Digital marketing changes a mile a minute. If you’re not continually looking for the next big thing, you’re likely already behind. Predictions for 2015 were all about making your site mobile friendly, shifting your focus to user intent, and building up your content marketing strategy. These predictions certainly came to light over the year, and the strategies behind them are just as important to continue in 2016. But what should we expect for 2016? Here are 3 predictions from digital marketing experts on what you can expect to see this next year.

1. SEO: Mobile on the Rise

Jeff Bullas lists mobile search as the top prediction in his article “3 SEO Predictions You Need to Know for 2016,” predicting that mobile search will overtake desktop search in 2016. He cites eMarketer in saying that 2016 will be the year that the “majority of spend, organic traffic and paid clicks comes from smartphones and tablets rather than the traditional medium of desktop and laptop search.”

Bullas suggests that to prepare for your change, you can’t just make your site mobile friendly. You have to think of mobile first when making design choices and preparing mobile content. As he says, “In other words, businesses must give thought to all of the following; mobile marketing strategy; mobile design, mobile search marketing and advertising, mobile e-commerce and mobile payment, mobile CRM (customer relationship management), mobile coupons, and integrating mobile, local and social.”

Bottom line? In 2016, your mobile site needs to come first.

2. PPC: Mobile Conversion

You may be noticing a trend—mobile really is that important! Aside from optimizing your mobile website, you should be optimizing your paid media campaigns to be mobile friendly. In this roundup of 2016 PPC predictions from Momentology, 10 of the 24 experts interviewed mentioned the importance of mobile. Here are three ways you can optimize your ads for mobile conversion.

Create customized ads for mobile: Often, headlines and ad copy will be difficult to read or even truncated on a mobile device. Overcome this challenge by designing custom ads specifically for mobile.

Optimize your mobile landing pages: Most companies’ idea of a mobile-friendly page is simply one that doesn’t have any glaring resizing issues. Take your pages a step further by prioritizing the mobile design of your landing pages. Ease of use is key to conversion here.

Prepare for click-to-call from mobile: Customers who are call from a mobile device likely won’t have done as much research as customers calling from a desktop. Prepare your sales teams for the types of calls that may be coming in from click-to-call ads.

3. Content Marketing: Interactive Video

For years, content marketers have been hearing about the importance of video content. What’s next for 2016? Interactive video content. This has huge potential for both B2B and B2C marketers as interactive video creates one of the most engaging marketing experiences available to consumers.

Inc.’s Dan Scalo included this in his article 5 Online Marketing Trends To Watch For In 2016, saying “This style works because it takes content to the next level by engaging the user in a way that their experience with the content is unique, making it a more personal interaction.”

Don’t have the budget for interactive video? Invest in other forms of interactive content, such as quizzes, polls, and interactive graphics.


Whatever you have planned for 2016, be sure to keep your eyes on mobile and look for new ways to engage with your audience.

Rachel Libby
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