Online Market Research - Top 8 Predictions
Every year, online market research continues to move forward at an astounding pace, and 2015 was no exception. We saw some big changes during the past year with repercussions that are still to come.
Not only that, but there are expectations of more big shifts for the year ahead. Interest in exactly what is in store for the up coming year is high, just as always. So without further ado, here are some of the biggest trends of 2015 and the top predictions for 2016.
Marketing Trends of 2015
According to smart insights online market research shows that the number of mobile Internet users surpassed the number of desktop users, so it's now a question of using the statistics to understand how consumers behave when using different types of mobile devices and what their preferences are. With the marketing industry’s continued focus on mobile technology and the instantaneous feedback marketers can achieve through it, it’s no wonder it was such a successful method during 2015!
2. Social Media Integration
It seems like social media isn’t set to slow down in its dominance any time soon. For market researchers, this brought about opportunities not just to follow people’s interests, but also to engage with them and create personalised marketing messages based on their findings. With social media uptake continuing and constantly diversifying, there’s little sign of this trend slowing in the coming year either.
3. Big Data
Maybe you’re tired of hearing about it, but the fact remains that big data is still very important in the industry. For the uninitiated, it’s a broad term that refers to the masses of data slung around the Internet, from social media, videos and digital photos. It represents a big challenge in understanding, but there are also huge rewards to those that can. In 2015 it continued to boom with new companies popping up specialising in big data analytics.
4. Local Marketing
Thanks to the Internet, the world is more connected more than ever and big companies have used this well to create global brands. Marketing took something of a turn about though with companies becoming ever more regionalised. Recognising the cultural differences and tailoring their strategies to suit individual and local markets was big business, and in 2015 we witnessed a continued push for personalised and localised marketing.
Predictions for 2016
5. Continued Move to Mobile
With marketers beginning to shift their focus to the centennials and millennials, mobile marketing will continue to be the method of choice. The fact is that these people have never known a world without connected technology and therefore are always turned on to Facebook and Twitter. Not only this but with the location based marketing made possible by today’s technology, marketers are beginning to realise the potential and are learning new ways to engage with their markets.
6. Quality of Data
With online market research flowing in ever more quickly thanks to mobile market research, companies will begin to shift their focus to quality, rather than quantity. Questions will begin to be asked about how effective current research is and thanks to new methods, it will be exponentially improved upon.
Video consumption continued to spiral during 2015. YouTube had another great year and with Netflix and Amazon Prime continuing their foray into exclusive content, it looks like 2016 is set to be just as strong. Coupled with the impending death of TV, as we know it, there are big changes ahead. If market researchers can gain the correct insight on video consumption and be willing to adapt to a changing playing field, it will present them with excellent opportunities.
8. Virtual Reality
2016 is set to be a big year for virtual reality with technologies such as Oculus Rift and Sony’s PlayStation VR set to make their debut, there is a completely new and exciting field for marketers to dive into. Virtual reality will give marketers the ability to get users as close to their products and services as possible without actually holding or experiencing them. Imagine a car manufacturer letting a potential buyer experience their configured car before hand, or being able to sell the best seat in the house at a football game for an unlimited amount of times. Literally, the possibilities are endless and provided marketers get to grips with the new technology, there are interesting times ahead in 2016.
2015 was a fantastic year with the continued diversification of marketing in social media and a push towards more personalised and localised advertising, but what's in store for 2016 is much more exciting. A changing landscape in the world of media consumption and virtual reality set to break on to the scene, there is plenty to wat