2017: The Future’s So Bright (People, Data, and the Right Message)…

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.

digital-content-marketing

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:

  1. Apps, podcasts & messaging bots will become more used by businesses to market their products and services
  2. Social media as a marketing tool will become less effective – already has, and email still reigns
  3. Recommendations by celebrities and influencers will be less respected and therefore, played down by brands
  4. In-house digital strategists will be the hot job to have in 2017
  5. 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…

Snapchat Overview: Why I Started To Snap

Snapchat may not yet have the following of the other more established players in the social space, yet its growth continues as it becomes more influential through its capacity to introduce new innovations that keep the app ahead of the game. Every week there seems to be new features to try out.

Snapchat first made waves with content that would disappear after 10 seconds or less. But where many other apps have hung their hat on their initial premise, and have been unable to hold that initial attention as a result, Snapchat’s gone on to introduce additional, industry-leading functions to keep their primarily young audience base coming back for more – and tapping into an arena where brands need to play.

A bit of history: They introduced Stories in late 2013, geofilters in mid 2014 and the lenses in September 2015. Just last month, Snapchat announced a major revamp of their messaging features. In my opinion, their ability to remain loyal and responsive to their audience needs and interests, and continuously deliver on new features to them, is what keeps the app top of mind, and keeps their users glued to their devices.

Snapchat’s 100 million daily active users are now contributing more than eight billion video views on the platform every day. Per day.

And now… the introduction of new emoji stickers for videos.

via GIPHY

The stickers are like any other emoji, but they move and scale in proportion to the actual video. It’s odd looking – but then again, this is the platform that popularized “rainbow vomit.” Am I right?

Video stickers are interesting and interactive – and you can immediately see how this new feature will be popular among Snapchat’s fan base. Oh, you kids!

Snapchat Unveils New Video Stickers Tool | Social Media TodayAccording to TechCrunch, Eitan Pilipski, an engineer who Snapchat recently recruited from augmented reality company Vuforia assisted in its development. Vuforia is a shop that strives to help brands generate vision-based data and computing, including mapping 3-D objects into real-world video – for example, enabling gamers to overlay 3-D objects into a physical space via their tablet device.

If Snapchat’s other innovations are anything to go by, I’d expect to see other platforms looking to implement similar in the near future, especially if the option continues to be popular among Snapchat’s user base. And, this all coming on the heels of this week’s f8 Conference with the use of bots, AR, VR, and AI, of course.

So, why have I started using Snapchat?

[You can ‘Snap’ me at hotleadsnaps]

Understanding the way people communicate, share news, endorse brands, products and services, and stay engaged is a passion of mine. And Snapchat’s ability to stay on trend and avoid becoming another teen fad that dies out truly does keep my interest. Testing, using, adopting and understanding the latest technology and features is the best way to understand how people will use it, behave around it, and in the end – think of it.

The regularity with which Snapchat has been able to execute new innovations and keep users coming back bodes well for its future. They are never just trying to play catch up. They create its own trends and lead the way, showing how in touch they are with their core users.
Again, it’s not as big as the established players, for sure, but it’s getting there. I suggest you stop ignoring it and pay a visit to ‘Michael Platco’ and his friends to join the party. A list of more Snapchat folks that are killing it can be found via Inc.com here. And for brands that are killing it, check out this rundown.