About digital marketing trends，The vast majority of knowledgeable institutions and experts are no longer limited to the analysis of a certain platform or technology，Focusing on more core consumer trends and digital transformation research。
Content Marketing、Marketing Automation、Things that were considered “marketing trends” in the past, such as native advertising and programmatic buying, have slowly been downgraded to “marketing tools”。Chiefmartech.com counts more than 2,000 mainstream marketing tools in 42 categories (such as "content marketing" and "programmatic buying")，And that doesn’t include new things like “virtual reality marketing”。
Compare marketing methods and tools，speed(speed，The speed of innovation and response to user needs)、Adaptability，Adaptability to changes)、Adjacency，The ability to withstand disruptive innovation and “dimensionality reduction” attacks from non-competitors in adjacent industries)、Scale，The ability to integrate resources) and precision (Precision，Data-based decision-making) is the leading force in marketing innovation and digital transformation。
In the season of marketing summits and industry reports，There are always one or two who have similar vision and structure。
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IDC’s 2016 Global IT Industry Report (IDC FutureScape: Worldwide IT Industry 2016 Predictions- Leading Digital Transformation) looks forward to the next three to five years of digital transformation (Digital Transformation, DX) Technology and platform innovation。IDC believes that disruption will be the dominant force in the future business world，One-third of the top 20 companies in each industry will be “Digital Disrupted”。In China，Alibaba and Tencent are the two companies most likely to survive。IDC forecast within the next three years，The number 188bet Online Sports Betting and Casino of Internet devices will double，Generate 200,000 new applications。The Internet that “connects everything” will give “innovation” a new meaning: algorithms and data。This is also the "awakening player" in traditional industries such as GE、John Deere、The direction of transformation of companies such as Johnson Controls - from "equipment and solution providers" to "data companies"。
This report and the future trend forecasts recently released by Forrester and Gartner，Everyone is predicting the most important marketing theme in the new year: digital innovation is accelerating to the critical point of dramatic change。
Gartner report states，Three years later，20% of the news、The writing and publishing of blogs and even legal documents will be completed by machines instead of humans；Five years later，Virtual Personal Assistants, VPAs) will use behavioral analytics to help people complete 40% of their smartphone actions。In the future，Brands need more than just interaction with users，What’s more important is the ability to communicate with the user’s device。It doesn’t depend on creativity，And rely on insights and data。
Every company will change from the current "media company" to a "data company"
Forrester's "2016 Top 10 Critical Success Factors To Determine Who Wins And Who Fails In 188bet Online Sports Betting and Casino The Age Of The Customer" predictions are more straightforward and severe: in the new year，The “gap between rich and poor” in the field of digital marketing has further widened，Companies that are wait-and-see and conservative in digital transformation and organizational digital changes will have further increases in the cost of acquiring and retaining users，The core competitiveness of the brand will further decline。That’s what IDC principal analyst Frank Gens says，No matter which industry or field you are in，If you don’t want to be subverted，Then take action now。

Flowing content
In an era when content is king，It’s hard to define exactly what content is。But one thing is for sure，That is, content will never return on the road to real-time and visual。Based on recent eMarketer survey data，Periscope 、Snapchat and Instagram, the three major streaming media and real-time photo platforms, have become the most effective marketing channels，The effectiveness and efficiency of digital marketing far exceeds 188bet app download the traditional marketing "three-piece package" - Facebook、Twitter and YouTube。
Whether it is pop culture or consumer trends，The post-90s and post-00s generation who are internet natives are replacing the post-70s and 80s generation who are internet immigrants as the trendsetters and definers。Live streaming and instant social media represented by Periscope and Snapchat are slowly moving from niche to mainstream under the leadership of young users。
from Salesforce.com website data display，As of August 2015，Periscope has surpassed 10 million users。This application that provides real-time video broadcast has become an important channel for brand content distribution。Adidas will choose Periscope to broadcast the signing of James Rodriguez，Nissan launches new model with Periscope，Even B2B company GE uses Periscope to pre-heat an interview with astrophysicist Neil deGrasse Tyson。

