Expert Marketing Predictions For 2016
We are very excited about 2016 at Magnificent Marketing. Life is moving fast, but the world of marketing is moving even faster. How fast? We had to go to the experts to find out. Below, some of the best in the industry shared their predictions for 2016 with us.
The Cream Will Rise
“It’s no surprise that everyone is inundated with content and exhausted with the options… most of them not good. Because of that, I predict 2016 will be the year the cream rises to the top and the weak will disappear. There will be more creative campaigns. Organizations will get smarter about creation. There will be a more integrated approach with influencers. And they’ll finally begin to show a real return-on-investment against their efforts.”
Gini Dietrich, CEO of Arment Dietrich and author, Spin Sucks
Predictive Content
“Buyers’ paths are constant strings of moments intertwined together, equaling an experience and fulfilling a buyer’s purpose. People understand the power of the Internet and find their purpose by exploring. Marketers must understand their purpose in order to get through to consumers via their messages.
Mathew Sweezey, Principal of Marketing Insights at Salesforce.com
Budget Shift
"I predict a massive correction in advertising budgets that will drive an increase in content marketing. This will require us to get pretty darn good at showing Content Marketing ROI. We’ll also see more personalization, visual content and brand-produced entertaining content. Is 2016 the year of more brands finding a personality and sense of humor?"
Michael Brenner, CEO of Marketing Insider Group,
co-author of The Content Formula, and Head of Strategy for NewsCred (@BrennerMichael)
Quality Over Quantity
"We will see two things...
Less overall production of content creation and more focus on distribution and quality pieces of content.
Increasing interest from brands in acquiring media companies and blogging sites."
Joe Pulizzi, Founder of Content Marketing Institute and
Author of Content Inc.
SEO = Great Content
"Artificial intelligence will dominate Google's ranking algorithm, making it much harder to “game” the algorithm. Outsmarting the engines will no longer be feasible for most. Thus, SEO -- in the traditional sense -- will be dead. SEOs will long for the simpler times, where link building and title tag optimization was the low-hanging fruit. SEO will still exist, but in an evolved form. Creating remarkable content and getting users to rabidly consume that content will be an essential prerequisite to successful SEO."
Stephan Spencer, Author of Google Power Search, Co-author of Social eCommerce and Co-author of The Art of SEO
Personalized Experiences
"Here are two digital marketing trends I think we'll see in 2016...
Three course meals vs a la carte: Companies will continue to increase their content marketing budgets and with it create more cohesive campaigns (combining link building, mobile, content assets, display ads and social promotion) instead of buying one-off services.
Personalization: We saw this trend pick up this year and I think it will continue in 2016. Brands see greater engagement when they personalize their site with the users name or geographical location. Personalization can also be done with drip campaigns, customizing the email based on location or which pages they visited."
Alicia Lawrence, Content Coordinator at WebpageFX