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
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