With just a few weeks to go until the end of 2016, it is time to identify a few trends that digital marketers need to be aware of for the coming months. After all, if what has happened in the past few months is anything to go by, the frenetic pace of digital adoption is going to get even faster.
As is evident by the runaway success of Pokémon Go, augmented reality (AR) has arrived in a big way and is set to become even more popular in the months to come. At its peak, Go earned $10 million in one day.
Let that sink in for a bit.
And while not everyone will be able to recreate this phenomenal success, we are already noticing some brands using elements of AR in their campaigns.
The real challenge will be to educate the South African mainstream consumer market on the benefits (and practical uses) of AR. Sure, creating that ‘wow’ factor will be relatively easy to achieve because it is such a new thing here, but what are the next steps?
You must keep people engaged (just as with any other marketing platform) and give them a reason to stay. While there are plenty of examples of recent international campaigns that have worked, the best ones give consumers a reward for engaging with the platform.
Can South African marketers take the plunge and drive this in 2017?
While not as sexy (or futuristic) as AR, video will remain a tried and tested way to build digital marketing campaigns. If anything, more affordable handsets and the increase in public Wi-Fi hotspots will see South Africans from all walks of life embrace mobile video in ways that have not been seen in the country yet.
Just think of the points raised by AR, i.e. providing engagement and a reason to stay. Online videos have become one of the most cost-effective ways to achieve this. Furthermore, local users do not always expect high-production values or 4K content. They want stories they can identify with in ways that are relevant to them.
Plus, there are sexy things on the way when considering the likes of immersive video (aka virtual reality and 360-degree content).
While hardly new to local digital marketers, mobile will continue to dominate the landscape. Despite the familiarity of the platform, it is still scary to think how many companies are ignoring the mobile Web to reach their target audience.
As marketers, we need to be more clever and innovative in how we pitch mobile to our clients. Some companies think it might just be a mobile-friendly Web site while others see the value in a mobile-specific marketing strategy.
All told, 2017 is going to be an incredibly exciting year with technology adoption reaching the point where we can have more [creative] fun with our campaigns. Now to just get that extra budget from the client…
We’re here to help you succeed, and would love to answer any questions you might have so, should you need any assistance with your digital marketing for 2017, please contact us here.