an
honest and real way to provide value to
the user, it will need to be re-evaluated.

15. “The new digital marketing trend making a big impact in 2016
is..”
RELATIONSHIP MARKETING
It is now more important than ever to understand your customer, which
is why these business run and sponsored groups are popping up
everywhere.
Companies must focus on connecting to their customers over the long
term. The goal of relationship marketing is to create loyalty by making
emotional connections that resonate with your customers.
People are more connected to their favorite brands than ever before. If
brands can establish a relationship with their customers, then word of
mouth buzz is going to exponentially increase the awareness of your
company.
MARIO NATARELLI
ANNA LEBEDEVA
SHANA HAYNIE
NATHAN BARBER

16. “The new digital marketing trend making a big impact in 2016 is..” Micro-
moment marketing
SCOTT PONIEWAZ
NIHARIKA DATTA
Today’s smart consumer turns to his/her
mobile device to find information on immediate
basis to arrive at a decision.
In these moments, users look for the most relevant
and quick information rather than relying on a
specific brand.
These are those times when you quickly need to check your calendar, order
an Uber, make an Amazon purchase, look up a place near your hotel for
dinner, or research a bathroom remodel on Houzz during a break in
meetings. All of these moments sit at the crossroads of intent, context, and
immediacy.
Marketing is no longer just getting in front of the right people; instead, it is
getting in front of the right people at the right time.

17. “The new digital marketing trend making a big impact in 2016 is..”
Art of Storytelling
MARIAH MENENDEZ
ELIZABETH GIORGIGetting away from overly
branded messages and
focusing in on what makes a
company or a brand relatable, human,and likable.
Most marketers haven’t latched onto the documentary style
of storytelling, but with these platforms, it makes sense and
is incredibly easy to execute at a high level.
Content experts are finding that
storytelling is stealing both the minds and hearts of consumers.
During storytelling, specific areas within the brain are activated and
these: activate emotion,aid memory,and are distinctly human.

18. ADAM BINDER
“There’s one trend that will prove to have the
single biggest impact in digital marketing in 2016…”
Offering a personalized user experience. A personalized UX
all about speaking directly to a customer’s habits and
interests, taking their past visits to your site and tailoring
future visits based on these behaviors. Creating an experien
unique to each user’s needs will yield several business
benefits, such as higher conversion rates and user retention
RONNIE DUKE
ASHLEY CARRIER

19. DAN CAIRNS
“The trend that will have the biggest impact on digital marketing
this year is…”
The new trend of integrated store fronts within a business’ social
channels.
He predicts that the eventual roll-out of Facebook storefronts
will be the catalyst for this trend.
He also see many opportunities for the consumer to receive
special, limited-time promotions to help generate more sales
through social platforms. These could include incentives to buy
at that moment to receive a certain % off or to receive a free gift
with a purchase.
handles all social media and
content marketing tasks at a digital
agency, DP250. His agency has
expertise in e-commerce website
development and marketing.

20. GEOFF HOESCH
“On the technical side, digital marketing is trending towards…”
Increased security for websites
While at first this may not seem like an issue for digital
marketers, a website’s trustworthiness is a ranking factor,
so security elements such as HTTPS are very much part of
the whole digital marketing package.
Spending significantly more time on a single piece, but in the end
value beats quantity every time.
The Founder of Dragonfly Digital
Marketing, a digital marketing
agency dedicated to customer service,
ethical practices, and quality

21. ALEX MCEACHERN
“The biggest trend in digital marketing in 2016 relates
to…”
customer retention efforts
Giving incentive to register has gone a long way in
growing my email list, and the points give them a reason
to come back.
Combining a loyalty program with effective email
communication is the future of digital advertising, not
fighting tooth and nail for someone’s attention on
Facebook.

22. LAUREN MAFFEO • “The one trend that will have a major impact in digital
marketing in 2016 is…”
• The use of roadmaps for strategic planning will have the single
biggest impact on digital marketing this year. This is because
roadmaps are the strongest tool to keep marketers in sync with
their cross-functional teams, business strategies, and customers.
• Using them to track your marketing work results in stronger
clarity, more strategic projects, and measurable impact on
businesses. And since 52% of marketers say that their peers can
beat them at execution, using roadmaps is not just optional –
it’s essential.
Lauren oversees content strategy at
Aha! roadmap software – one of
America’s fastest-growing SaaS
companies based in Silicon Valley.

23. DEBORAH SWEENEY
@MyCorporation
“In the digital marketing space in 2016, I’ve noticed a definite trend towards…”
Micro-partnerships.
Previously, companies either wanted to become fully affiliated partners – swapping data,
reports, tactics, and branding – or they just wanted a one-off post for their blog. This new
middle ground is actually kind of nice and offers businesses a chance to grow their
marketing network without having to hand over the keys to the kingdom.
Deborah Sweeney is the CEO
of MyCorporation.com, a
leader in online legal filing
services for entrepreneurs and
businesses.

24. MATTHEW MERCURI

25. References:
http://go.docurated.com/marketing-productivity-report-
2015?utm_campaign=Inline%20Anchor%20Text%20CTAs
&utm_medium=CTA&utm_source=Inline%20Anchor%20 CTAs
file:///E:/Marketing%20report/Top%20Digital%20Marketing%20Tren
ds%20in%202016%20from%2072%20Experts.html-
report%20for%20nov.5.html