With the Digital Marketing Show less than a week away, we spoke to Ben Harper, Co-Founder of Datify about the key trends that digital marketers should be aware of for the coming year. Here’s what he had to say…

DMS: What do you see as key trends for 2016?

BH: In 2016, I think a lot is going to change. The biggest trends, for me, are going to be around personalisation. So, data being used from wearables, from home automation software, all of those kinds of systems in marketing. I think that’s going to be a big trend, as well as the continued growth of content marketing which I can only see getting bigger in 2016.

DMS: Has a data led culture become more entrenched in marketing departments?

BH: I would say so. So with Datify, we’re positioned as data is at the heart of everything we do - most marketing departments come to us with some sort of data requirement or they know that they should be doing it at least. So it’s definitely getting there and it’s definitely becoming more common to be asked for it.

DMS: What is your top tip for content marketing for 2016?

BH: Top tip for content marketing in 2016 would be ‘think lean’. So, content marketing can be very expensive - building content obviously comes at a price and a risk because not everything will work, so we talk a lot about being lean with your content and making sure that you test and learn, you start small, and you build up. That way, you reduce the risk and you make your content campaigns more successful in the long run.

DMS: What is your view on Instagram advertising?

BH: So, Instagram advertising is absolutely great. It’s a big thing that we’re doing at the moment. So it’s launched recently for agencies to sell on to their clients. We’ve been doing a lot of campaigns and the results so far are really, really good. So we’re looking at less than a penny per video view, around 20p a click for driving sales, so it’s great and it’s going to be really big in 2016.

Ben Harper will be speaking at the Digital Marketing Show on the 18th November about ‘Winning at Content & Social By Using Data’. Book your free ticket now to join us!

To watch the full video, click here!

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