What will the world of social media look like in 2016? Discover a panorama of 5 trends of the upcoming year.
Trends 1. After “Mobile First”, here comes “Mobile Only”
A new trend called “Mobile Only” emerges, it can be a media campaign or a service but it occurs only on mobile. Figures are impressive: in 2015, Facebook realized 78% of its advertising revenues on mobile. More than 50% of the 100 billion Google searches are on mobile and nowadays, 51% of the time spent on the Internet is on Mobile. In 2015, it is the first time that mobile becomes n°1.
↪This is the case of Soon(one of Axa banking subsidiary): a “100% mobile Bank” which is accessible only via an application.
Trends 2. The all-in-one WeChat
↪ Here is a more accurate article on Messaging Apps on digital-me-up
The Chinese social network WeChat is truly trying to democratize the concept of all-in-one messaging app and tends to become a channel of influence for major brands, media and opinion leaders. If its integrated portfolio, WeChat Wallet, offers several online ordering features, the launch of WeChat City Services Urban last April goes even further by allowing users to make an appointment with their physician or to pay their electricity bills. WeChat thus aims to multiply the phygitales experiments, to anchor themselves in the daily lives of users, including those of younger generations.
This all-in-one positioning avoids the proliferation of apps while creating a certain dependency on the platform. Facebook also has a similar approach by including Uber reservation in the Messenger App.
Trends 3. It’s all about DATA
If you know the basics of inbound marketing and digital business development, you know that one of the fundamental principles is knowing how to be very familiar with its prospects in order to anticipate their questions and to answer with the greatest efficiency. In this context, social networks are useful places for observation and great analysis laboratories. Here you will find a lot of very accurate data on your prospects (name, function, sector, location…) and current trends, enabling you to focus your efforts around best practice. With the million or even billion data that the company has, Spotify has launched Insight Data, an analysis platform of musical big data.
Data can also tell stories and you can use this data to enrich and inspire your brand communication. A number of companies themselves are already looking for a new kind of people: data storytellers. Their function is to analyze the company’s internal data and learn how to best create content to satisfy its communication strategy. If some brands are sticking to a basic campaign, others have made a true advertising strategy such as Amazon which publishes an annual rankings of their users’ habits.
Trends 4. The development of the (micro) video
When video becomes shorter…
Video will gain even more popularity on social media in 2016. And for good reasons: “a tweet containing a video is six times more effective than a tweet with a picture,” has revealed Damien Viel, CEO of Twitter France, on the occasion of the HubdayFuture of Social Media. If the use of the video is expected to increase, its duration is decreasing. This is why Instagram launched last October, Boomerang which offers three seconds micro-videos design – two times shorter than those of the application Vine. Their is also ScratchReel from Twitter, allowing users to interact with the micro-animations such as gifs.
When the video becomes shop.
Many brands have started to insert call-to-action within their videos in order to make real tools for boosting e-commerce sale. A New York company, Cinematique , pushed this concept even further by creating touchable videos: you just have to click on the objects appearing in a sequence so that those words then appear in a dedicated shopping cart.
↪After Net-A-Porter and Petit Bateau, Fendi has promoted its collection of shoes fall/winter 2015 via this device.
Trends 5. UX advertising: advertising that respects user experience
Nowadays, social networks tend to favour the native advertising, often qualified as “new generation advertising” which ambition is to put the user at the center of advertising. The objective? Generate new type of engagement between advertisers and their consumers. “Nobody wants to see a publication of a brand on social networks, we have a creative requirement for each of our posts: it is 20/20 or nothing says Bérénice Charles, responsible for marketing of Burger King.
Intrusive advertising is frowned upon on social networks. While Adblockers users are more and more numerous, this is why specialized cells have emerged at YouTube (Zoo), Twitter or Instagram (Creative Shop). Their aim is to advise brands for free on the design of non-intrusive advertising formats, adapted to the uses, codes and specificities of each social network.
↪In 2014, Zoo thus imagined for the Italian brand Fendi first show filmed by drones and broadcasted live on YouTube.
When it comes to Snapchat, CEO Evan Spiegel advocates a ‘cool advertising’, meaning that the user has the choice to display it or not, demonstrating a true opt-in choice. Another variant can be the emojis, these small icons that people use in their conversations to replace a mood or a Word.
↪Dyptique has used to this technique to promote it’s company, such as Duracell and its pink rabbits. Finally, the idea is to make advertising without looking, because banners tend to infuriate people.
Conclusion: choose some of these trends but be prudent
I reviewed the main trends of marketing on social networks that will arise in 2016. And it may be tempting to develop everything but I think it would better to focus on a more limited choice, taking between one and three levers instead of getting lost in a huge strategy. Also, do not hesitate to monitor new social media such as Periscope, for example. Remember, a lot of marketing is not always the god option – less can be better – as long as you do it well.
Nowadays, connected devices and objects are challenging Big Data on new matters that include quick processing of multiple data sources from the Internet Of things but also cybersecurity. Internet of Things innovations’ are still at low maturity stages, but they represent a real potential which are able to modify deeply the processing of data. According to a report by IDC  (International Data Corporation), Big Data market will reach $125 billion in 2015. As said by some tech experts, we can already see the emergence of major technological challenges for Big Data in the next years: How can we process such amount of data, how can we measure the reliability of this amount of data and how can we secure them?
#1 Internet Of Things challenge: Processing Capacity & Reliability
The large amount of sensors integrated into our connected objects (known as 80 billion units outstanding for 2020) generate many data that must be stored but also that should be accessible to the ones that use them. Therefore, the reliability of this access and the storage of all the data become an important issue. The Internet of Things (IoT) will challenge companies to a huge increase in the volume of generated data.
