#69Predictions Marketing Experts Share for 2016

#1: What are your predictions surrounding social media and content
marketing in 2016?
#2: What strategy or application are you going to test or go deep
into in 2016, and why?"
The Questions We Asked:
69 Experts Share 2016 Marketing Predictions
We reached out to inﬂuencers and experts in the ﬁeld of digital,
content and social media marketing and asked two questions…
The BK Blog: Bryan Kramer
The BK Blog Editor: Siubhan Pabst
Cover Meme: Maya Smith
Deck Production: Lisa Loeffler
Thank you for everyone’s contributions!

Bryan Kramer
The marketing world has gone
through a massive change, with
the explosion of channels, devices
and new formats creating new
ways to market and converse with
your customer or potential
customer.
Content and the way we consume
it have changed human behavior
and will continue to do so in 2016.
While this expansion created
more complexities, they haven’t
even scratched the surface when
TV and mobile video starts to
combine truly social experiences
with video.
What are your predictions
surrounding social media and
content marketing in 2016?
The arrival of virtual reality with a massive
explosion of streaming will unleash a new
age on how we digest content. Video on
demand will start to become antiquated.
As all this starts to building momentum,
using data to create better human
responses in more traditional areas still
matter such as email, text, and webinars.

Media and content will still reigns supreme. The focus for my companies
will continue to look deep into content trends through the noise and
volume in all distribution (digitally speaking).
As content continues to come in many flavors and we continue to build it
on demand, the amount of content we’ve seen will double in the next
year which I believe will bring back a true renaissance of much needed
creativity.
That said, I look forward to furthering my research in breaking down the
genetics of how we consume content as humans. As well, we will be
building learning systems for individuals and companies to further their
skill sets in these areas.
What strategy or application are you going to test or go deep
on in 2016, and why?
Bryan Kramer…

I believe we'll finally begin to see
real attrition in the social platform
industry, as more and more networks
fold or are acquired. We're already
hearing whispers of it, as we see
companies like Yahoo! who have
failed to make a social product work
for them announce upcoming
divestitures. Startups like Periscope,
Meerkat and Blab will find it
increasingly difficult to maintain
positive growth in the face of
developments from Facebook and
Google. Whether the startups fold or
the existing platforms shutter or spin
off unused parts, remains to be seen.
Regardless, it will be another
interesting year of development and
movement!
Mike Allton
I'll be doubling-down on email marketing.
To me, that means doing more and more to build
up my list of targeted subscribers, and making
sure that I'm offering them relevant content and
offerings. I am continuing to test a variety of tools
and techniques to assist with that.

From Like to Buy Social is Now about
Shopcial every social media network is
a possibility not just to engage
someone or start a conversation but to
convert and create a transaction.
From Fan Pages to Brand
Communities , its time for brands to
go further and use social Influence to
create real conversations between
brands and ambassadors, cocreation
at the center of social interaction
Social Media at the center of market
research Moving from etnography to
netnography every aspect of a brand
will be observed and determined by
monitoring Human behavior on social
media.
Fernando Anzures
We Are going to work on Consumer panels
based on social behavior. its easy to measure, easy to
expand and scale. Very few competitors and a
tremendous opportunity ahead.

Thanks to the amazing targeting
capabilities of social media
platforms, we are going to see paid
social become more effective than
many other forms of paid
advertising.
Analytics will allow brands to finally
put customers interests first and
we'll move from communicating out
to providing personalized value on a
1:1 basis.
I'm most excited about how
cognitive technologies are going to
enable marketers to really learn and
predict customer wants and needs.
Amber Armstrong
My focus on 2016 is going to be
entirely centered on two things
building strong, value-based communities for
our social properties and tying social execution
through to driving results for our business.
We will use some very powerful analytics to
understand exactly what is most valuable
to our audiences and align our funding
to meeting those needs.

In 2016, we’ll finally accept that
social media is a digital
introduction from one human to
another. It won’t be a brand talking
at us. There will be a brand
champion – a person – working
with us to solve problems and
meet challenges. “More Social.
Less Media.”
My prediction: “collaboration” will
overtake “authentic” and
“transparent” as the top buzzword
of 2016 – and deservedly so.
Mark Babbitt
I understand most people are leaning toward Blab,
Periscope and video streaming in 2016.
Me: I’m working with Nimble to make mutually-
beneficial relationships more predictable, scalable and
repeatable. There has to be a way to transition more
social connections into human-centered relationships.

