WEB PUSH BURST ON THE SCENE

The power of app push notifications has come to the web. Thanks to some shiny new browser capabilities, this year saw the emergence of web push notifications. Web push gives marketers the ability to reach customers on mobile and desktop web, even if they’re not actively using a site. In fact, sites like Facebook and Product Hunt are already using them.

WHAT HAPPENED IN 2016

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WHAT HAPPENED IN 2016

Before this year, one of the only ways to communicate with website visitors was through pop-ups. Thanks to some shiny new browser capabilities, this year saw the emergence of web push notifications. Web push gives marketers the ability to reach visitors on mobile and desktop web, even if they’re not actively using a site. In fact, sites like Facebook, Product Hunt, and X are already using them.

When it comes to mobile, marketing, and tech, things are always changing. But this year brought about some major changes and trends that are bound to shape every industry for the next decade. This site will help you digest and strategize around the most important mobile and marketing trends of the year. Take a look at the major trends of 2016 and what you should prepare for in 2017.

APPLE INTRODUCED IOS 10

The arrival of Apple’s iOS 10 brought rich push notifications to iOS. We know that adding an image in a message can boost response to your call-to-action by 57%. iOS rich notifications have given marketers an easy way to drive engagement and conversions on mobile. iOS 10 also debuted key features like iMessage apps that allow marketers to drive more engagement on third-party platforms. Pretty cool!

WHAT HAPPENED IN 2016

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ANDROID PUSH AND PIXEL

At Google I/O 2016, Google launched their new operating system, Android Nougat. Nougat has made it easier for users to silence or opt out of push notifications. Two taps, and a user can completely opt out. Also, in October, Google launched Google Pixel, their flagship smartphone and Apple and Samsung challenger. Pixel’s growth rate of early adoption nearly hit 300%!

WHAT HAPPENED IN 2016

PIXEL ADOPTION

OTT OPENED UP A GOLD MINE

Did you ever think you could buy pants through a messaging app? Now you can with OTT (over-the-top) platforms (e.g. Facebook Messenger and Roku). OTT refers to content delivered to end users through the Internet rather than telecom providers. This new trend allows marketers to reach, engage, and monetize new and existing customers on third-party platforms. It’s a cool way to drive engagement outside your app or site.

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PEOPLE WENT CRAZY OVER AR + VR

At this point, you probably can’t count how many times you’ve seen someone playing Pokémon Go in the streets. That’s because augmented reality has grabbed people by the heart strings (with the help of the Pokémon brand). Augmented reality allows people to interact in a real-world environment with computer-generated sensory elements. We’ve also seen virtual reality make a big splash, with the launch of Google Daydream and PlayStation VR.

WHAT HAPPENED IN 2016

VR MARKETING

EMOJIS BECAME A LANGUAGE

In June 2016, brands sent 800 million messages with emojis, up from 145 million in June 2015 (a 609% increase). On the consumer side, more than 64% of people like or love emojis, compared to only 6% who dislike or hate them. Needless to say, emojis will be around for a while.

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SCARY NEWS ABOUT RETENTION

Things got real when it came to retention. Our Digits Mobile Marketing Benchmarks Report, which looked at more than 500 apps and 6.5 billion push notifications, showed that fewer than 1 in 4 users will return to an app the next day. That’s the bad news. The good news is there are strategies marketers can build to beat today’s retention odds and put users on a path to loyalty.

WHAT HAPPENED IN 2016

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THE GALAXY BLEW UP

This year wasn’t a good year for Samsung, specifically because of Explodegate. Samsung had to issue a global recall and suspend production of all Galaxy Note 7 devices because of their tendency to catch fire. Even the FAA (Federal Aviation Administration) banned the device on all flights.

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WHAT'S AHEAD IN 2017

SEAMLESS EXPERIENCES

This year, we saw Apple and Google take steps to reduce the friction between mobile apps and websites. Google’s launch of Android Instant Apps and Accelerated Mobile Pages (AMP), and Apple’s expansion of popular iOS features (e.g. Apple Pay) to desktop, reflect an emerging view of what users want from their digital experience—namely a seamless, platform-agnostic user experience.

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AI + CHATBOTS WILL TAKE OVER

Judgment day isn’t here just yet, but bots and artificial intelligence are officially here. 2016 saw chatbots pop up from brands like Domino’s and H&M, and the discussion of AI became more prominent. In 2017, expect to see AI and chatbots dominate every major tech conversation and become more utilized by brands.

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BRICK & MORTARS GO ONLINE

In 2017, look for companies to more closely connect their brick-and-mortar locations with their mobile and web experiences. That could mean integrating point-of-sale data into their marketing platforms to allow for digital engagement based on in-person purchases, more sophisticated location-based marketing using Wi-Fi or beacons, or using visual codes that can trigger app or site actions.

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MORE POWERFUL CUSTOMER DATA

In 2017, brands will collect more detailed data about customer preferences and behaviors. Wearables like the Apple Watch and fitness devices from Fitbit, Jawbone, and other brands, have the potential to kick off a new wave of body-focused customer data tracking. With this data, brands will be able to build better 1:1 customer relationships that drive ROI.

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THE "NEW" INTERNET OF THINGS

The leading ladies of AI, Siri (Apple) and Alexa (Amazon), have taken the industry by storm. In fact, Apple has already opened up Siri’s technology to developers. Also, television is poised to emerge as a platform, with brands looking for ways to reach customers on their TVs using Apple TV, Chromecast, Roku, and other set-top devices. In 2017, expect to see marketing notifications on these platforms.

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5G IS ON THE HORIZON

During Mobile World Congress 2016, technology firms discussed their 5G plans and held demos highlighting the technology’s capabilities. The major speed and bandwidth improvements promised by 5G are expected to support significantly richer user experiences on mobile. Expect the 5G conversation to heat up in 2017.

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MACGYVER APPS ARE COMING

The race for the top all-in-one app has begun. Apps like Facebook and WeChat are positioning themselves as all-in-one options for mobile users by adding payment, calling, gaming, and other capabilities in their apps. Expect more feature consolidation across top apps.

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MOBILEGEDDON CONTINUES

In 2016, Google announced that mobile websites using certain kinds of interstitials would be penalized in future search results. Plus, they're creating a separate mobile index that will be the main index that the search engine uses to respond to queries. Now’s the time to up your mobile game.

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Before this year, one of the only ways to communicate with website visitors was through pop-ups. Thanks to some shiny new browser capabilities, this year saw the emergence of web push notifications. Web push gives marketers the ability to reach visitors on mobile and desktop web, even if they’re not actively using a site. In fact, sites like Facebook, Product Hunt, and X are already using them.

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ANDROID N PUSHPOKEMON GO

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