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2016

Messaging. The 5 most popular messaging apps feature 3.5 billion monthly active users, according to Statista, and marketers are beginning to take notice. Facebook has already integrated branded campaigns into Facebook Messenger and plans to do more of this come Spring 2016. Whatsapp is opening up their platform for business accounts. Snapchat has introduced Snapchat Discover and the option for any advertiser or individual to create their own geofilter with Snapchat on Demand. Messaging is already huge in the digital world. Expect digital marketers to make it even bigger.

 

Live streaming. Facebook Live, Periscope, and even the smaller Meerkat, are rapidly becoming more relevant – people want their information in real time. What does this mean for marketers? A timeless piece of advice: go where your audience is. If your audience is hooked on Periscope, find a way to personalize and humanize your brand by creating interactive content. You need to be engaging with your audience more and more on these platforms.

 

Big data and real-time analytics. Historically, marketers viewed data as something static and tied to reporting. But data is now more dynamic, accessible, and broadly understood. This will open up new opportunities for messaging optimization – but, more importantly, this access to data will challenge marketers to become more nimble and responsive.

  • There are 215 marketing automation solutions currently on the market
  • Monthly Google searches for “marketing automation” have grown by 22%, from 12,100 in Feb 2014 to 14,800 in January 2015.
  • The majority of marketing automation users think it’s worth the price, with 47% saying it is “fairly priced.”
  • 73% of marketers believe that email is core to their business
  • B2B companies are twice as likely to use marketing automation as B2C companies
  • Over 60% of marketers use mass email to connect with their customers, but only 13% of them are using marketing automation software.
  • 79% of top-performing companies have been using marketing automationfor two or more years
  • The larger the marketing team, the more likely they are to use marketing automation software.
  • 44% of marketers say they are not fully satisfied with their marketing automation systems. The top reasons being that it takes too long to implement, is difficult to learn, and is expensive.
  • 63% of users plan to increase their marketing automation budget this year.