With 2015 coming to a close, this is a good time to review some of the things we’ve learned about what works and what doesn’t for the coming year. Digital marketing keeps breaking new ground in terms of how marketers can leverage technologies to increase return on investment, both in understanding the basic “how the customer thinks” and in developing technologies which help to build on the marketing rate of return. In 2016, we’re going to see far larger growth in both spending on digital marketing and its rate of return, so the following are some things to consider in developing your “digital resolutions” for the new year.
The tools are there, now it’s just a matter of using them.
2013 and 2014 were largely about the development of social media and other tools that could assist heavily in creating an effective digital marketing strategy, but what was missing was a strategy that made use of these tools. The goal of marketing is always customer acquisition, and tools do not acquire customers. Late 2014 and early 2015 involved a big shift away from “having all of the things” to “what do we do now?” With that, the need for strategy was obvious in 2015, and 2016 should start with that as the focus.
Content optimization is now tied to ROI.
Content optimization was a huge trend in 2015, surpassing virality and other metrics in Google Trends. Why? Because in the end, content has to deliver customers. Click-through campaigns are now part of something far larger, and that something is to create an engaged base. Quality of content is now part of a marketing value proposition: it’s no longer how many people you reach, but how many people you reach that actually care.
New technologies are still being developed, but their roles as tools are well established.
The year saw Periscope and other video platforms take the marketing scene by storm, but many of the principles applied to other viral technologies are still valid, so we’ve seen less of an emphasis on platforms as solutions and more of an emphasis on their proper role as tools.
Assessing your digital marketing strategy is crucial in terms of better client relations.
From both of the above it’s obvious that the nature of digital marketing is reverting more to the human side of things. New platforms and software have the potential for building interest in a product or strategy. But your tools are only as strong as the team which wields them. 2016 will be about people who can get other people interested in and following what you do. If you are looking at what you can do and want to see if your digital marketing strategy is focused on the right goals for 2016, then call or email us. We’d love to help you start the new year off on the right foot.