The digital landscape changes everyday, which makes it difficult to keep up, much less know what’s coming next. This isn’t an attempt at guessing new digital tactics, it’s a forecast for how I believe ideas and strategy will evolve over the next year.
- No More “Users” - As marketers, we have gotten in a terrible habit of always referring to “the user”. In theory, this is good. We should be focused on usability and a great digital experience. However, we need to keep in mind that it isn’t just a user we are talking about. It’s a person. Sometimes we can get so caught up in the process that it seems like we are doing this for a bunch of robots. So just remember, it isn’t a robot, its your mom. And your friend, and your boss and a lot of other people who are interacting, positively and negatively, with our creations.
- Integration - A lot of agencies and marketing firms can be good at website creation, or paid search or social media. The key to success lies in the intersections of those tactics. Its easy to have a bunch of tactics running in silos but understanding how the function together to achieve an objective is vital to a great campaign. We have seen countless examples of this. Search volume skyrocketing during a TV and digital video campaign. Direct traffic doubling with the addition of out of home. People seeing a social media post, searching for the brand name, clicking on a paid search ad and converting. A holistic, integrated approach is the only path to success.
- Dynamic Everything - People are busier than ever and we are at a point where people don’t have to see anything that they aren’t interested in. That’s where dynamic everything comes in. We can now dynamically change a digital ad’s message based on the weather, the time of day, the type of device its on, the item they viewed on your website. I could go on and on.
So its pretty cool, but why does it matter? Relevance. If we as marketers continue to send the same exact message to everyone we will continue to see the same results we’ve always seen.