In 2015, what marketers did right and where they missed the mark
In2015, marketers understood the importance of mobile. We also observed increased use of videos and images too this year.
It’s said that by 2020, there will be over 5 billion internet users, with over half of them accessing the internet over handheld tablet devices and 80 billion connected devices worldwide!
With increasing internet users & connected devices worldwide, marketers will push more content to their audience. While some marketers are already overdoing content, good quality content will triumph quantity.
“Storytelling” as a jargon has been used quite a bit by marketers in 2015. However, not many have mastered the art of storytelling just as yet. Marketers must first understand their audience and what kind of stories they are likely to respond to. It’s imperative to build the story in a brand’s DNA, amongst its employees, content and finally in the marketing efforts.
According to Gartner. marketing budgets in 2016 are set to increase on an average to 11% of total company revenue.
As we saw increased focus of marketers towards mobile and video, it’s expected that marketers in 2016 will be $pending heavily on mobile and video. With Google pushing video “micro moments”, it will be interesting to see how brands will capitalize on videos. The purchase journey of a consumer has been fragmented into hundreds of micro-moments.
It’s important for brands to be present in those moments with relevant, useful videos to establish brand equity and connect with their consumers.
A study by Web Video Marketing Council says that 96% of B2B marketers are now using video marketing.
Needless to say, content marketing is set to rise in 2016! As per the Content Marketing Institute (@CMIContent), 51% of B2B companies plan to increase spending in content marketing in the coming year.
It’s the age of data and it makes every spend accountable and measurable which implies analytics will be big in 2016. According to @brandanewco, expenditures on marketing analytics are set to rise by 60%.
Smart Marketers will also reserve some $$ for organic/earned & engagement!
As more people strap technology to their wrists, wearable devices are set to become powerful platforms for customer engagement. Wearable devices will give marketers an opportunity to analyse habits, attitudes & behaviour patterns to better serve consumers.
Healthcare industry will be one of biggest beneficiary of wearables in my opinion.
A report by @McKinseyDigital states that wearables are set to become $11 trillion market!
Convergence of earned, paid and owned media will remain the sweet spot for marketers. Smart marketers will find the right balance between the three that will work for their customers.
While it is said that paid is taking over organic growth, I believe in the long term organic growth helps build trust and loyalty with the customers and eventually lead to sales. A paid campaign can get you more eyeballs, but organic still has a long tail!
So, what are your marketing trends and predictions for 2016? I’d love to hear your thoughts in the comment section below.
The article first appeared on LinkedIn.
Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.
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Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.
Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.
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SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.
I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.
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I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.