What the best brands will do in 2016 marketing trends 2016

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Yes, it´s time again for some insightful marketing

predictions for 2016 With my related articles for

both 2015 and 2014 I was (fortunately ) pretty

close to what has happened in many areas at the

end

In summary, I believe that in 2016 we will move

more than ever from a “Mad Men creativity-driven

marketing era“ to an age of "Predictive analytics and

holistic software platforms.“ This will enable to

create compelling new content being engineered

by data and focusing on building huge distribution

in a scalable manner With many opportunities

coming from big data, VR, AI, video streaming, etc

we must be careful not to over-complicate

marketing and not to neglect who really matters:

Our customers and audience

Let´s jointly look into the marketing future to

ensure that you and your brands will take

advantage of the relevant trends in order to build

and keep strong brands

Senior Executive, Marketing Expert, Leadership & Executive Coach, LinkedIN Influencer

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Customer Know-how and Simplicity are the Basis

Big Data and Analytics are at the Heart of Modern Marketing

Social Media Sells

Meet and target Generation Z

Mobile and Location-based Marketing will make Fixed Thinking redundant

Messaging will take off

Artificial Intelligence, Wearables, Virtual Reality, and Robots are here to stay

Moving Images and Video become the ultimate King of the Content Jungle

Data Security

Communication needs to matter and to be real time

Employee Advocacy as a major Social Currency

Customer and Content-centric Organizations

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People have more choices than ever and are overwhelmed by information and data (same is true for any marketer)

In parallel, they want to spend as little time as possible on having

to choose what´s right for them

Instead, they want to receive personalized and smart

recommendations which suit their needs and wants at any given moment in time

Photo source: Daniel Lee via Flickr

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This is a significant indicator that predictive marketing is having an impact on how lead nurturing programs are executed (see also below section on big data and analytics)

of marketers have been implementing lead nurturing tactics for more than two years*

Top brands have developed lead nurturing programs which are personalized, as they send prospects on different nurture paths depending

on their actions and interests

*Source: 2015 Lead Nurturing Benchmark Study

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One customized approach which smart marketers are

taking in this context is the application of dynamic

pricing

Models such as subscription (e.g for digital content

providers like Spotify, Amazon Prime Video, and Kindle

Unlimited) or "Pay What you Want (PWYW)“

strategies Pricing determined by customers rather

than by firms An interesting PWYW example

is Humble Bundle

Careful, however, dynamic pricing must not result in a

negative customer experience as it was the case for

some people who booked a car ride via Uber or Lyft at

New Year´s Eve; a mistake often also made by airlines

and hotels when using outdated yield management

pricing tactics

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* Photo by NEC Corporation of America with Creative Commons license

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The ability to develop an integrated, analytical view of customer activities and business operations will enable brands to design personalized and still "simple“ marketing strategies and tactics Big Data and analytics assist to uncover new insights and deliver a sharper competitive edge Especially more advanced cognitive technologies will enable marketers

to better comprehend and predict customer wants and needs

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With the help of highly sophisticated CRM tools such as Insightly, Zoho, Hubspot, or Nimble even small and mid-sized companies will be able taking advantage of the wealth of data which are out there in this beautiful data universe

Those data-driven and holistic software tools and management systems collect, combine, structure, and analyze relevant data sets, generate insights, match them with existing or new target groups, integrate them into your sales and marketing strategy, and make precise recommendations for future actions

And, of course, bigger companies can always go with the more complex CRM solutions of Salesforce Pardot,

Microsoft Dynamics, or Oracle CRM

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Photo source: Jason Howie via Flickr

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of online adults are Facebook users of online adults are Pinterest users

(up from 15% in 2012)

of online adults are Instagram users (up from 13% in 2012)

of Instagram users are daily users of Pinterest users are daily users of LinkedIn users are daily users

Source: Pew Research study

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Photo source: Smi23le via Flickr

No doubt, Social Media is a powerful medium to drive traffic to websites

Using Social Media to make sales is the next smart step you should be making for your business

Social Selling, which has already increased its importance level in the past two to three years, needs to be fully incorporated in any company´s marketing and sales strategy in 2016

LinkedIN – especially for B2B - will lead the pack with the highest traffic-to-lead conversion rate ahead of Twitter and Facebook Using Snapchat to tell stories and to engage on a regular basis will be much more relevant for any marketer

By the way, my personal assumption is that Twitter will become significantly less relevant as per 2016

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Two important aspects to consider when

developing your social media strategy

further

First, regardless the social networks you

prefer for your company and brands, having

the right metrics in place to define and track

success is key

In 2016 companies will fully understand

that not "views“ matter, but that

engagement and other active metrics like

comments, shares, dwell time, etc are

crucial The more sophisticated brands will

even have metrics in place to measure the

quality of comments (e.g analyzing

the Klout score of the commenting person,

tracking leads and sales generated from

comments) and will have moved completely

away from reactive measures

In a nutshell, social media has produced

leads and revenue More than ever it needs

to deliver specific and ambitious ROI

targets

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Second, do not over-stretch

your social activities and

expectations too much in

too little time In other

words: Keep social social,

i.e listen to your audience,

answer their questions, pick

up their ideas, and treat

them with respect

Top brands will have

implemented best-in-class

“social listening” tools and

fully embedded processes

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Photo source: Justine Reyes via Flickr

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Here comes Generation Z, the post-millennials loosely defined

as those born between the mid-

to late-1990s and 2010 Gen Z represents about a quarter of the U.S population (often similar

in other countries)

While the millennials (Gen Y) don’t remember a world without computers, Gen Z does not know a world without constant and convenient access

to the web Their ease with digital technology presents both opportunities and challenges for the companies that want to reach them

Photo source: CTEP AmeriCorps via Flickr

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Photo source: CEDIM News via Flickr

They are very entrepreneurial, more financially conservative than their Gen Y counterparts, they embrace diversity and they embrace differences, they’re well informed and independent-minded, and social responsible

Generation Z is harder to reachand harder to interact with than Gen Y They have short attention spans and a significant 11 percent have been diagnosed with ADHD

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Photo source: Davity Dave via Flickr

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In May 2015, Google announced that

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