Newsletters: As discussed in our recent blog post Millennial Women Embrace Email, the email newsletter made a comeback in 2015. As social media sites – particularly Facebook – increasingly control what content their users see and when, email distribution will become even more important next year.
Media brands will seek more direct connections with readers, who are also looking for more intimate, personalised communications in the face of a barrage of non-stop online information and conversation. For any business, then, building a solid email newsletter strategy could be an easy win – but as UK marketing blog Clickz discovered, few brands have one in place. It's time you took your brand newsletter seriously.
Live Streaming: According to research from UK digital analysts GlobalWebIndex, only about 1.5% of consumers globally are engaging with Meerkat, and just under 2% are using Periscope. But as UK media blog The Media Briefing points out, live streaming is set to be a key way for marketers to reach customers in 2016: "Firstly, watching a video consistently ranks among the top activities on sites like Facebook and Twitter. Secondly, the arrival of ad blocking on mobile means that native advertising will become more important in terms of engaging consumers."
And, perhaps even more importantly, Facebook has now launched live-streaming capabilities, rolling out the feature to verified brand pages this week. As we explored in our Get Real Macro Trend, consumers want brands to be more real, of-the-moment and spontaneous in their communications. We'll be exploring live-streaming strategies for brands in an upcoming report.
Pop-Culture Holidays: On October 21 this year, the internet celebrated Back To The Future day – the date Marty McFly time-travelled to in the second film. Pop-culture holidays are becoming an almost daily occurrence on social media – there's a list of them here – and brands are jumping into the conversations, taking newsjacking to new levels of nerdishness. We're not proposing that you create a content strategy for every geek holiday in 2016, but the phenomenon does reinforce the importance of "everyday moments" and in-the-moment marketing.
Check out Get Real for more.