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Top 10 List of 2016 Buzzwords and Expectations

January 14, 2016    

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Key Takeaways

Looking Ahead at the Top 10 Marketing Trends for 2016

  1. More brands are becoming content creators. Content marketing is moving up the corporate agenda in 2016. Native is expanding across platforms, and companies are utilizing both in-house and external content teams.
  2. Marketing is moving to the C-Suite. More CMOs will become CEOs in 2016. It’s happening outside the United States more than inside the U.S.
  3. Ad blocking software will present a challenge. To adapt to the rise in ad blocking software, marketers will begin moving to create more relevant content and frictionless experiences.
  4. Viewability and click fraud are still industry issues. The industry will continue looking for solutions to the challenge of bot fraud and viewability.
  5. The focus will be on data. To stay ahead, marketers will need to pay attention to both the science and the art of the business, because the relationship between data and creativity is developing fast. Data is allowing marketers to move toward moment marketing, addressing consumer micro-moments.
  6. 2016 will be the year of mobile. Mobile is now fully ingrained in the lives of consumers, but mobile strategy and spend has yet to catch up. Mobile-only brands are some of the most disruptive.
  7. Messaging chat apps will transform the way people interact with brands. Apps like WhatsApp are already being used for booking and making purchases by China’s middle class.
  8. We’ll see more visual storytelling. Mobile is changing the way brands communicate, with a focus on imagery instead of text. Brands will create more short-form video and real-time images.
  9. Programmatic will start taking over traditional media. Out of home is a big area for programmatic. In the UK, every outdoor ad frame has been given a 10-digit code to enable automatic buying.
  10. Agency reviews may be the new normal. With slow global economic growth and slow inflation, marketers will continue analyzing cost inefficiencies.
Source

"Top 10 List of 2016 Buzzwords and Expectations." Deborah Malone, Founder of The Internationalist. An Internationalist Think Tank with the ANA, 1/14/16.

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