As 2015, draws to a close, it’s time to take a look at what’s shaping up to become the center of marketing conversations in 2016. While only time will tell what will become the next industry buzzwords and tools of choice over the coming year, here are a few concepts we’re intrigued by:
Google’s Lisa Gevelber defines a “micro-moment” as an “intent-filled” moment when someone turns to their smartphone to fulfill a want or need. By focusing these windows into consumers’ intent, marketers can go beyond limited, sometimes misleading demographic targeting to engage with the people who really want to interact with their content.
HubSpot predicts that search will soon move beyond traditional search engines, with many people beginning to turn to social networks with their queries as social search capabilities improve. This trend will only accelerate as integrated payment methods improve, encouraging those looking to buy to do so directly within their preferred social channels. In such an ecosystem, marketers will need to reevaluate how content is optimized for search, developing strategies for creating content that ranks well in every channel.
With B2B customer journeys becoming increasingly complex and customer-controlled, it’s more important than ever for marketers to have a worthwhile method for attributing conversions. The problem? There’s some debate as to what methods work, and every campaign and organization is in a slightly different position when it comes to what needs to be measured. In 2016, we expect to see further development of the methods that marketers do use to measure multi-touch attribution, from weighted touchpoint values to W-Shaped attribution models.
Marketing has always been about relationship-building, and in today’s always-connected era there are more ways than ever to go about it. HubSpot predicts that “intrusive, mass-target approaches to marketing will slowly dwindle as marketers who focus on relationships grow their businesses.” Instead, marketers will use data to create ever more personalized, valuable experiences for each prospect.
Are there marketing trends that intrigue you? Do you want to put your organization at the cutting edge of digital marketing? Let’s talk.
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