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2016 Marketing Trends

As part of BARD’s review of 2015 and predictions for 2016 we wanted to share some of the key highlights and 2016 marketing trends that would be of interest to marketers. This blog will consist of a compilation of several areas including digital coupons, omnichannel, mobile growth, and shifts in digital media.

Digital Coupons In High Demand

According to the Shopper Marketing survey conducted by The Path to Purchase Institute, survey respondents were asked, when collaborating with certain retailers, which digital elements were typically requested or preferred. Digital coupons scored high across the board with all retailers.



Omnichannel continues to be an area that retailers are refining in order to meet the demands of consumers. Some of the trends include the following:

  • Omnichannel fulfillment for order management will be a high priority.
  • Consumers demand an omnichannel shopping experience that includes brick and mortar, website, mobile and social media.
  • Mobile device purchasing will continue to grow and influence the shopping experience.
  • Forrester Research reported that commerce transacted on smartphones today comprises 10 percent of eCommerce; this will be significantly larger in 2016.
  • Consumers will expect more flexibility with how they receive their purchase whether it’s…
    • Online
    • In-store
    • Online order with in-store pickup (and same day pickup), and store selection pickup
    • In-home delivery
    • Same day in-home delivery

Mobile Growth and Predictions

  • Mobile is exceeding desktop traffic for many sites; app development along with video ads will proliferate.
  • 48% of the respondents to IAB’s study confirmed they access video content via applications rather than visiting a mobile website. While only 18% indicated they would rather view video via mobile website.
  • Mobile accounted for more than 50% of Black Friday traffic and 40% of Cyber Monday traffic.
  • Mobile will integrate more with wearable technology to serve consumer needs.
  • Retail will continue to become more personalized and with that, mobile will take center stage as part of delivering personal service to customers.

The Shift to Digital Media

  • Companies are expected to spend $10 billion more dollars in online advertising than they spent in 2015.
  • According to Interactive Advertising Bureau (IAB), digital advertising spend will surpass television spend in the United States in 2016.
  • Marketers need to be prepared for higher CPMs within digital. The CPM increases may be small and incremental at first, but will grow large enough to push out small advertisers.
  • The Summer Olympics and political advertising will drive up the rates in 2016.

After reading about these 2016 marketing trends, we hope its clear that 2016 promises to be an exciting ride for all things digital and especially mobile.


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