Digital Marketing
The State of Digital Marketing in 2016
Digital marketing in 2016 is no longer a separate channel that sits next to the real work. It is the work. Customers research, compare, and decide on their phones before they ever talk to a business, and the brands that show up well in those moments are the ones that grow.
Mobile is the default, not the exception
More than half of all searches now happen on a phone, and Google rewards sites that load fast and read cleanly on a small screen. A mobile experience that frustrates people is a leak in the funnel that no amount of advertising will fix.
Where attention is moving
- Video is climbing fast, with autoplay feeds making short clips the most shared format.
- Social platforms are becoming discovery engines, not just places to keep up with friends.
- Content marketing has matured from a nice idea into a core way brands earn trust.
- Paid social lets even small budgets reach a precise audience.
What small brands should do now
You do not need to be everywhere. Pick the two or three channels where your customers actually spend time, show up consistently, and measure what works. Focus beats spreading yourself thin every time.
Key takeaways
- ✓Treat mobile as the primary experience, not an afterthought.
- ✓Concentrate on a few channels and do them well.
- ✓Useful content and clear measurement compound over time.
Nadia Hoffmann
Social Media & Content Lead
Nadia Hoffmann leads social media and content at ThisCom, helping brands build audiences and community across social platforms, podcasts, and crowdfunding campaigns.
All articles by Nadia Hoffmann →Frequently asked questions
How many channels should a small business focus on in 2016?+
Two or three is plenty for most small businesses. It is far better to be consistent and strong on a handful of channels where your customers spend time than to stretch thin across every platform.
Is email still worth it with social media growing?+
Yes. Email remains one of the highest return channels in digital marketing because you own the relationship. Social reach can change overnight, but a healthy email list keeps working.
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