The trend of real-time and visual content，Not only the result of advancements in streaming media technology，It is also the inevitable result of the "decentralization" development of the Internet。
"Key Messages" and "Master Narrative", which were given great significance in the era of traditional advertising and public relations, have been marginalized in the era of digital marketing。 Real-time content reduces brands’ control and monopoly on content，Make content production and dissemination more transparent and equal。
Brands will no longer own and control content，Instead, we will create and share content with users。This is the direction of marketing innovation from companies like Red Bull and GoPro。
The virtual reality revolution led by the augmented reality application Magic leap and the virtual reality application Oculus Rift will herald the future of brand content transitioning from text to images，Transition from 2D to 3D。
The time has come to say goodbye to "kneeling and licking"
The business creed of "Consumers are God" is also a guide for most brands to deal with their relationships with consumers。But often "obedience" turns into "kneeling and licking"，"Imitate" will become "imitate"。From a blunt application of Internet buzzwords，Abnormal attention and grafting on social hot spots，Many brands are lost in the "kneeling and licking" of users and online popular culture。
Different from opportunity marketing，Kneeling and licking is 188bet Online Sports Betting and Casino the blind worship of social network culture and laziness in exploring brand value。Just like communication between people，Any party’s deliberate flattery and pretense will be disliked and despised。
In the new era of prevalent consumer culture，Personalized "brand experience" is being pushed to new heights。TrendWatching, a consumer trend research organization, boldly predicted the future trend of "consumers kneeling down to lick brands" in the "5 Trends for 2016" report。Users hope and will be accustomed to brands constantly exploring users’ potential “new needs”，Define "what kind of person" the user is， At the same time，Consumers must prove their "ability" and "taste" before they can receive services from the brand。
If you find it difficult to imagine such a perverted relationship，Look at two cases。Milan speakeasy 1930 only caters to those who behave like gentlemen on Tinder, a private social network，If you don’t have the knowledge and appearance of a gentleman in 1930，will be turned away。

The second example is Netflix launching the smart device The Switch。This device can switch your home to movie viewing mode with one click，You can switch to Netflix channels with the push of a button，And automatically dim the lights and mute the phone at the same time。But this product is not available on Netflix，Only provide relevant parts and installation instructions for this device，Only users with certain software and hardware foundation can assemble and use The Switch。

Why users are willing to spend time，Fold vintage pocket square like a 1930s gentleman？Why users are willing to spend 14 different assembly and debugging steps to make a smart switch starting from a bunch of parts？
This cannot simply be explained by "what you don't get is the best" or "the more you invest，Explained by the "IKEA effect" of "the more you love"。Public relations experts believe that this is the "shared interests and common values ​​​​of the brand and users" at work，New-school marketers who believe in the sharing economy and the maker movement believe this is because "participation is the most important part of the brand experience"。
The gap between leaders and followers will widen
2016 is the second year of digital transformation globally。Forrester pointed out in the report "2016 Top 10 Critical Success Factors To Determine Who Wins And Who Fails In 188bet Online Sports Betting and Casino The Age Of The Customer"，The gap between digital transformation leaders and followers will widen further in 2016。Leaders will gradually complete the transformation to a customer-obsessed operating model，The lagging companies and brands will continue to be busy maintaining marketing platforms and fragmented marketing activities。
As reported by Forrester，Personalized Experience is one of the most critical factors that determine the success or failure of an enterprise。The degree and quality of personalized experience will determine the core competitiveness of an enterprise。Personalized experience，Not just marketing automation、Marketing technology methods including precision marketing and big data analysis。Its core is based on user experience design。Simplification of the user purchase process and value-added user experience are two key points in the core design of user experience。Achieving these two points requires enterprises to have talents、Process、Technological and cultural transformation。Six of Forrester’s top ten success factors are related to internal change。

This means，The core competitiveness of digital marketing has gradually deepened from the current "external strength" of competing for creativity to the "internal strength" of data management and internal transformation。
Whether it is the Cannes International Festival of Creativity or various marketing summits at home and abroad，Effect-oriented marketing technology and data marketing have become the hottest topics。

And in 2016，This trend will become more obvious。Brands’ budgets will continue to tilt towards data-based marketing tools rather than creative marketing activities。 The digital marketing department will begin to collaborate more with the marketing and sales departments across departments，Achieve process optimization and data docking between digital marketing and the company’s internal sales and customer management management system。
However, the digital transformation within the enterprise faces huge internal resistance: various departments that are not subordinate to each other and various software and platforms that are not connected to each other。
To solve this problem，Some companies with flat enterprise structures，Like Starbucks and NBC，Established Chief Digital Officer ,CDO）、Chief Customer 188bet app Officer, CCO) or Chief Experience Officer (Chief Experience Officer, Senior management positions such as CXO，To coordinate the collaboration of various departments。

Another group of companies with complex organizational structures，Such as Nike and Procter & Gamble，By establishing an independent digital department (Digital Center of Excellence, Digital COE) or even a larger digital business department integrates all digital work，Strategic planning and unified support by independent departments。

From creative-driven external expansion to data-driven internal transformation，The most important trend in digital marketing in 2016。