10 Tech Trends for 2016

In light of the mushrooming ICT evolution and innovation experienced across the digital world in the past few years, as the New Year  approaches, it is clear that 12 months of great possibility and opportunity lie ahead of us. Instead of trying to make precise predictions about our incredibly dynamic industry, I’ve listed my top trends to watch during the coming year.

1. Betting on online

Nigeria is still picking up pace in terms of individuals and businesses moving online. The rate of adoption has increased in the last few years but 2016 is going to see the barriers falling away and many more Nigerians flooding online. As this consumer shift happens, more businesses will look to retain their previously offline customers and reach this bigger market.  Businesses both large and small will turn to search marketing to drive new traffic to their websites, as online advertising becomes the lifeblood of those trying to get ahead in the digital economy.

2. Offline events will drive online search

Advertisers will take advantage of the direct link between offline events and the subsequent surge in online search. People immediately search the internet for news, insights and video relating to major offline events. From sports to politics and natural disasters, offline events provide savvy and fast-acting advertisers the opportunity to make the most out of rising online search activity surrounding each event. The reverse is also true: If customers can’t find you online to make an evaluation then you’re missing a substantial portion of the market straight away.

3. Data beats opinion

Every day, hundreds of millions of people search on Google – we are able to see trends emerge in real time. Access to search trend information is available to everyone through Google Trends. For example the Xenophobic attacks in South Africa was one of the most popular searches in Nigeria in 2015. This year we expect to see an increase in the use of search trend data in structuring online marketing campaigns. This new level of insight into the trending online searches will empower advertisers to move away from relative guesswork and work from an informed point of reference.  Marketing and Brand Managers are also able to make comparisons with their competitors using Google Trends.

4. Websites get better and better

More web users are starting to make use of the readily available free and easy-to-use tools to improve the usability and functionality of their websites. You can use advanced tools to turn your website into a more effective sales tool by understanding how visitors use your website. For example, Google Analytics allows you to track user browsing behaviour on your site (which pages they visit, what point they leave the site, how much time they spend) and Google Website Optimizer can suggest ways to improve the layout and format of your website to make it more user friendly.

5. Going mobile, Going big

More than 80% of Google’s mobile search queries come from outside the U.S., and Nigeria has shown growth in mobile search traffic. More people do business on their mobile phones than on their laptops because mobile search gives users instant, contextually relevant access to information anytime, anywhere. Nigeria’s mobile penetration massively exceeds the broadband penetration, and even with the expected rise in broadband access in 2016, it isn’t going to catch mobile. So, it is important for Nigeria’s advertisers to think mobile as they head into the New Year.

6. Telemedicine

Increased mobile penetration means better access to cutting-edge health technology, potentially improving the health and welfare of people across Africa and further afield.  For example, the Wall Street Journal reports of ECG apps that have today been approved by the U.S. Food and Drug Administration for consumers and validated in many clinical studies.

7. The internet is social

The social media landscape will continue to evolve at a break-neck pace and many companies will launch marketing campaigns within the social media space to take advantage of the massive power of social networks. From the video of an aspiring rock band on YouTube, to on-the-ground footage of flashmobs; from one person’s political Twitter stream, to a sophisticated multi-party political blog portal, the Internet is providing greater transparency into what is happening in the world, and in the process widening our perspective.

8. Cloud computing is in your future

Cloud computing moves all of our computer-based activities – searching, emailing, watching videos, creating documents, and more – to a virtual space referred to as ‘the cloud’. By keeping and accessing the information that’s important to us online, or in the cloud, we’re bringing an unprecedented level of flexibility and accessibility to our lives. Infrastructure investments will increase the availability of access; thereby driving mobile web adoption, new cloud computing services, and in turn, demands for media and advertising.

9. High-tech cross-cultural communication

Developments in translation, voice search and text-to-speech technology will empower people to more easily communicate across languages; thereby breaking down cultural barriers and increasing cross-continental trade.

10. Video will continue to take centre stage

Online video viewing will become even more popular.  About 400 hours of video were added to YouTube every minute in 2015. 2016 will see not only a continued growth, but an explosion in innovative uses of video within marketing campaigns.

	Taiwo Kola-Ogunlade
	West Africa Communications & Public Affairs Manager, Google
	TWITTER: @kaytee2003 INSTAGRAM: @mrtaiwosir