Top 5 most disruptive marketing trends in 2016

by The Salmat Team
08 September 2016

The proliferation of digital marketing, mobile commerce, and social media marketing means the pressure is on marketers to keep up with the latest trends, or risk falling behind competitors. We take a look at the top five disruptive marketing trends this year, and how to implement them in your marketing mix.

User-generated marketing content

More than ever before, brands serious about building trust and connecting with customers are leveraging user-generated content. (For an example of what I'm talking about, just take a look at Mecca's new user-generated content strategy.) From product reviews to video tutorials to customers' social media posts, brands are realising that user-generated content, where managed effectively, can boost engagement and offer customers a more authentic and transparent relationship.


The Mecca Memo is the cosmetic brand's new content marketing platform.


Location mapping and push notifications

More and more brands are now harnessing the power of location intelligence to engage with customers and boost sales. From push notifications about sales when a customer walks past a store to leveraging beacon technology (micro-local scale technology delivering signals to apps which then push hyper-contextual content to users) where customers are now being offered a more personalised experience in real time.

Marketing automation

To optimise efficiency and streamline processes, more businesses than ever before are turning to marketing automation platforms like Marketo, HubSpot, Dotmailer, and Pardot. Brands can now engage with customers in more compelling and powerful ways, while maintaining internal efficiencies and aligning marketing objectives with budget and business goals.

Mobile marketing capabilities

With the widespread use of mobile technology, marketers need to provide engaging and compelling mobile marketing messages to customers. But generating great mobile-optimised content, as well as adapting to the ‘micro moments’ or ‘content snacking’ elements of mobile behaviour, starts by first understanding the dynamic way the customer interacts with mobile, as well as their ever-changing needs, expectations, and habits. 

This way, the mobile marketing content can be effectively tailored to meet customer needs and expectations, without being intrusive or off-putting. For some inspiration on using micro moments in advertising, read this AdAge article on how marketers are using Snapchat and Instagram Stories


TechCrunch explore Instagram Stories vs. Snapchat

Testimonial revamps

According to Inc.com, there are two habits that intelligent companies are building into their business models. The first is that millennials research online before they buy. The second is that younger consumers don't care as much about trying the physical product before they buy it. This highlights just how important the testimonial is to a customer's buyer journey.

The website shares marketing professor David Bell’s example of Casper, a New York City-based manufacturer and online mattress retailer. Customers can sort through Casper testimonials by category, such as whether you’re a ‘side sleeper’ and whether you sleep with your pet. “You can go onto their site, find a review by someone who's essentially a clone of your own sleeping type, and that can give you some confidence as a buyer,” Bell says. 

Contact Salmat today to find out how to reach more customers and increase conversions. Call us on 1300 725 628.

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About the author
The Salmat Team

Salmat is a leading Australian marketing services provider. We help clients connect with their customers, week-in, week-out. Salmat's unique combination of targeted letterbox and online marketing channels enables clients to Reach, Convert and Serve their customers. We also provide a wide range of back office solutions, through our Philippines-based Managed Services business.

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