Wanna be trendy in 2016?


As 2016 draws ever closer, it’s not a completely uncool idea to turn our attention to what’s trending for next year. That way, we can switch our minds to thinking about brand positioning, projects and processes for next year, just before we switch them OFF for the holiday break.


Trends matter on various levels in different industries. And specific trends impact your communication and marketing, internal as well as external. No, not the trends that say you should wear your hair in a man-bun and start collecting doorknobs (yes, apparently this is a thing)… Unless of course you are into that, then, knock yourself out.

So, while Boney M (again) wishes us a merry Christmas in every shopping mall, there is no better time to take a look at the trends for 2016 that could have an impact on your communication and marketing strategy.


Drumroll please

Concerning communication and marketing, let’s see what the trendsetters say we should focus on in 2016.


Mobile will dominate

This year, Google announced that mobile traffic overtook desktop traffic in 10 countries and also released their “Mobilegeddon” algorithm update. This algorithm, designed to phase out sites not optimised for mobile, won’t be enough to drive down desktop traffic, but they are clearly betting on desktop traffic fading away.

Smart money rests on mobile-focused online marketing. According to Price Waterhouse Coopers, South Africans are more “predisposed to receive advertising on their phones than their global peers”. Geo-fencing (GPS software) also presents a huge opportunity for brands to get the right message to the right audience.


Video trumps PowerPoint

Video is becoming the preferred presentation medium over static images. PowerPoint remained the standard presentation tool, but this year demand for PowerPoint skills dropped by 5%, while projects on dynamic presentation platforms like Prezi and Keynote grew by 18% to 23%.


The rise of content-driven marketing

Banner advertising is becoming more commodities-driven and users are expecting more engaging experiences. Brands will have to invest in more unique content rather than only trying to create unique advertising. This will be motivated by further growth in video consumption (see ‘Video trumps PowerPoint’ above) as well as growing cynicism in consumers (see ‘More transparency’ below). World Wide Worx 2014 reported that 58% of South African brands are now using YouTube as a marketing channel.


More transparency

Between 2000 and 2014, the number of internet users in Africa grew from 4,5 million to 298 million. This equates to a staggering growth rate of 6 500%, almost ten times the global average (Internet World Statistics, June 2014). South Africans have become more willing to investigate brands and consumers are more informed. Smart organisations understand that it is better to willingly offer information than being found out online. Think VW emissions scandal of 2015.


A point to ponder

Trends are not cast in stone, but – and this is a big BUT – it is far better to be ahead of the curve and crossing the finishing line, than be stuck at the starting blocks, among the throngs of people that woke up too late.

Want some help?

Trendy help is at hand with the team from Lemonade Hub: Add info@lemonadehub.com to your contacts and always be ahead of the curve.




Karen Harding

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