2016 was a whirlwind of a year. With all the things that have happened since I’ve joined Vaudeville Ventures in May 2016, there has certainly been a shift in my perspective on how business and media is changing. I’ve had the opportunity to manage and execute a various array of digital marketing and content strategies for some great clients. And, with the current focus on how data and more personalized content strategies can drive more meaningful and authentic consumer actions and outcomes, it’s become clear that some focus needs to shift.
First, specific to the profession, if you asked me today, “What is a skill that every digital marketer should have and why?” I would reply with: the ability to master change and adapt with a flexible comfort level. We have seen so much change in digital marketing, and to succeed, people need to quickly adapt to new tactics, technology, channels, and measures. Having this ability allows us to be educated on the latest marketing techniques.
Second, specific to the mediums used for digital, my first thought is that email, although it’s in flux, still holds its position as THE medium of choice for digital marketers aiming to drive engagement and actions. Not only are emails 5x more likely to be seen than Facebook posts, but it’s also proven to drive a higher conversion compared to all other channels, including social.
Third, I believe the biggest opportunity (and challenge) for digital marketers is putting things into context and adjusting our ways. We have the ability to target the right people and read more digital cues about what’s happening in their lives in order to put our messaging creatively into context with what’s happening at any given moment for a targeted individual. We can find them.
That adjustment is a huge opportunity for success, but as I’m learning, it’s also a challenge. With the available data and various tools needed to gather and model it, we have the ability to put a successful program or campaign into place. A lot of people in the business know they need to do it, but the struggle is real.
Furthermore, people-based marketing, or targeting at the individual level – at scale is a huge opportunity, especially if it’s able to be pushed in real-time.
Finally, there are a lot of prediction pieces being published across the media about what the next big thing NOT TO IGNORE in 2017 will be for marketers. Here are my 5 for the year:
- Apps, podcasts & messaging bots will become more used by businesses to market their products and services
- Social media as a marketing tool will become less effective – already has, and email still reigns
- Recommendations by celebrities and influencers will be less respected and therefore, played down by brands
- In-house digital strategists will be the hot job to have in 2017
- If it is not on your phone, your business is in the dark ages
All in all, email and content marketing success in general lies in marketers’ ability to master real-time personalization, deliver dynamic and engaging content, and leverage traditional storytelling and creativity alongside data to deliver resonating messages to the right audience.
So, in 2017 let’s be more positive, remain flexible and embrace change, and be more data- and people-centric.
The future’s so bright…