Photo by Gerlos
It’s not Christmas yet, but proactive marketers have already set their plans for next year. We asked six people in our team to share one prediction each for marketing in 2016. And yes, there’s a lot of focus content marketing, but that’s exactly what 2016 will be about…
1. The year for content marketing
In 2016 most CMOs will understand that the push-media formats are dead, or else 50% of their marketing activities will be blocked anyway. 2015 was the year for content and 2016 will be the year for content marketing which includes more focus on an always-on strategy, distribution and optimization. In 2016 PR-agencies and Media Agencies will start to change their business model to be able to help their clients with content strategies to be able to survive the programmatic hype.
Henric Smolak, Sales Director Strossle International
2. Content Marketing will find its tone of voice
In 2016 Content Marketers will have learned from experience that storytelling only works if the content has a value for its target groups. Hence, they will start moving from introspective statements about their products to addressing issues that truly engage the users. This will benefit everyone: users because they’ll find what they need, brands because they’ll get more committed stakeholders, and marketing experts, because they’ll be more proud of their contribution.
Dan Willstrand, CMO Strossle International
3. Video is dead – long live video
While consumption of online video is continuing to rise, 2015 has been a kick in the nuts for the pre-roll adformat. Pre-rolls have become what pop-up advertising once was: the reason to install an adblocker. But, as YouTube changes is business model and puts yet another nail in the pre-roll coffin, Facebook has it’s «Harry Potter» inspired video in-feed, native video is finding its legs. Advertiser funded video is still largely unchartered territories online and the rise of smart distribution + video will represent tremendous growth opportunities across all plattforms in the coming 12 months. New, «native born» formats are share friendly, fun and engaging. For an example – watch this: http://www.tetongravity.com/video/ski/wtf-candide-…
Rickard Lawson, MD Strossle Norway
4. Mobile & relevance, sitting in a tree, k.i.s.s.i.n.g
Financial Times said it in 2014, Schibsted in 2015 – “desktop is the new print” – an acknowledgement that every publisher will state 2016. More users are going straight to mobile devices to get their news. This isn’t only a trend that new generations speak for, but also an effect of some countries lacking the infrastructure to make desktop consumption accessible. In a mobile device you don’t have as much space to keep the attention of your users, a fact adressing both advertisers and editors. But the game is bigger than that. Publishers need to make their content visible & relevant for every unique visitor – on all platforms. Bonus question; so if desktop is the new print, what is the new ”mobile”? A Smart TV app? Claim your space. An updated strategy for multiple channels & relevance is the thrilling 50 shades of splay for all publishers, 2016.
Ruxandra Bocaciu, Publisher Account Director, Strossle Sweden
5. Communication in the Ad-blocking era
Adblocking, no matter if it’s seen as the digital equivalent to the French Revolution or simply a fashion statement, will change how we think about digital advertising in 2016. With advertisers, agencies and publishers alike forced to embrace the reason for the adblocking revolution they will align their communication to the true needs of the online users. In this context it’s important to understand that netizens are not against advertising – at long as it’s relevant, non-intrusive and add value to their lives. So how will we communicate in the adblocking era? As publishers and agencies will be cleaning up their offering and buying respectively, we’ll see a major trend in advertising coming to life inside content that is both useful, informative, and enriching for the netizens.
Thomas Haug Hartmann, MD Strossle Denmark
6. Automation of publishing
Online publishing is still a surprisingly manual labour. The reasons are probably based on Publisher legacy you would assume. Writing a story and then placing it where it might find an audience. In a printed paper this makes sense but in a hyperlinked, multi-plattform and digital world it doesn’t. The core of a Publisher is the storytelling but using costly resources to place content in a linear way in a non-linear world is just wrong. A Publisher should instead let the content find its audience, prepping it with data and then let the abundance of data, in an algorithmic form, do the work.
Magnus Hultman, CEO Strossle International
7. Editorial use of advertising technologies
Almost 80% of the content is hardly viewed after the first publication although a hard effort was made to come to the publication. Once published it’s hidden in the backyard of the publishers website and only people searching for the publication have a chance to see it. Valuable content deserves to be presented to the right audience without any effort for them. Machine learning techniques are used for targeting advertising since many years. So it’s time to start thinking about new ways for distributing valuable content to the consumers as well. And advertisers? They should benefit from the fact that distribution of their content in an editorial environment is 5 to 10 times more effective than traditional advertising.
Eric Ariens, MD Strossle Benelux
Merry Christmas & Happy New Year