2016 is just around the corner! It's time for predictions! And educated hopes.
I’m sure you’ve seen quite a few 2016-prediction posts going on and I thought it would be worth sharing my reflections of the past year and my views for the new one with you too.
Time really does fly… I can’t believe how much has happened over the last year in my professional and personal life, but also in our non-silent-always-on digital economy.
Things change in seconds; they get adopted, adjusted and forgotten unbelievably quickly. Our world doesn’t sleep, ever.
I’ve observed many passing and growing trends over 2015 that have given me an indication of what will be happening more and more in 2016 and where brands should focus their efforts on.
My predictions-advice list is short – just 5 things, but if you master them, your 2016 will be a true success.
5 Key Things for Brands to Focus on in 2016:
1. Startup Mentality
I don’t know if you’ve noticed, but the startup scene is just growing. I’m positively surprised at the mass of entrepreneurialism that I’m seeing among both the young and the older generations. That got me thinking: this is how all brands – old and new – should be.
To survive in our fast-moving, always-changing world of consumer needs and demands, they need to think and act like startups
So my advice to you, still have your long-term vision, but focus on your consumers with constantly adaptive listening, thinking and doing. Avoid hierarchies, adapt and adjust all the time, be flexible and agile, move quickly. Rather than year-long plans, put some 3-month pilots. Test, see what works, adjust, remove if necessary.
You have to be 100% consumer-need-focused. Only so will you be able to scale.
That’s why methodologies like inbound marketing or growth driven design where you have to constantly listen to consumers and adjust accordingly are picking up so much.
2. Inbound PR
Speaking of being 100% consumer-focused, this is exactly what’s at the centre of my new concept inbound PR – creating content that is truly buyer persona and media relevant.
In 2016, I expect brands to start thinking more like media companies with their own newsrooms and focusing strongly on their own content for their own channels.
Media relations is not going to go away, but will function differently, more in an inbound way where journalists reach out to companies, rather than PR people having to chase them.
And finally, with my new concept, PR will get better at tracking results and showing how it can drive Sales.
3. Thought leadership
In 2016, thought leadership is taking centre stage. That falls in line with my previous point about inbound media relations where by using your own content you position your brand as an expert in a particular field and the media seeks out your expertise.
The same goes for consumers – you need to attract them with content that educates, engages and so builds your position as a thought leader.
Look at the growth of Medium for example – today, it’s all about educating and selflessly sharing knowledge, not selling. We want experts because we trust them. Your positioning as such is key to being known and recognized, whether you’re an agency, a B2C brand, a B2B company, a non-profit organization, or even a politician.
4. Content relevancy
I can’t say this enough – you can’t just create any content and expect exactly the people you want to do business with to magically come and buy from you. Your content needs to be 100% created for them, with their challenges, needs and desires in mind.
Relevancy is super important today, but it will be even more important in 2016 because the amount of information out there is increasing extremely rapidly.
There’s way too much noise, way too many audiences, way too many channels.
You have to be cleverly strategic with your content and making sure that you are targeting exactly the right people, on the right networks, at the right time, with the right information. That falls in line both with inbound PR and thought leadership.
You have to get more creative and smarter with your content. Not more, but the right content. Informed by exactly what your customers need.
5. Cut-Through-The-Clutter Approaches
To stand out among the noise, you need to start thinking beyond just your blog, and even visual communications using platforms like Pinterest and Instagram.
Cutting through the clutter happens with content relevancy as above, but it also needs a more innovative approach to mediums and ways of content creation and sharing.
Try podcasting and livecasting. No surprise that Facebook Live, Periscope and Meerkat are becoming so popular – people want to consume content that way. And they also want to be part of it, so get your collaborative content juices flowing and involve your audiences. Use Blab and run some live webinars on steroids; create quizzes as offers for your landing pages to convert more leads – quizzes are way more engaging and people feel like they’re creating something on their own.
To cut through the clutter, you have to offer people better, different experiences.
What are your 2016 predictions?
