One of the key things to remember 2015 for in the world of online marketing is as the year of “Content abundance”. 2015 witnessed the creation and publication of more contents more than ever before. As a result of this, many marketers struggled to devise new means of getting their content out to the right audience; this led to more money being spent on marketing campaigns without seeing the expected results. To this end, the experts in the industry think that the solution to this might be “less content, fewer channels, more focus and personalization.
Online marketers are really struggling to get their content to the right audience. There are so much competition, so many initiatives, and so many channels; almost about everything in this industry is getting too much. According to content marketing expert Barry Feldman, “Online marketers want their impact to be felt everywhere. This means that 2016 will be year of making smart choices. Online marketers shouldn’t have to get involve with everything, I recommend that as an online marketer, you should carry out a good research and planning, and make some informed choices about every approach you choose. Marketers also need to perfect their means of connecting with customers by focusing on one channel at a time”.
Other major influences in the industry also echoed this opinion; According to Scott Abel “Optimizing productivity in order to produce more content with fewer resources will be the leading online marketing trend for 2016 …. Hence we require a new means that will allow us to pay more attention on producing high-quality and engaging contents for every customer without spending a fortune”.
According to Sujan Patel, a content marketing entrepreneur; “Marketers needs to pay more attention now more than ever on personalization and segmentation, the email campaigns you send to your customers need to be more personalized and catered to the actual individuals. Also you need to target your contents on certain personas and sub-personas, your landing pages must be created in such a way that it relates to people on an individual, personal level.
Finally, marketers need also to focus on their audiences and address them directly. The marketing tactics used in the last few decades have made marketers lazy communicators. As a marketer, you need pay more attention to who you are talking to via the data you collect, this to say you need to start “looking people in the eye digitally” and start capitalizing on in-person social skills in the digital world.
