You are in search of the freshest Spring UK 2016 trends and have finally arrived on the right page. We’ve consulted countless resources to bring you a simple and concise guide to the latest digital trends. Thank us later.
Digital wallets allow customers to store their card details on their smart devices and pay for items costing up to £30. This has gained traction in the last six months, especially since the launch of Apple Pay last July. As of December 2015 only 12% of smartphone users had it, but 32% were interested in it. Mintel’s consumer research highlights that only 7% actually signed up to use digital wallet and that there’s definitely scope to make the idea more appealing to consumers. The concept is most popular in Asia where every mobile has a digital wallet, but its growth wasn’t as fast in the UK.
In a recent study by Citi Retail Services, it was found that shoppers are embracing digital wallet adoption at a growing pace now, due to ease of use and convenience. Leslie McNamara, managing director of Partner Management said “Tech-savvy shoppers are increasingly demanding seamless, omni-channel retail experiences and looking for solutions that deliver this.”
The BBC also reported last month that Google will be extending Android pay to the UK “in the next few months”, with Lloyds Banks, HSBC and Nationwide supporting it. A Google spokeswoman claimed it was now “likely” that the UK would become its second or third market.
Our advice? Get on board at the beginning and ride that crest.
Personalisation: A New Perspective
“Personalisation” is the buzzword that is on everyone’s lips these days with countless ‘best practice’ guides at our disposal. However, we’ve probably witnessed more horror stories of it going wrong than we have success. Let’s consider the ‘what ifs’. What if they were browsing those products on a shared computer? What if it was a gift they bought and they would never purchase it for themselves? What if they were only looking up an opposing political view out of interest or research? What if personalisation simply isn’t the answer?
Personalisation is often based on assumption and we all know that assumption is the mother of all bad decisions. “We should be focussing on creating great experiences first and foremost,” the managing director of Code Computerlove, Louis Georgiou, states. If personalisation aids in quicker or cheaper service for customers, then it should be used. If not – don’t assume it’s the correct answer just because it’s a trend. Think rationally.
Social Media: Value Over Volume
Richard Bassinder, Social Media Manager at the Yorkshire Building Society has stated that the rise of influencer marketing as a strategy is set to increase as more and more companies attempt to find their own “Zoella”. He says,
“Influencer outreach will become an increasing focus in 2016. Amplification of content through key influencers presents a credible challenge to paid promotion strategies, but it’s essential that the partner in question is in line with the brand and the way it wants to present itself to its audience”.
Furthermore, he expects to see a shift in social media with a “value over volume” approach as companies are expected to, “move towards smaller, more engaged audience groups that form around more local offline events, or rally behind the specific causes that matter to them.”
Louis Georgiou seconds this notion. The Managing Director of Code Computerlove tells The Drum that, “vanity metrics are out – engagement is in”, but warns that what engagement means will be different for every business. This year the best content strategies will be based on insight gathered from previous activity. Real and relevant data based on bespoke audiences. By applying the same insight that we would for our more established forms of marketing and taking our content more seriously we could see a great difference. Consider creating audience personas and setting crystal clear KPIs. “Applying ‘lean’ principles to content marketing this year will reap the biggest rewards”, he says. We second that.
Mobile Still in Development
MarketingWeek discussed recently that it’s no longer “the year of mobile”, as the channel is now fully ingrained in the lives of our customers, but strategies and spending on it are yet to catch up. Mobile behaviour is personal and success comes down to having the right content. Clare Hill, Managing Director at the Content Marketing Association (CMA), claims that in 2016 content marketing will be focussed around mobile and image based content, as well as personalisation.
Mintel has confirmed that brand related mobile experience is still poor, stating, “smartphones lag well behind tablets and computers… the quality of the mobile experience seems to have a strong impact on marketing.” Although it offers a different perspective on solutions. Brands must be able to offer a superior mobile interface to be at an advantage in capturing shoppers, especially those prone to impulse purchases.
On average 25% of all UK media is consumed via mobile devices but only 10% of ad spend is on mobile according to eMarketer’s UK Media Consumption report. The amount of time UK adults spend on such devices is predicted to surpass the time spent via desktop and laptop computers in 2016. There’s great potential here and marketers are encouraging us to use visual communication in a number of formats: short-form videos to real-time images. Story telling should be central to your mobile marketing strategy.
Are Emails Becoming Outdated?
It seems like we can never get a straight answer on this, but in a survey of over 2,000 internet users over the age of 16, emails have lost 2 percentage points in popularity since November 2014, when 97% of consumers used them. Younger consumers between the ages of 16 and 34 are showing even lower levels of interest (91% compared to the 97% of over 35s). The evidence suggests that consumers might be starting to think emails are outdated, and prefer more instant virtual social interactions that offer immediate feedback.