the online marketing trends that will rule 2016 – expert roundup

EXPERT ROUNDUP

What should we expect in the worldof online marketing in 2016?

What will be the leading trends?Who will rise and who will fall?

We gathered the biggest brains in the industry for an expert roundup

to answer these questions.

LET'S GET STARTED

2016, THE YEAR OF...

BIGGER, BRAVER,

BOLDER CONTENT

ANN HANDLEY

Best-selling author, keynote speaker, Chief Content Officer

www.annhandley.com, www.marketingprofs.com

Twitter: @MarketingProfs

2016 will be all about Bigger, Braver, Bolder content. A bigger story puts

your company in the larger context of what people care about. A bolder

marketer upends the status quo, telling a story that hits on specific challenges

your audience has. Gutsier, braver voice is a differentiator in a sea of

mediocre content.

„

BARRY FELDMAN

Content marketing consultant, copywriter, creative director

feldmancreative.com

Twitter: @FeldmanCreative

2016, THE YEAR OF…

FOCUS

https://twitter.com/feldmancreative/

https://twitter.com/feldmancreative/

Marketers want to be everywhere and seldom become standouts. 2016 will be

the year of making smart choices. I recommend online marketers do some

research and planning, make some educated guesses about what will be

most meaningful, reign-in the everything / everywhere approach, and hone their skills for connecting with customers by

focusing on one channel at a time.

„


REINVENTING

ONLINE MARKETING

DANIEL SLOMKA

Content Specialist

boostthenews.com

Twitter: @SlomkaDaniel

2015 was characterized by the abundance of online marketing, so 2016 must be characterized by the reinventing of it. With so much content, blogs, social

media, ads, video, and more, internet users are starting to signalize that they

reached saturation point. Marketers who want to make it through 2016 as winners will need to innovate and reinvent their

online marketing strategies.

„

ERIKA HEALD

Head of Content

highwirepr.com

Twitter: @SFerika


LIVE STREAMING

The leading online marketing trend for next year will be companies increasingly using

live streaming video platforms like blab/meerkat/periscope for personalized

customer experience and customer service. In addition to putting a human face to the

brand, the video content can be repurposed and reshared by marketing in social

channels, and be used to provide more context for buyer personas.

„

JOE PULIZZI

Founder

contentmarketinginstitute.com

Twitter: @JoePulizzi


PURCHASED MEDIA

Brands, instead of building a platform for a particular audience, will begin to acquire blog sites and media platforms as a buy versus build strategy. While building a

platform takes time, smart brands can identify niche content sites where there is a loyal audience,

and speed the success of content marketing through acquisition in

multiple markets.

„

IAN CLEARY

Founder

razorsocial.com

Twitter: @IanCleary


ONLINE SHOWS

The biggest trend in 2016 is our move from images and videos to producing shows. We'll be producing shows on live streaming platforms such as blab.im

and taking our video production up a notch. We are now the media and we need to behave like a media company.

„


IMPROVING

ONLINE ADS

MICHAEL BRENNER

Head of Strategy

newscred.com, www.b2bmarketinginsider.com

Twitter: @BrennerMichael

The leading online marketing trend of 2016 will be a massive correction in the advertising market. As more and more consumers download ad blockers on

their computers and phones, marketers will start to see the futility of spending so much of their budgets on ads no

one wants. This will force more marketers to consider how to create and publish content their customers

actually want.

„

PRATIK DHOLAKIYA

Co-founder

www.e2msolutions.com, www.moveoapps.com/

Twitter: @DholakiyaPratik


VISUALS

One thing I specifically foresee is visuals playing a very vital role in all forms of content creation. It works

really well, the users don't get bored from reading too long content, and it

also helps in reducing the bounce rate of any landing page.

„

REBECCA LIEB

Analyst, advisor, author

rebeccalieb.com

Twitter: @lieblink


CONTEXT

Content is extending beyond just screens to objects in the real world because of the

emergence of new technologies such as beacons, sensors, wearables and the Internet of Things. So what content will emerge as a result? It's going to

be highly contextual, based on the Who, What, When and Where of the customer experience.

„

RYAN DEISS

Founder and CEO

www.digitalmarketer.com

Twitter: @ryandeiss


AD BLOCKER

2016 will be the year of the ad blocker. Consumers have spoken, and it's up to both publishers and

advertisers to figure out how digital advertising should work as

opposed to leaning on legacy formats that have their roots in the

printing press.

„

RYAN HANLEY

Head of Marketing

www.trustedchoice.com, www.ryanhanley.com

Twitter: @RyanHanley_Com


CONVERSATION

The leading online marketing trend of 2016 is going be creating conversation points for your audience. It will involve new live streaming technology and platforms and will focus on creating opportunities for human engagement

between brand and audience. Brands who find ways to create conversation points with their audience will begin to stand out in a marketplace increasingly

driven by mission instead of marketing.

„


EVOLUTION IN

INFLUENCER MARKETING

SABRINA FENSTER

Marketing Manager

theshelf.com

Twitter: @Shelfinc

If influencer selection and campaigns are done well, brands will start to see a huge ROI from their efforts. Since influencer marketing isn't a cookie cutter solution

(every influencer works differently), 2016 will be a year of learning for brands. They'll

finally start to find easier ways to streamline their process, select the right influencers, execute campaigns, and get

the most bang for their buck.

„

SCOTT ABEL

Content Strategist

thecontentwrangler.com

Twitter: @scottabel


INTELLIGENT CONTENT

The leading online marketing trend for 2016 will be optimizing

productivity in order to produce more content with fewer resources.

We need an approach that will allow us to focus on creating high

quality content experiences at every customer touchpoint without breaking the bank. What we need

is intelligent content.

„

STEVE CARTWRIGHT

Digital Business Growth Expert

website-designs.com

Twitter: @FX_Digital


CREATION

In 2016 businesses will finally start to shift their mindset to one of active involvement in their own content creation and audience

engagement, especially with much more customer centric content

being created.

„


PERSONALIZATION

AND SEGMENTATION

SUJAN PATEL

Co-founder

contentmarketer.io

Twitter: @sujanpatel

In 2016, marketers will need to focus more than ever on personalization and segmentation. Your email campaigns

need to be more personalized and catered to actual individuals, your content needs to target specific

personas and sub-personas, and your landing pages need to relate to people

on an individual, personal level.

„


“LOOKING PEOPLE

IN THE EYE”

TED RUBIN

Social marketing strategist, keynote speaker, CMO

brand-innovators.com, tedrubin.com

Twitter: @TedRubin

2016 needs to be the year of ‘Looking People in the Eye

Digitally’. The last few decades of marketing tactics have made us lazy communicators and I've had

just about enough. It’s time to stop making excuses, and start

bringing in-person social skills to the digital world.

„

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