All signs point to video. Whether it's
Facebook Live, video on Twitter,
Periscope, Blab, Instagram, Vine or the
old standby YouTube, 2016 will be the
year when video becomes a primary
content marketing consideration for all
brands - even B2B. Partially because
customer appetite for video (even low-
res, real-time video) is insatiable. And
partially because video is the most
efficient way to atomize content
marketing. If you have video, you have
audio. If you have video, you have text
(via transcription). If you have video,
you have photos. But it doesn't work
the other way around. In 2016, video
will take its rightful place as the petri
dish of great content marketing.
Jay Baer
In 2016 I'm planning to do several
new things with Blab.

Small businesses are going mobile in
2016 – and they’re embracing social
and sharing valuable knowledge
content as a way to connect with
their customers.
This has been difficult for small
business owners who often don’t
have the time or expertise to do
social well.
In 2016 that all changes as small
business owners leverage mobile to
make it easy to stay connected to
their customers online.
Leslie Barber
In 2016, I'm going deep on human to human
connections in our small business community,
OWN IT (ownit.com). Small business owners are
craving connections, inspiration and conversations
with others like themselves and with experts –
communities, like OWN IT enable them to get
questions answered and tips to move their
businesses forward. I'm diving in!

We are just now starting to see
the emergence of the tools and
strategies necessary for brands
and content creators to deliver
native digital/social content. Look
no further than the 2016
Presidential election.
This will be the most “social”
presidential election of all time.
The Obama team only scratched
the surface in 2008 and 2012 in
terms of what it means to engage
with the electorate in the age of
social media.
Alan Berkson
For 2016 I plan to go deep on social listening.
It’s easy to find the obvious conversations around your
brand and topics related to your space. The challenge
for me will be to go deeper to find what I call “adjacent
conversations” where there is an opportunity to both
learn more about topics related to my brand AND
extend conversations beyond the usual suspects.

Content marketing will evolve into
a much bigger opportunity,
provided companies work at
making the content useful and
pertinent to the people they hope
to serve.
Junk content will fall off as people
see it's failure to convert. And
ultimately, I think more
organizations will stop treating
"social" like it's an island and will
tuck it into marketing, sales, and
customer support where it
belongs.
Chris Brogan
I'm going to double down on email marketing
and nurturing the community that feels like they are
treated like they matter. I'll work on pocket
communities in Facebook Groups, Slack, and other
apps that permit a much more personable interactions.
I'll work less and less in the "noisy open" of places like
Twitter, because it's not yielding as much value.

Three key trends to integrate into
your digital marketing strategies in
2016. Digital Marketing Automation:
Cost effective digital marketing
software for all size businesses is
bringing the power to scale your
marketing. This is essential with a
splintered media ecosystem with
many moving parts. Targeted and
personalized paid social media
advertising: The reduction in the
organic reach of Facebook has made
paid social almost imperative. But
don't pay for advertising unless you
can measure your results!
Crowd sourced content marketing:
Creating content on your own is a big
task. Making sure that you tap into
your fans and followers to help you is
smart and efficient way to do that.
Jeff Bullas
Implement optimized
digital marketing automation
that converts traffic and attention
from content into leads and sales. Marketing
in 2016 is moving from art to a science.

Right now there is the segue from
television, print and photo sharing
to streaming video as the medium
of choice for consumers. In 2016
video will continue to build
audience as the medium of choice
for both information and
entertainment.
From the early days of Periscope,
Blab, Meerkat, live streaming will
evolve into more professional live
and taped broadcasts. Facebook
Live and Instagram video will begin
to build audience and brands will
become more sophisticated at
reaching consumer by creating
serial shows in a way similar to the
old television broadcast model.
Tami Cannizzaro
In 2016, I'll focus on reﬁning our
digital nurture strategy.
We're testing out content management
applications to feed our new microsite and
landing pages. We're also implementing a new
instance of Pardot that will support a targeted
nurture strategy for new digital leads.

