As this course draws to an end, I thought I’d take a look at what companies are monitoring on the horizon, and what trends will continue into 2016 and beyond.
First and foremost, companies will need to ensure that they are continuing to develop quality content. This type of content aims to provide information to current customers and potential prospects in order to build trust, develop the brand, and ensure that a company’s brand is seen as an expert in the subject matter.
Companies will need to be ready for in-the-moment updates on social media. Some companies are already getting on board with this, through the use of Instagram and Snapchat. The recent acquisition of Periscope by Twitter is also promoting live updates via video broadcasting. If this trend does take off, companies will need to be prepared for instant social media posts, rather than scheduled posts.
Another trend that is slowly emerging is the use of “buy buttons”. Facebook and Pinterest are starting to introduce this option for consumers, which allows users of these social media sites to use one click to purchase a product they like, without ever leaving the app. It is estimated that by the end of 2016, most major social media brands will feature some kind of buy button naturally as an element of their advertising campaigns.
Lastly, companies must continue to monitor and evolve privacy controls. User privacy concerns are extremely high, especially with large security breaches at Home Depot and Target. Users will demand a more private, secure method of communication and engagement, as well as notifications from companies when they are tracking consumers. Companies will be forced to be more clear on how they share consumer data, as well as what information is being shared.