2016 is shaping up to be a busy year in the world of mobile and digital marketing, with mobile use gaining ground against desktops, the increasing popularity of digital assistants, new devices and technologies, and important changes to critical websites like Google, Facebook and Instagram. Also, consolidation continues to be a major theme as digital consulting firms and digital agencies continue to invest in rounding out their capabilities. Deloitte just announced that its acquiring creative agency Heat, which is its 12th acquisition since 2012. We have highlighted below a few other emerging mobile and digital industry and marketing trends for 2016. Mobile Video Mobile video consumption will continue to grow in 2016, and with upcoming changes to Google, Facebook, Bing and others, it will become an invaluable marketing tool. With recent modifications to its search engine algorithms, Google has started indexing larger amounts of video content, making videos an increasingly useful promotional tool, and thanks to revisions in the YouTube service agreements, it is now easier for content creators to open an account. This past year, Facebook started opening its news feeds to video advertisements, and now includes its own set of tools to improve video content. In addition, Bing is now offering advertisers a video option, and programs like Meerkat and Periscope make it easier than ever to stream live video to a particular audience. As ad blockers become more popular and banner advertisements lose effectiveness, quality video content will become even more important. Wearables As wearable technologies like the FitBit and the AppleWatch become more popular, the opportunities for marketing will grow and new strategies will need to be developed to reach the target audience. Apps and content that are optimized for smaller screens, such as lists, will become even more important, and making the information genuinely useful for an active audience will be critical. Content should be simple and easy to navigate using voice commands and tailored to the target audience. By integrating the health and wellness information from wearables, new opportunities for marketing can be explored and products can be better targeted to a consumer’s interests. Search Changes With mobile search on track to outpace desktop search, Google made changes this year that favor mobile-friendly sites and make desktop-only sites less relevant. Websites and content tailored to the mobile environment will be key to reaching the desired audience, and now that Google has also started indexing app content and integrating it into the search results, responsive and useful apps will become a critical part of any marketing strategy. Facebook will also be entering the search market in a big way, with a new search engine and an e-commerce platform that will be integrated into the messenger service. This will allow users to search for and buy products directly through Facebook, and make recommendations to their friends. Having a solid presence on the site will become even more important for successful marketing and brand recognition. Content With the latest changes to the Google search algorithms, the company has once again reiterated that content quality is crucial to a site's search ranking. Content must be well-written, mobile-friendly and genuinely useful and informative. User-generated content will also become more important as part of a company's social media marketing strategy, and through regular interaction with customers and sharing of user-generated content, a business can keep its customers engaged and widen its audience. Finally, as more people start to use digital assistants like Siri and Cortana to search for information, businesses will have to ensure that their content is available through these tools and easily navigated with voice commands.