I predict bloggers write tons of
listicles full of theoretical tips, but
are not based in real world case
studies.
People will try to implement all of
that, feel overwhelmed and get
mixed results. They’ll flock to shiny
object new platforms, waste time
and be less effective. Some
marketers will accept inevitability of
Facebook advertising, but not
procure training and waste money
making the same 5-10 mistakes.
They’ll listen to lots of podcasts,
attend webinars and events because
it gives them hope, but usually
they’ll come away short of achieving
consistent success.
Brian Carter
I am focused on honing my social
media and content marketing processes
that grab the attention of the best prospects
and help move them closer to purchase
without necessarily realizing they're being sold.
This will include blogging, video and Facebook
advertising, and possibly webinars and podcasting.
These are channels and media I've seen most
consistently produce high ROI in my
experience for ourselves and our clients.

Today’s marketers are at a
crossroads of the digital marketing
age where the sheer amount of
noise and content volume,
changing consumer behaviors as
well as a rapidly changing social
landscape requires expertise,
experience and continued
consumption of the latest
information if an organization is
going to keep up, let alone make
measurable progress online. The
days of digital marketing silos that
segment various marketing into
stand alone functions are dying
and brands are going to have to
integrate all of their marketing
efforts into a unified strategy to
survive.
Robert Caruso
2016 is about total integration of
marketing efforts for me and my clients.
Increased volumes and unified funnels that build
and leverage distribution is where I am squarely
focused. Think of it as a laser focused shotgun
approach that goes really wide but also deep.

I think - sadly, because I've invested a
lot of time and effort into it- that
Twitter is going to become less and
less relevant, and will continue to
wither away in 2016.
If you can't grow the user base, you
die, and that's what's happening. I also
think that Periscope and Blab, the
trends of the moment, will be
somewhat fleeting.
The overarching benefit of digital is
that you can access info when you
want it. Livestreaming is nice for
concerts, but for random interviews?
Meh.
Dorie Clark
I'm going to spend the ﬁrst part of 2016 doing
interviews for my forthcoming book,
so I'm doubling down on content gathering and
research, rather than dissemination. The goal is
that when the book comes out (in 2017 or so), I
have a surfeit of interesting information to share in
a million ways. I think it's important to take
restorative time to make sure you have value to
add on channels, rather than just maxing out on
exposure and not having much to say.

I think that image recognition and
analysis software will become more
main stream. Imagery is such an
important component of social media/
content marketing we need the tools
to search , analyze and act.
There will be an increasing number of
acquisitions as companies demand
more integrated social media/content
marketing solutions. Less tools with
more functionality.
An increase in content predictive
analytics where you will be able to
assess potential performance of
content before you publish.
Ian Cleary
We have built a framework for generating sales
through social media and content marketing. It's
called PRISM.
P=People - You need to build an audience
R= Relationships
I = Inbound Traffic
S=Subscribers and Social Retargeting
M=Monetization
Through a combination of content, tools and processes
you build your PRISM.

There's nothing more social than
face-to-face engagement.
With the addition of easy-to-use
mobile live streaming apps like
Periscope and Blab.im, we're going
to see more content marketers
delivering their message across these
channels.
This means brands will now have an
opportunity to go beyond sharing a
message to creating live experiences
for their customers and fans.
Engagement is the root metric for
ROI and profit, so smart marketers
will develop a strategy for building
and nurturing a base of raving fans
who feel more connected to their
favorite brand than ever before.
Joel Comm
My strategy for 2016 is two-fold.
I'm starting a high-level mastermind for already-
successful business owners who understand the
value of being a part of a peer group to help
them multiply their success exponentially.
Secondly, as an influencer I'll be working with a
variety of brands to leverage live-streaming
technology and social media to help drive
engagement. 2016 is going to be a great year!

Smart companies will hire social
media professionals in pairs. One
part content and social, the other
part analytical and strategic.
Social and content can't be left to
one person alone. Businesses are
starting to understand this.
Dave Delaney
I have been dying to start blogging more
personally again, but I procrastinated.
2016 is about more transparency and a deeper
connection with my readers.

I'm going to sound like a broken
record, but measurement,
measurement, measurement.
Content marketing is one of the
easiest things to measure and yet...  
We must do better as an industry
and as professionals to show the
true effectiveness of our work.
Gini Dietrich
I'm going to be digging into semantic search
and how it might affect content marketing and
influencer relations. I'm really fascinated by how the
science behind the art of content works to avoid
content exhaustion and build a brand.

