4 Actionable Digital Marketing Predictions For 2016
As the end of the business year quickly approaches it’s time to step away from the computer, reflect on the current state of digital marketing in 2015, and come up with a strategic plan of action to dominate digital marketing in 2016.
Every new year brings a new set of marketing challenges and obstacles. What worked so well as we traveled down this road before may be obsolete in the near future, while marketing tactics you’ve been putting off might be necessary to keep up with the competition.
Keep your eye on these four digital marketing predictions for 2016.
Increase Interactive Content
Every digital marketer knows the reign of supremacy content marketing has held over the past several years as the number one digital marketing tactic. With this said, the unfortunate truth is that an overwhelming number of marketers have focused their content marketing efforts primarily on article creation.
This is likely due to the fact that article writing is more cost-effective and easier to create compared to other forms of interactive content, such as:
- Live streaming
The result of article-focused marketing efforts is an overwhelming supply of articles for consumers to choose from, making it more and more difficult to stand out and grab the reader’s attention.
Are people more likely to read a 1,500 word blog post on how to file a personal injury claim or would they rather watch a short two-minute video on the topic with it being explained by an actual attorney?
The point is, if you truly want your brand to be seen, a further emphasis on creating interactive content is the way to go. Interactive content is also more likely to generate natural backlinks from trusted sources, making this content type more preferable for SEO.
Interactive content was a pain to create years ago, but today there are plenty of tools, such as with Kuia, that make the process of creating appealing interactive surveys and quizzes simple. No web developer or services needed.
Pay To Play In Social Media Slowly Becoming Standard
For several years now marketers have speculated that the main social media sites are shifting to a “pay to play” module for brands, as it is becoming increasingly more difficult to spread a brands message for free.
Not convinced? Check out this open letter by Forrester Research showing that Facebook shows a brand’s post to only 16% of its Facebook fan base.
At the other end of the social media marketing spectrum lies Twitter. A brand’s tweet power is dwindling due to the fact that the average tweet reaches a mere 10% of followers, which is likely caused by the overbearing number of other tweets clawing for the consumers attention.
The solution is to increase social media ad spending. While this is definitely not necessary for all brands, companies who heavily rely on social media for traffic will need to increase their ad spending budget in 2016 if they want noticeable results.
Personalized Conversations Across Multiple Channels
Customers contact a company through several ways: phone, email, snail mail, Facebook, Twitter, text messages and plenty more.
As a brand and its customer base grows, so do the number of people wanting to have one-on-one conversations. And for digital marketers, having genuine conversations and meaningful interactions with the individuals that make up your customer base is an absolute must.
Meaningful conversations that customers love are difficult to generate when you have hundreds to thousands of people reaching out through various marketing channels at the same time.
The solution is placing customers across multiple marketing channels in a single place. Services like AutopilotHQ, Lifecycle.io, and customer.io are all excellent ways to attend to each customers needs without sacrificing customer service points.
Become An Influencer Through Cooperation
The everyday Facebook and Twitter user is bombarded with funny memes, pictures, inspirational material, and of course, videos of laughing babies and annoying cats.
It has become extremely challenging to get people to connect and actually engage with a company. The solution for 2016 lies in the fact that savvy online marketers will put their focus on connecting with the communities withincommunities.
This simply means to reach a group of prospective consumers utilizing someone else’s audience. Don’t worry, it’s nothing shady or even something relatively new, but it should definitely be a social media priority in 2016.
Seek out authoritative and rising figures within your industry, excluding direct competitors. Approach them with a message through email, or preferably, by calling them directly, and propose a social media partnership where both brand’s messages can be spread with the others audience.
This approach won’t always work, and so it can sometimes require offering the influencer payment in exchange for a tweet or post about you and your company. Collaboration and cooperation are key if you want your brand exposed to a new audience with similar interests.
Which digital marketing tactics do you plan to implement in 2016? What strategies did you use in 2015 that you won’t be using again in 2016? Need help or advice? Feel free to contact us right away for more information.
This article was originally posted on The Fried Side Blog