What's gonna be big in 2016 in digital marketing?

Hey everyone and happy new year (I'm not late so shhhhh )
I'm writing some stuff on trends in 2016 and it was of my interest to ask, what do you guys think will be a big hit in 2016. Add a little bit of explanation to your choice.
To me the biggest trends are more and more personification and customization of digital marketing practices. We will see this more and more in 2016.
What's the next big thing?

Poster :