Without marketing, no one would ever hear about how amazing your business, product or event is. Worldwide, over £400bn is spent on promoting the latest must-have ideas, and the industry continues to be turned upside down by digital.

Brands now have a smorgasbord of platforms on which to deliver exciting campaigns, and the people we know in marketing absolutely love the challenge and creativity that come with the job. But how do you get into such a fast-moving industry? And with everything in flux, what are the critical trends for 2016? Matt Rhodes Head of Digital Strategy at WCRS gives his insight…

What’s the best way to get into digital marketing?

Learn and experiment with digital tools.

It’s usually cheap or free to do. Build your own website, write a blog, produce your own Snapchat filters, create an Instagram account for your football team, or a YouTube series for your holiday. Then use Google and Twitter analytics to optimise your content.

Trend for 2016:

The interplay of mobile and video.

As more and more of our online time is spent on mobile devices, the role of video is changing. We need to be developing video strategies and content fit for these devices and for the ways people use them.

We need to think about the stories video tells, length, square formats, videos with no sound – not forcing people to watch landscape videos that are 30 seconds long with audio, just because that’s what’s we’re used to making.

There can be a temptation in digital to chase the new – ‘it’s all about Virtual Reality’ – when we are still forcing non-digital experiences into the digital world.

A book to inspire: 

Emile Zola’s Au Bonheur des Dames

I was struck by how the issues it deals with – how technology and change impacted retail at the end of the 19th century – are similar to how technology is transforming industries today and there are many parallels to learn from.

This article was originally published in The Memo. You can read the full article here.

Matt Rhodes

About Matt Rhodes

Digital Strategy Director for work. Marathon runner and charity trustee for fun.

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