It’s that time of the year again! The turn of the year is a common time to reflect back on the past twelve months and reminisce about special moments, accomplishments and lessons learned. The New Year is also an important time to look ahead and plan for the future. At Mambo Media, we feel lucky to work in an industry that is constantly evolving as new technologies, consumer behaviors and marketing trends emerge. This year, we’ve rounded up a few of Mambo’s leading experts to share their 2016 marketing predictions. Do you agree? Share you 2016 prediction in the comment section below!
Skip Ahead to Part 2 of our Marketing Trends Blog Series
Siouxsie Jennett, President and CEO
2016 will be the Year of the Customer. Not that it hasn’t been that way for some time, but marketers will start to realize that “brand first” is NOT working. The more one focuses on the customer’s needs, behaviors, and pains—otherwise known as Customer Experience (or CX)— the more effective you will be. (Go figure!)
Greg Harned, Senior Director of Marketing Technology
Context will replace content as king. This has already started with personalization of websites through marketing platforms like the HubSpot COS or Marketo’s RTP platform. It’s no longer enough to deliver great content. The entire omnichannel experience must now be relevant to each consumer’s unique needs; or they will quickly lose interest – or worse – have a negative experience with your brand.
Kelly Fitzgerald, Senior Digital Marketing Manager
2016 will be the year brands take notice with their omnichannel strategy to align their customer experience across all platforms. To stay competitive retailers will need to consider how they address fulfillment when the user wants to purchase online and pickup in store. With the upward trend in mobile purchases, companies will have to ensure that they are creating a seamless experience for their users. If they aren’t – their competitors will be!
Click here and here for more information on the future of omnichannel marketing.
Caitlin Carlson, Marketing Automation Manager
In 2014 we saw, for the first time ever, mobile access to the internet surpass desktop. And 2015 saw mobile win out in a number of additional notable benchmarks like Google searches, YouTube video views, and email opens. I predict that 2016 will be the year that mobile truly comes into its own. All marketers, not just those who had their ear to the ground for the past few years, will finally respond and embrace a mobile-first strategy to remain relevant.
But wait… there’s more! As a heavy social media user myself, I think back longingly to “the good ol’ days” when Facebook, Twitter, Instagram and other social platforms were free of advertising. Yet as a digital marketer I embrace social media’s natural evolution towards a “pay-to-play” model which provides a unique avenue for targeted marketing. I think 2016 will be the year that many of the holdouts finally devote budget to social advertising. My side prediction will be that, as a result, niche social media platforms without advertising will see a boost from Millennial and Gen Z users.
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