With limited capacity of IT infrastructure to manage the storage and processing of data, companies must start thinking about solutions that will enable them to optimize their data center and facilitate its elasticity. Virtualization of networks, including chaining services or dynamic management of business flows can have a decisive role to exploit all the potential of the Internet of Things.
The wide variety of IoT products and applications, whether they already exist or not, will lead to a prioritization of data centers. In the next years, we expect to see the creation of new small and middle size datacenters that will feed the main datacenters. The management of these resources will not be a simple task like nowadays, to achieve this, a large part of the network must be automated to manage some parameters like real-time for example. It also means making software adjustments to optimize the processing, storage and delivery of data. For some companies that will choose a hardware approach it would requires a longer deployment of services and it would be almost impossible to maximize the use of available resources. But the process of data will not be the only issues of this flood of data because this data will have to be secure.
Second Challenge: Cyber security
All these new objects that will invade our daily lives, our homes, our cars, our clothes, our bodies, etc. can communicate through each other and have memory capacity, processor and limited energy that make them vulnerable to cyber attackers.
Threats of IoT in terms of safety may include the objects themselves but also the underlying information systems that can be hosted on remote servers or on the Cloud. Connected objects are largely vulnerable if they are not highly protected and these days some companies are looking for hiring hackers to test their security methods.
Now there are even search engines which reference poorly secured connected objects or poorly protected, this enhance the need of secure cloud environment or datacenter. This is exactely why Orange launched last fall Datavenue, a secure platform for IoT creators’.
For Big Data, the challenge is also to secure the processing of data by checking that they are not vulnerable and contain no flaws. Another type of security platform called c-Frama allows the analysis of the source code to detect a potential default but also to know if the memory of the computer is used wisely or if the machine records its data in a secure part of its memory. These three technological challenges will accelerate the automation of data analysis process in connection with the rapid development of connected objects in the world.
We must deal with objects connected with the same consideration as computers, smartphones and tablets. Yet organizations often underestimate the safety of their IoT projects at the risk of exposing sensitive data. Companies must carefully evaluate the amount of devices they install on their networks to mentor the huge volumes of data traveling across these devices and networks. Without proper preparation and consistent administration, the explosion of data produced by component devices of IoT may slow networks and overwhelm existing security infrastructure.
It is necessary for companies to be extremely vigilant and not to implement a major IoT program without understanding the impact of these devices on their safety. In this context, companies must get help from service companies to accompany them in their projects and to draw their attention on potential risks and existing solutions.
The world of the Internet of Things offers fascinating prospects for economic growth and improvement of everyday life, but it should be in full control of risks. Users and companies should become fully aware of all structural risks and should be informed of their rights so that they can control their data at any time.
Mediabrands IPG has released a Magna Global study on the world market for Advertising Programmatic revealing that display and program video purchases will reach $ 14.2 billion in 2015, up 49%. A figure that will rise to $ 36.8 billion in 2019 which makes an average of 31% growth per year.
Not surprisingly, the United States has the highest adoption rate with no less than 7.7 billion transactions expected for 2015, which account for 54% of the global market programmatic purchases. Besides the US, the largest markets in programmatic expenses are the United Kingdom, Japan, China and Germany. However, the adoption rates of theses last three countries are quite low (under 25%).
In France, the programmatic market should reach $ 325 million in 2015, this is 47% up compared to 2014. In France, the distribution of programmatic spending differs significantly from the other market average. But programmatic is still dominated by Display.
In 2015, the share of display was up to 74% of total expenditure in programmatic. However, by 2019 Videos will account for 55% of total spending versus 15% today. Concerning hardware, programmatic is for now dominated by computers, which accounts for 72% of programmatic expenditures. By 2019 though, computers and mobile devices will have 50% each of the share.
Concerning mobile, even though it accounts for a small amount of share in programmatic, it’s a real challenge to fully integrated it to programmatic. The expansion of mobile traffic applications, the proliferation of YouTube TrueView, and an emerging shortage of premium inventory computer: all of this will contribute to the increased penetration of mobile programmatic. Offsetting this mobile tailwind is an ongoing technological challenge, including targeting and tracking users across multiple devices. The objective is to unify the approaches of Web and mobile to target people – and not the device. Facebook’s people-base marketing illustrates this approach cross-device, user-centered.
What about the actors of Programmatic …
Outside the United States, France is the biggest market for programmatic experiments. Indeed, French publishers are ahead compared to the others countries and they have implemented many advertising networks including La Place Media, Audience Square, Adexchange.com (Hi-Media) and 3WRegie. Among the most specialized players, there are also Quantum or Sublimeskinz, and especially concerning mobile, InMobi and Yanco.
This multiplication of players in the programmatic advertising industry helps advertisers to challenge their traditional media agency and to turn other specialized agency. Not surprisingly, a recent study indicates that the choice of the agency provider is the main difficulty for advertisers to switch to programmatic.
The proliferation of players is a sign that programmatic explodes in the media mix of advertisers and is becoming more sophisticated. This is a complex ecosystem to understand for advertisers, which are more than ever claiming for expert support. stage linguistique à Londres
Today, the selection of a particular strategy differs from one advertiser and one agency to another; this is really a matter of challenges and maturity. Some advertisers see only in programmatic a way to buy a lot of media but in a more targeted and cheaper way. This approach can bring good short-term performance but this remains limited in time. Yet now, advertisers want more transparency to understand the use of their data. In fact, most of them are now looking to integrate programmatic as a sustainable and growing component of their marketing mix. They want the ability to customize their communication to each client from branding up to CRM. This is why some of them are requesting specialists to support them. Agencies offer real transparent support, based on experts, they tried to give to advertisers “made to measure” full service, which sometime comes up to the creation of an internal trading desk.