Marketers Will Strive to Get Their Best Customers to Spread Their Brand Through Relationship Marketing
With relationship marketing, your goal isn’t to make that one-time sale. Rather, your goal is to form long-term relationships with your customers. In order to do this, you build customer loyalty by giving both outstanding products as well as services. Relationship marketing is done by refining digital facts 2016 the way a company does business thus increasing the value of their brand for the customer.
When you receive that “Happy Birthday” card from a local restaurant offering a special discount for your birthday dinner, that offer is an example of relationship marketing of a small business. However, both small businesses and large companies use this strategy in their marketing campaigns.
Large companies are typically the big investors in relationship marketing campaigns. Constantly facing competition of new, up and coming companies, industry leaders will use relationship marketing to protect their top position of their industry. According to HubSpot, relationship marketing will be an significant trend in 2016.
Examples of relationship marketing:
• Dell Computers – By providing a higher level of service, dell computers increased the loyalty of customers. The higher level of service was created by their special online store designed specifically for their high volume corporate customers’ needs.
• American Airlines – Have you heard of or are you a member of the American Airlines’ frequent flyer program? The customer loyalty rewards they give such as promises for free flights, discounts and upgrades are another example of relationship marketing.
The use of relationship marketing should continue to grow in 2016 due to its advantage for advertisers. Advertisers’ ads will target specific audiences and get their strongest fans to spread the word. They will advertise the values and culture of their brand and not just one product.
In today’s times of so many of us owning smartphones allowing technology to be always close and a major part of our personal lives, brands are becoming more and more aware of the importance of their customers, advocates of their brand as well as others such as bloggers in the promotion of their brand.
It is expected that there will be more than 2 billion worldwide users of smartphones in 2016 according to eMarketer. Futhermore, by 2018, it is predicted that over 2.56 billion people or more than one-third of worldwide consumers will be users of smartphones. Since these smartphones are relatively inexpensive, their use is opening access to the internet to many consumers who previously were lacking access producing new marketing and commerce opportunities.
During 2016, mobile advertising is expected to continue to grow and account for at least 12.4 percent of money spent around the globe on ads according to Zenith Optimedia. Mobile internet will grow to be the third-largest medium in advertising with only desktop internet and television larger. Mobile advertising will grow as much as 38 percent to a total of $71 US billion. Furthermore, between 2014 and 2017 mobile advertising is expected to contribute 83 percent of dollars for new ads.
Since mobile is the number one device, a goal of more and more advertisers is becoming to discover ways to improve their mobile ad experiences for customers.
Programmatic Ad Buying Makes Advertising to an Audience of One Possible
Using software to purchase digital display advertising statistics and is called programmatic ad buying. Instead of the traditional requests for proposals or human negotiations, machines are used to buy ads. Through the use of programmatic advertising, it became easier for advertisers to connect with small segments of people in 2015. Advertisers are now beginning to see they can According to Digiday, in 2016, it will be essential for marketers to advertise and create solutions for an audience of one.
An example of targeting an audience of one is portrayed with this headline of the British Columbia Lung Association which read: “for more information on lung cancer, keep smoking”. The audience of their warning of smoking causing lung cancer is an audience of one. Each person who smokes is the audience of one.
Marketers Will Need to Target Millennial Psychographics
Teenagers and twenty-somethings known as millennials were seen as one big group by marketers in 2015. However, in 2016, online display advertising trends that marketers will see that they are individuals with different shapes, sizes, habits and interests according to Hot Wire. For display advertising, this means that advertisers will target the individual differences of each instead of one group as a whole. They will need to be more creative using age-agnostic strategies to reach each viewer’s interests. Marketers will realize that one-size-fits-all is no longer true for millennials.
Virtual Reality Will Be on the Rise
According to Ad Age, Virtual reality’s growth in the both the entertainment and gaming industry will make marketers aware of its value in advertising. As a result, they will discover new and better ways to integrate it into an extensive range of their content.
Third-Party Publishing Platforms will Grow in Importance
Although brands will continue to use their own websites to post their content, Ad Age predicts that publishing platforms and PPC advertsing platforms such as LinkedIn Pulse and Medium will grow in importance for campaigns in marketing brands due to their distribution services.