In part one of this series, we took a look at the first five predictions for changes to marketing trends in 2016. Many of our first half of the list focused on changes in tone of voice and public perception approach, let’s check out some other angles in the next five:
6) Managing your entire marketing cycle will be cheaper and simpler
As so many new companies have sprung up on online, the demand for awesome business to business software as a service (B2B SaaS) products has skyrocketed. Platforms like Hubspot, Kissmetrics, Intercom, and more have sprouted up to help manage campaigns, test conversions, schedule content, and more.
This innovation will only get more competitive and result in better platforms and tools for brands. More than a few brands in 2015 likely saved themselves a boatload of money by using such tools to bring their marketing efforts in-house.
7) Advertising and branding agencies will change
Let’s be honest, this one has been happening for a few years, but we’re really going to start seeing the dinosaurs die out in 2016. Agencies who are still only working with legacy brands, betting on them not bringing in fresh blood who want to expand beyond traditional advertising, or who want to simply ‘service’ social media and new communication platforms to appease clients rather than to actually innovate, are going to have trouble.
8) Consultants will have to get more clever
In the same way that agencies will have to adapt or die, those proclaiming to be experts or gurus who can do branding on a freelance basis will have to expand their skillset. For the most part, such people are driven to stay up to date and won’t have a problem with this.
That said, there will no doubt be those who struggle to adapt and want to keep on writing the same types of sales pages and pitching the same type of creative to their clients. As these wane in effectiveness, so will their businesses.
9) Wearable format
In 2016, wearable devices like the Apple Watch (and whatever gets rolled out in the next few months) will probably move from fringe and toward mainstream. With mass adoption comes mass opportunity, so brands will need to look into how they can get themselves in front of users of these devices in a native format.
Native means working within screen size restrictions, limited app offerings, and forming partnerships with companies who have some hold in relevant markets.
10) Smart automation
As time saving and automation tools become more prevalent, brands will develop best practices for automating their marketing process. Please note: this does not necessarily mean automating everything you can.
In fact, some of the strongest brands are able to pick out situations where automation can still be genuine while saving time, and then also hone in on areas where interaction should be kept more authentic and manual. Perhaps even a new meta market of products who help brands identify which parts of their process they should automate will even arise.