In 2016, we're going to see a HEAVY
shift into live video streaming.
There will be a lot of competitors
joining Periscope and Blab.im, and the
ones who succeed will be those who
provide the most seamless integration
of chat and video, leading to
'Engagement that matters.’
John Lee Dumas
I'll be creating a consistent production schedule
that will allow my audience to get into a flow of where
and when I'll be available to them, LIVE. 'Engagement
that matters' is my touchstone in 2016, and I can't wait!

We're going to see the pendulum
swing in 2016. With it being an
election year and negativity and
cynicism at an all time high, there
will be a big demand for content
that has a purpose.
Content that inspires us. Content
that has meaning. Content that
matters. Attempts to play it safe or
just continue to regurgitate
information again and again will go
unnoticed. Organizations will have
to be bold and take a stand for
something if they want attention.
Marc Ensign
I'm going old school.
I plan on spending more of 2016 connecting the dots
and blurring the lines between social media and the
real world. There is too much of a gap between who we
are and who we've created.

Social Media is still considered a
necessary evil by most businesses.
They use social media because they
"have to,” not because they see real
value in it. This will impact the social
networks themselves and the vendors
around them as they will have to start
helping businesses see more and more
value in using their platforms. In
content marketing there's too much
content being produced and few that's
substantial and valuable.
The future of content marketing is less
content, but much better quality
content. Otherwise, it will become a
waste of time to create content.
Emeric Ernoult
The strategy that has always - and will always -
produce the best results in the long run:
talk to our customers, as much as we can. And all
the tools we can find that help us do that at scale.

We're seeing a convergence of a few
trends. One is social continues to be
seen as part of digital strategy and
the marketing mix. These beliefs
ignore the fact digital strategy isn't
just digital marketing.
Digital transformation encompasses
all facets of business, from HR to legal
to sales to service to strategic
planning. There’s also a refocus on
social data and how to understand it.
Data strategy must be part of an
overall digital transformation strategy.
All of these themes--digital, social
and content need to be organized
and planned across an organization.
Change management will be even
more crucial in 2016.
Susan Etlinger
I'm interested in exploring visual content:
images, video, 360-degree video, emoji and, as they
become more prevalent, augmented and virtual reality.
We're still learning how to interpret human language;
how will we make sense of images?

Live Streaming not as a FOMO tool
rather a staple in all brands social &
content strategy from small businesses
to enterprises!
Transparency & Authenticity growth
thanks to live streaming will force more
executives and brands to take a new
look at personal branding and how
they tell their stories and empower
their employees.
Paid Social & Content Marketing
strategy will be driven by community
engagement & conversations that
happen on live streaming and
community based events. Brands will
need to focus more on building a
community not followers on a network.
Brian Fanzo
Linking paid social to live streaming technologies
for enterprise brands to target those who engage in
live streaming content or social video with similar
content of value therefore supplying brands with a
"higher" qualified lead than those generated from
social today. Sentiment analysis within video content
and how that can be leveraged and integrated to not
only better understand the consumer and value of
content but to predict and better understand the
mindset and personalities of those on the videos.

Visual marketing will continue to
expand with live-streaming and video
content growing more momentum. I
think everyone will need to up their
game with better visuals and video
content.Being comfortable in front of
a camera and creating content while
live-streaming on Facebook Live
video, Blab, or Periscope is social
currency these days. People want to
see who you are and hear what
you're about.Packaging your video
content with great branded visuals is
essential to successful video content.
Tweet graphics, Instagram posts,
Facebook ads, video thumbnails, and
more are crumbs that lead people to
your content. Visual marketing and
video for 2016 is my call.
Peg Fitzpatrick
I'm going to work on my video content
since it hasn't been my strongest element
but it's super important going forward.

We will see a thinning out of the
number of social platforms brands are
present on as they hone in on where
and how their customer wants to
communicate.
Social media overload is a thing, and
as people abandon networks to move
toward new tools and networks that
work better for them, brands will move
with them.
Sponsored shows on Blab, Meerkat
and Periscope will be as good as TV,
richly interactive with guests the stars
of the show, instead of the brands
themselves.
Janet Fouts
I'll be diving more deeply into Blab this year,
setting up a regular video/audio podcast series.
This is an amazing way to engage my audience
and hear what they want to know about.

