Here are a few from Engagement Labs, Jive Software and R2integrated. Hint: Think “do it yourself” in a customer-centric, channel-agnostic way that somehow speaks to Millennials.
First up is Bryan Segal, CEO of Engagement Labs:
- How to Be Successful With Social Media Ads. “Be responsive,” he says. “Very, very responsive. Be human. Leverage user-generated content and brand ambassadors. Try new mediums. (Read: don’t be afraid of Snapchat!)”
- Millennial, Millennial, Millennial. “Brands that really want to drive connections with this group have a unique opportunity to provide instant gratification via social,” Segal says. “Think about quick responses, witty campaigns and instant access to new products and services.”
- One-on-One Communications. This may seem like a given on social media, but Segal points out that that’s not so with social media ads. “Social channels are currently able to target specific demographics such as gender, age and location,” he says. “However in 2016, understanding consumer behavior will be key and brands will begin to invest in a strategy that allows them to disseminate content towards specific individuals.”
Jive enters the conversation with content marketing thoughts:
- User-Generated Content (UGC). “[This] will surpass branded content,” Jive believes. “It's been proven time and time again that UGC (such as reviews, etc.) garner public trust, plus with the decrease in overall resources for marketing organizations — original, branded content creation will become increasingly more difficult to create. Ultimately, brands will activate their customers and employees to freely create content on the business' behalf.”
Matt Goddard, CEO of R2integrated, says marketers should watch for:
- Rise of the Indie Agency. [Editor’s note: R2integrated, AKA “R2i,” is a few-hundred-employee marketing agency.] “We are seeing that a lot of larger brands [have] eliminated the ‘Agency of Record’ model and [are] choosing to use smaller agencies to help with various projects, blocks at a time,” Goddard says.
- Brands Will ‘Blow Up the Org Chart.’ This prediction seems complementary to the indie agency one. “The future marketing org chart is going to evolve rapidly as the demand for faster experimentation, results and ultimately measurable attribution and ROI demand increases with the technology spend,” Goddard tells Target Marketing. “Marketing teams are already adapting with new C-level level titles popping up, like CDO (Digital), CSO (Strategy), CXO (Experience) and CIO (Innovation). Traditional technical workers are finding their way onto marketing teams, as opposed to traditional IT teams — such as data scientists, analytics specialists and marketing solution architects. Art directors will hire specialized designers that focus on UX and creating interactions through design — something we call ‘form-meets-function.’ With the velocity that technology and consumer use [brings], marketing teams will be always pressed.”
- Personalization. “In Gartner’s ‘2015 Hype Cycle for Digital Marketing,’ they ranked personalization in the slope of enlightenment, meaning that it will reach its plateau in two to five years,” he says. “This means that the CMO will spend 2016 optimizing content, data and technology so that personalization becomes more of a predictive and pre-planned experience for the customer rather than a result of behavioral engagements that trigger personalization.”
- Data Will Be the New Form of Power and Currency for Consumers. [Editor’s note: This is a switch from predictions of previous years, which have already come true — that data will be a currency for marketers.] “We are all becoming our own brand by creating, curating and publishing content, consuming media, and social interactions,” he says. “Add IoT, iBeacon technology, and no-cost distributed publishing technology platforms, such as Periscope, Instagram and Snapchat, and consumers have the means to barter for their lifestyle and buying data like never before. Organizations need to understand the value in this data; it goes beyond trading financial incentives for loyalty. This will also create challenges for organizations. Marketers are going to need to understand how to tap into the richness of this and yet respect privacy and 100 percent reliance on algorithmic-driven touchpoints.”
What do marketers think of these predictions? What do they have to add to the list?
Please respond in the comments section below.
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