Marketers are always looking for a silver lining, but what they get from Bruce A. Biegel, senior managing director of the Winterberry Group and a Petsky Prunier advisor, is the truth — in the form of his forecast for the year in marketing.
That’s why he’s invited back each year to keynote the first meeting of the Direct Marketing Club of New York (DMCNY), an organization that also happens to house board members for many influential associations, including DMA.
On Jan. 14, Biegel presented his “Annual Outlook: What to Expect in Direct & Digital Marketing in 2016” to DMCNY members assembled in Manhattan’s Yale Club, and Target Marketing got a chance to interview him around the event.
Here’s what Biegel has to say about the upcoming year in marketing:
Q. TM: What’s new for marketers in 2016, in terms of skills they need to master, technology headed their way and where they should spend their budgets?
A. BRUCE: Consumer insights, attribution and measurement for channel optimization, content development — marketers should be curating the good, the bad and the ugly.
- Data: Marketers need cross-device recognition, linking anonymous data and personally identifiable information (PII) … to recognize consumers.
- Tech: Marketers should master campaign management. From channel integration to workflow integration, we see platform consolidation, more data and more challenges in managing the increased demands of content and creative optimization.
- Spend: We are watching a shift toward performance spend as data usage increases. Results matter. Spend is shifting towards local/store, branch, site (mobile, proximity, beacons).
Overall spend will be up in digital (the shift continues), in TV (elections, Olympics) and also in direct mail (‘cause it works) for 2016.
Q. TM: What’s still important from previous forecasts?
A. BRUCE: Everything data-driven, programmatic/automated marketing, [with] more focus on the mobile touchpoints, the integration challenge of all these channels and tech.