What does 2016 have in store for marketers in the capital?

There is no limit to the challenges which will face marketers in London this year. Change is the only constant when it comes to marketing. Planning for an uncertain future is essential. This report provides a news roundup of the important changes which marketing professionals will need to address to develop the competitive standing of their brands. Are you ready?

Chair of the CIM’s Greater London region, Tatiana Schofield, has compiled this overview. Given her role as MD of Synergy Lab, an innovation management consultancy, Tatiana is well placed to pinpoint the top marketing innovations for London members to watch out for in 2016.

Top marketing innovations for 2016

When it comes to social media, gone are the days when Facebook was topping the list of the most popular social networks.  Social media is no longer about collecting likes; it is much more dynamic and multidimensional. According to Adweek, Snapchat is the fastest growing social media platform. Snapchat is a video messaging app which allows users to record and send ‘snaps’ that are only viewable for a set duration between 1 to 10 seconds after which they are automatically deleted. According to research from Vodafone, Snapchat accounts for 75% of data traffic in the UK. This means, other messengers such as Facebook and WhatsApp only make up 25% of the remaining traffic.

Another social platform to watch in 2016 is Twitter. It’s been a year since it plunged into e-commerce by introducing a ‘Buy’ button. Businesses can launch, advertise and sell their products and services using this social media platform. According to Twitter, 69% of users are likely to purchase something from a small business that they follow on Twitter and 67% have retweeted content from the small businesses they follow. Twitter is yet to prove itself as a successful marketing channel, yet it is definitely one to keep an eye on.

Big changes are happening to the way we search for things. Google is no longer the only place to go when it comes to finding products and information. More and more consumers turn to social media, such as YouTube and Pinterest, especially when it comes to looking for rich media, such as pictures and videos.

Significant changes are happening in mobile payments. According to research from Visa Europe, the value of payments made using mobile phones is expected to hit £1.2bn a week by 2020, tripling the current mobile payment spend. The average UK consumer will spend £27 a week using a mobile by 2020, £10 more than today, while a quarter will spend more than £50.

In addition to using new technologies to reach their customers, business should continue focusing on being relatable and personable. Good storytelling can send a very strong message to consumers. Storytelling is particularly relevant throughout the festive season as consumers are shopping for gifts. John Lewis is a perfect example of a brand with successful storytelling campaigns. This year the retailer launched the new #Manonthemoon campaign with the slogan “Show someone they are loved this Christmas”. The TV advert tells the story of a magical connection between a little girl and a man who lives on the moon. The story shows the power of connection and thoughtfulness at Christmas, especially when some people may find themselves alone.

When planning a marketing campaign, it is paramount to take into account the importance of interconnectedness and consistency throughout all the marketing channels you employ. Creating a unified and seamless customer experience through use of technology and new platforms is the key to being successful in the New Year.

Our thanks to Greater London region Chair, Tatiana Schofield, for this forward-focused news report.