Marketing 2016 (18th Edition)

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ISBN9781285858340/ 9781305769786/ 9781305773493/ 9781305631601
AuthorsWilliam M. Pride, O.C. Ferrell


The world of marketing has undergone significant transformations over the years, constantly adapting to new technologies, consumer behaviors, and global trends. In this blog post, we delve into the landscape of marketing during the year 2016, exploring the strategies, trends, and pivotal moments that defined the 18th edition of this ever-evolving field.

1. Rise of Digital Marketing:

By 2016, digital marketing had firmly established itself as a dominant force in the marketing world. Brands and businesses were increasingly recognizing the power of digital platforms, such as social media, search engines, and email marketing, to engage with their audiences on a more personal and interactive level. The integration of data analytics and metrics played a crucial role in fine-tuning marketing campaigns for maximum impact and ROI.

2. Mobile Marketing Revolution:

The prevalence of smartphones and mobile devices revolutionized marketing in 2016. Marketers had to adapt their strategies to cater to the mobile-savvy audience. The year witnessed a substantial shift towards mobile-first design, mobile-optimized websites, and location-based advertising to reach consumers on the go. Mobile apps also emerged as a powerful tool for brands to foster customer loyalty and engagement.

3. Content Marketing Dominance:

In 2016, content marketing became a core aspect of marketing strategies for businesses across industries. Brands focused on creating high-quality, relevant, and valuable content to establish themselves as thought leaders and build trust with their target audience. Content marketing encompassed blog posts, videos, infographics, and podcasts, with a strong emphasis on storytelling and customer-centric messaging.

4. Influencer Marketing Takes Center Stage:

2016 marked the peak of influencer marketing’s popularity. Brands collaborated with social media influencers, bloggers, and YouTubers to tap into their vast follower bases and expand their reach. The authentic and personalized content produced by influencers resonated with audiences and provided a powerful alternative to traditional advertising.

5. Personalization and Customer Experience:

As consumer expectations evolved, so did marketing strategies. Personalization became a key focus in 2016, with brands using data-driven insights to deliver tailored experiences to individual customers. From personalized email campaigns to recommendation engines, marketing efforts aimed to cater to the unique preferences and needs of consumers.

6. Video Marketing Flourishes:

Video marketing soared to new heights in 2016, as platforms like YouTube, Facebook, and Instagram prioritized video content. Brands leveraged the power of storytelling through videos to captivate audiences and convey their messages more effectively. The rise of live streaming also provided a real-time and interactive way to engage with consumers.

7. Social Media Evolution:

In 2016, social media platforms continued to evolve, with Facebook, Twitter, Instagram, and Snapchat leading the pack. Brands had to stay agile and adapt their strategies to fit each platform’s unique features and user demographics. Social media advertising gained momentum, providing targeted advertising options and measurable results.

8. Virtual Reality (VR) and Augmented Reality (AR) in Marketing:

Although still in its nascent stages, 2016 witnessed the emergence of VR and AR as potential game-changers in marketing. Brands began experimenting with these immersive technologies to create captivating experiences, especially in the gaming and entertainment industries.

9. Challenges and Controversies:

The evolving marketing landscape in 2016 also faced its share of challenges and controversies. Ad blockers posed a threat to digital advertising, forcing marketers to rethink their approaches. Additionally, data privacy concerns and ad fraud raised ethical questions regarding the use of consumer information and the transparency of digital ad campaigns.


The year 2016 marked a pivotal period in the marketing world, witnessing the consolidation of digital marketing, the rise of influencer marketing, and the increasing importance of customer-centric approaches. As we reflect on the 18th edition of marketing, we recognize the lasting impact of these trends that continue to shape the field in subsequent years. With technology advancing and consumer behaviors evolving, marketers must remain adaptive and innovative to stay ahead in this ever-changing landscape.

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Written by Jordan Farrell

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