ASK THE EXPERTS – MARKETING
From mobile marketing to dynamic data “Here at Larrytech we are always finding innovative ways to improve our services,” says MD Larry Hardcastle. “This article looks at the importance of video ads, the dominance of mobile marketing, a shift from layout to interaction for designers and how data has become invaluable for businesses. Just a few of the many trends we expect to see as we progress through 2016!” Don’t disrupt me Online advertisers have always struggled to find a balance between creating ads that grab users’ attention and disrupting their experience to the extent to which they annoy them. Research shows 65% of consumers say they would avoid sites that became overcrowded by advertising. This could result in a significant decrease in the volume of ads for brands and instead we could witness a focus on targeting the right person, with the right message, at the right time. The interesting factor will be how ads complement the online experience rather than hindering it in a fight to win over consumers – a transition in content marketing, which could see incorporating ads that deliver exactly what users want to see based on previous analytics rather than a volume, brand exposure approach. Power to the people Data has become invaluable to brands, yet consumers are becoming more aware and more conscious of sharing their information than ever before. Pagefair reports that 63% of people would be interested in using privacy settings on a website to avoid ads that use their personal data. Pagefair estimates that the cost of adblocking is expected to reach $41.4bn in 2016. This could lead to the introduction of sophisticated control mechanisms that allow users to set their own advertising preferences, whether it be the formats used or the data shared or type of content shared. With a new sense of empowerment for consumers, what impact will this have on advertising? Focus on interaction instead of layout In the design phase of producing a website, the visual look and layout will have been decided. This can, however, somewhat limit designers in terms of seeing how the design will work with dynamic content. This year we will see the delivery of a new response to the barriers for designers creating design tools that allow for such restrictions, such as Adobe Comet and Sparkbox. A transition shift for designers means they can focus more on the interaction perspective of the design.
50 CLUB MIRROR
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Data has become invaluable to brands, yet consumers are becoming more aware of sharing their information.
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Increasing mobile usage Unsurprisingly we have also seen a continued strong growth in mobile use. This means that another key trend to follow in 2016 will be the utilising of mobile marketing. Video ads will start dominating Video ads are nothing new; we have experienced
them for years. However, Google is set to revolutionise videos and advertising platforms. Google is getting on board with in-SERP video advertising. Does this mean that users are becoming more accepting of video ads online? If this is the case expect to see more types of video ads popping up in more unexpected places with Google’s ownership of YouTube. So there you have it, some interesting trends that we’re starting to see develop on the web in 2016.
CONTACT DETAILS If your website is looking a bit tired and outdated and you’re after a brand spanking new site or, if you want to add more features or just want to discuss how your current site could be updated, please get in touch with Larrytech by email to sales@larrytech.com or call the team on 01892 888011.
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