The article “The Top 7 Online Marketing Trends That Will Dominate 2016” written by a magazine contributor Jayson DeMers explores modern trends in online marketing. The author explains that those businesses that will seize the opportunity to explore sweeping changes in their industry will be able to outcompete their rivals and gain rapid progress.
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According to DeMers, video adds will soon dominate the advertising market (par. 3). Social networks like Facebook and video platforms like YouTube are already using them extensively, and this trend will only continue (DeMers par. 3). Moreover, taking into consideration that Google owns a major share of advertising platforms, it is safe to predict that this tendency might even increase. There is also a possibility for the growth of dedicated apps facilitated by the new perspective of their indexing and worldwide adoption.
It was announced by Google that mobile traffic in 2015 exceeded PC traffic in ten countries (DeMers par. 4). It can be argued that DeMers’ prediction is accurate since the internet usage from various handheld devices in the United States significantly surpasses the similar traffic from desktops; therefore, the supply of mobile-optimized aps and websites must correspondingly increase to comply with the demand (Chaffey par. 7). Moreover, the emergence of smartwatches and other similar devices, as well as significant growth of smartphone ownership on both local and global levels, pushes the tendency for app adoption even further (Chaffey par. 7).
According to the author of the article, new methods for optimizing web search should emerge (DeMers par. 4). To prove his point, DeMers gives an example of two digital assistants that are already changing the way platform for advertising are being marketed on the internet: Cortana and Siri (par. 4). Another Forbes article written by Dan Woods supports DeMers’ argument.
It claims that new paradigm of information search makes the existing model of SEO outdated (Woods par. 3). Woods states that soon there would be no need to “interpret cryptic and ambiguous rules” of optimization and instead a graph-based method of data distribution will appear (Woods par. 4). Moreover, he says that Siri, Cortana, and Alexa will make the process of content attribution absolutely irrelevant thus completely changing the conventional way of monetizing information (Woods par. 4).
Another trend in online marketing predicted by DeMers is related to the emergence of virtual reality devices. The author surmises that they will open a new stage for advertising that will have to be seamlessly integrated with numerous social platforms (Woods par. 6). Moreover, virtual reality devices will have video channels and messaging applications that will open even more possibilities for selling adds. In light of the recent introduction of Oculus Rift, the trend predicted by DeMers not only became real but also rapidly grows (Pino par. 5).
Even though it is very expensive and costs around $600, the emergence of competitors such as HTC Vive will inevitably drive the price down leading to the fast rates of new technology adoption (Pino par. 6). Another ground for the development of new marketing strategies is the Internet of Things (IoT) and wearable technology. DeMers argues that they will completely change the old paradigm of advertising distribution (DeMers par. 7). The conclusion made by the author is that the cost of advertising will increase following the rise in online marketing competition, and might result in small companies being forced out of the market (DeMers par. 8).
Chaffey, Dave. Mobile Marketing Statistics Compilation. n.d.
DeMers, Jayson. The Top 7 Online Marketing Trends That Will Dominate 2016.
Pino, Nick. Oculus Rift Review. 2015.
Woods, Dan. Why Siri, Alexa, and Cortana Will Destroy SEO. 2016.