Consumer search patterns online and what type of content they are consuming are changing continually which means companies and brands need to continually adapt their digital strategy. This article identifies two of the main digital trends for 2016 and also trends in ‘searching’ for food online.
According to Web Together.ie, one-third of all content consumed online now is video. The consumption of video has seen aggressive growth as social media platforms such as Facebook, Instagram and Snapchat are encouraging businesses to document their products and important events they attend by sharing videos and now more importantly ‘Live Streaming’ these events.
WebTogether.ie highlights that videos will become more interactive and engaging and many more companies will include video content in their marketing. As another illustration of this trend, a report by Digitalmarketing.ie states that 2016 will be the year for video, with Google getting on board with SERP (Search Engine Results Page) video advertising, which highlights that users are becoming more accepting of video ads.
In terms of another key trend, a report by WARC highlights the importance of pursuing personalisation. In the report it shows that devices and channels from the iPad to Netflix have empowered subscribers to tailor how, when and where they connect and communicate. WARC also emphasizes how users are customising everything and more attention is given to companies who allow the user to customise.
Web Together also illustrates the trend of personalisation and believes that 2016 will be the year where you will have to understand what are the different aspects that make your customer ‘tick’ and personalise them in order to engage and keep theWeb Together suggests that companies should spend time profiling their different customer types as the more information you can glean from each buyer type, the better you can serve their needs.
The 2016 Food Trends by Google highlighted some the most popular online searches on food. A key trend was Experimenting with Pork. Consumers are educating themselves on how to prepare this dish at home by experimenting with new equipment and methods of preparation. It was found that Pork shoulder is a weekend dish; consumers are +22% more likely to search this dish on Saturdays and Sundays than they are during the rest of the week. The report identifies that while there is an opportunity for brands to enable easier DIY cooking at home, there’s always an opportunity for brands to join consumers for an experimental weekend of cooking via video content.
Another trend that Google identifies is Bite Size Snacks. Consumers are more complex when it comes to food choices, and snacking has become more personal. Brands will need to offer more than just customization based on flavours, but dietary restrictions, as well. Personal choices come best in solo portions—and make for convenient snacking.
For more information please contact Helena.Collins@BordBia.ie
