Advertising, Public Relations & MarketingAudiovisual CommunicationInternational RelationsJournalism & Corporative Communication

The main trends of communication for 2016, according to Hotwire.


Hotwire Communications agency has announced on Tuesday the seventh Communication Trends report, by which the agency predicts 10 communication trends that will dominate 2016. They emphasize, above all, the experience of virtual reality, the primacy of platforms third party content and campaigns that provide a utility to the user.

The platforms war
Corporate websites become an additional channel rather than the final destination. Although still be a place where we can publish content, we will see more and more as information expands the web because publishing channels as Medium or LinkedIn Press, which have been built on distribution services, will become a member Basic marketing campaigns.

The ‘inverted funnel’
The traditional model of the ‘funnel’ sales has been invested. Consumers now go directly to the final point of purchase. While large online retailers seeking the amplitude, brands must seek depth. Guide the content and campaigns to create a good brand experience will make consumers not only back, but seek brand anywhere in purchasing, building a stronger connection with the consumer and turning the funnel same time.

Our audience is killing advertising
iOS9 allowed ad blocking, but the market is not ready to react. In 2016, marketers will need to improve the native advertising, and to explore new ways of generating notoriety in the top of the funnel (from sponsored podcasts and agreements with bloggers who are influencers, vloggers and Instagrammers) to a renewed commitment to activities experiences.

The death of the millennials
2016 will be the year that we leave heading to the ‘millennials’ as a single demographic. Instead, manufacturers will target audiences based on their specific way of thinking and their specific values. We will check how sophisticated content increases targeted to different groups (niches) of young audiences, segmented regardless of age. We may forget the old general (just a number) and marketing to focus on what really moves the audience, its passions and the life they have chosen to live.

Living the moment
The next year will go to live the moment. Marketers depend less on content and schedules of instinct and good practice guide. Those who can give freedom to their computers to create instant content and assume imperfection involving far they will help the brand communication look more natural.

Do it big. Do Hyper-Local
In 2016, marketers should focus on detail, creating individual messages for each audience segment and go together to the defining characteristic of each of these groups. Hiperfocalizado In this new world, four or five variants of a message are no longer enough; we need to create 10, 15 or even 20 messages, each geared to a specific subsection of our audience.

Be relevant. Be useful. Have your say
The big marketing campaigns 2016 does not consist of a sound, but to provide a service. We will take the example of large companies have already realized this. For example, IBM protected from the rain with their ads on the street; Samsung and giant screens mounted in the back of their trucks where projected traffic through a camera on the front of the vehicle, to show drivers what time it was safe to overtake. Marketing campaigns will be increasingly active and not passive part of daily life.

Virtual reality as your channel of choice
As consumers demand more experience and less linear communication, virtual reality will become a key trend in this 2016. This hardware will be generalized as a result of the gaming and entertainment community, but will content creators and communications professionals the platform to ensure that the flow in all facets of life, not only in games. Marketers not only need to ensure that they understand the impact that technology can have on the strategy, but also know when to use it and who to go to work.

The marks will be the new activists
The values ​​keep communities together, but we need to live them and see them in action. With consumers increasingly judged against the economic and social policies of the brands, we will continue to see how brands give more weight to political and social issues of concern to people, placing values ​​at the heart of its communication strategy.
2016 will be the year where the industry reacts to online video, combining video production experts and equipment planning and accounts with extensive knowledge of the channels on which video works best.

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