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Top Marketing Predictions for 2016

Upon ringing in the new year, there is always a lot of interest in predicting what the ‘next hot thing’ will be, and the latest marketing trends for the year. Since it is that time again, here is what I see as the latest developments in marketing which look set to continue in 2016.



Throughout 2015, the people who viewed my campaigns on their computers exceeded those who viewed it on their mobile devices. As the year progressed to its end, the gap started to close. Most marketers anticipate that mobile is expected to surpass in 2016. We can therefore expect that the majority of spends, organic traffic, and paid clicks will come from smartphones and tablets rather than the traditional medium of desktop and laptop search.

What does this mean for businesses?

  • Businesses have to be more visible online. Having a website for your business has long been the foundation of your online presence. Now more than ever, websites have to be both mobile-friendly and responsive to all devices.
  • Businesses need to have a mobile mindset. This includes having a mobile marketing strategy, mobile design, mobile search marketing and advertising, mobile e-commerce, and mobile payment, integrated with social media. Soaring mobile search will have a major impact on local businesses, especially for retail stores and hospitality venues such as cafes and restaurants.
  • You need to make the interactions fast, simple, and easy in order to give your customer the optimal experience on their smartphones.
  • Businesses need to claim their position on Google search, Maps, and Google+. • Businesses should ensure that they have a complete description of products, services, images, videos, and social reviews.


Are you answering your customers’ questions better than competitors? When businesses are busy trying to increase followers on social media, allowing them to connect more seamlessly with customers, they should not forget the basics of brand building. Services become highly personalized and it is important to build quality relationships with your users and offer them a unique experience. Ultimately, a happy customer won’t even consider going elsewhere and will get you referrals.

What does this mean for businesses?

Companies will need to spend more money on differentiated customer experience as a way to capture and hold attention and customers. Businesses need to know what they stand for, their purpose, point of difference, value proposition, how they are different from competitors, and get the message across to your target combined with all your marketing behavior. The winners will be those who can form meaningful and personal connections with customers to win over hearts and minds. The winners in 2016 will be the ones who can provide personalized and meaningful experience to earn lifelong loyalty. It is critical that you first deliver your customer commitments and exceed customer expectations and then ask for referrals, reviews, and testimonials. Customer Relationship Management Systems (CRMs) will become even more social to track customer interactions. Mobile CRMs will become a must-have for sales representatives to provide them with real-time data about prospects and customers. CRMs will also be more integrated with ecommerce platform, analytics software, and accounting systems.


Video will become even more important in 2016. With Google’s ownership of YouTube, the possibilities are virtually limitless.

What does this mean for businesses?

Video will continue to drive marketing and be used even more in the advertising space. Live streaming and “Real Time” will continue to grow exponentially and apps like Snapchat and Periscope will continue to gain market share. 2016 will be the year when videos become a primary content marketing consideration for all brands, even B2B, whether it is on Facebook, Twitter, Instagram, Snapchat, Periscope or of course, YouTube. We will continue to see the effectiveness of serving the right marketing tactics and content to the right person at the right time. Videos and visual content will become even more visual. From video FAQ answers to video ‘About Us’ pages, videos will make things more easily understood in more places.


Google continues to modify its techniques to prevent people from exploiting the algorithm. When it comes to search engine ranking factors, success with SEO does not happen without the ability to quickly adapt to changes in the industry.

What does this mean for businesses?

This means that businesses need to adapt to the ever-changing model. As indicated above with respect to the rise of smartphones, Google takes into account businesses that are mobilefriendly. Having a website that is not mobile-friendly will knock your website a few pages down on Google. Websites that are not optimized for mobile viewing will often load much slower on those devices and loading speed also affects your SEO. Your website needs content and the quality of that content will always take precedence over the quantity of it.

It is time to seriously consider these marketing trends that we will see in 2016.

From video FAQ answers to video ‘About Us’ pages, videos will make things more easily understood in more places.”

Eman BurashidTop Marketing Predictions for 2016
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