Ideas

More than ever before, consumers are dictating how business operates. what they offer, and how they offer it, setting price, quality and value of the products or services on offer, as well as customer service standards. In order to convert to a new vendor or brand, or remain loyal to an existing option, they want better and better digital tools, and they expect constant improvement. They have become extremely picky, even demanding, and they hold all the power. Yet, consumer expectation is perhaps one of the most overlooked elements in digital marketing today.

So, if pandering to the fastidious nature of customers is such a high priority, then why is it so often neglected? Well, there are probably three reasons for this.

2015 was a year of big change for digital, with users gobbling up ad-blocking software, erasing billions of dollars from the online publishing business, and mobile becoming the primary way for users to search the internet. With 2016 shaping up to be yet another huge year of innovation and shifts in user behavior, this seems like as good a time as any to make a few predictions for what we see happening in the year to come.

A few years ago, something very strange on the internet started to happen. When somebody visited a website, ads promoting that website started following them around. In some cases, almost immediately. Welcome to the birth of ‘Remarketing’.