Live streaming is going to be a huge
part of the social space in 2016. I
think, as a culture, we are all ready
for a bit of reality!
Live streaming humanizes people
and brands in a way images and
recorded video can’t.
What you see is what you get, and
there are no do overs. It is a
fantastic way to connect, bring value
and serve a community in a
personalized way.
Kim Garst
I am planning to go deep in the live streaming
video space; Periscope, Facebook Live and Blab.
It is the best way I have found to get face to face
with my existing customers and prospective
customers in a way that is personal and value
based. I am also planning to focus on targeted
paid media such as Facebook and Instagram ads.

2016 content marketing will be
dominated by videos, live streaming
and virtual reality with social sharing.
Wearables and virtual reality will
both move into the mainstream and
become content marketing
playgrounds. Smart marketers will
need to be more creative, techie
and social, learning how to tap into
the opportunities of new platforms
and predictive analytics to deliver
more personalized and timely
consumer experiences. The
dominance of connected devices,
i.e., "the Internet of Things", will
challenge marketers to apply new
technologies to deepen brand
awareness and loyalty through more
seamless and helpful user
experiences.
Glen Gilmore
With live-streaming and virtual reality, the visual
web and the internet of "now" will bring content
marketing to a new level where consumers are
brought into immersive experiences.
Content marketers should hone their skills to become
savvy directors of short videos and engaging live
broadcast hosts. Though the platforms have changed,
the strategy will remain the same: develop and
deepen a sense of community through creative
content and engagement.

Story telling is now more important
that ever, whether bite sized for that
immediate user need, or longer
format for even deeper relevancy
utilizing multi-media assets that are
fully mobile optimized.
Once such example is attention to
vertical rather than just horizontal
video formats.
These "mobile moments" are the
new engagement model for brands
in the "all encompassing"
connected era.
Kieran Hannon
We have a number of initiatives underway,
some highly foundational such as a new Marketing
Resource Management (MRM) and Digital Asset
Management (DAM) implementation, an important
platform to underpin our global marketing initiatives.
In the Consumer Electronics space consumer reviews are
an extremely valuable currency. In this mode, we’re testing
programs that encourage original user reviews, along with
a syndication component for eTail partner sites.

2016 will be the year of social
amplification.
Marketers will focus on getting their
content to work harder. Beyond
distributing content across all
platforms, amplification will come
from "Influencer Marketing.”
Every business has its E.F. Hutton...
Finding the fewest number of
people with the greatest relevant
audiences and following, engaging,
sharing and communicating with
them will take social results to the
next level. Influencer marketing is
the new viral for B2B businesses.
Karen Hayward
I will be focused on developing and
deploying an Inﬂuencer Marketing plan.
The focus will be on 3 specific target areas: industry
analysts with whom I have established relationships,
Management journalists like Tom Stewart who are
relevant to my target audience and business experts
like Seth Godin.Leveraging the power of video, the
application I will be testing is Blab, a live-streaming
video platform that lets you host and record your own
live video show or conference with up to four people
engaging at the same time.

My prediction is that social media
will continue to be used improperly
by many practitioners, leading to its
declining effectiveness which will
accelerate the commodification of
the content, decreasing trust of
social media by companies as a
whole.
This in turn will validate the
traditional marketing crowd's belief
that social is just another way of
aggregating eyeballs and spending
money to reach the market. Of
course, done properly this wouldn't
be the case, but it is how its being
done by an array of lazy marketers
who aren't putting in the effort to
do it properly.
Chris Heuer
Being helpful to customers is still
an excellent strategy
for competitive differentiation. So for the year
ahead, we are going to heed our own advice
and design customer experiences that make it
easier for customer's to get things done. While
everyone else is leaning on content to
inexpensively scale social marketing, we are
doubling down on creating REAL Relationships.

With the addition of more content
creators from both individuals and
brands alike every day, it is going to
be increasingly difficult to have your
messaging stand out.
As a reaction, brands and content
creators will scale back their efforts to
focus on generating results with a few
channels as opposed to being
everywhere.
For example, General Electric is
active on every major social network,
but which drive the most results for
them? In 2016, my hope is that
organizations like GE will start to take
a serious look at what they are doing
and start to say no more often.
Brian Honigman
Focusing on connecting my email list building
efforts across social media and through the use of
giving away free premium content to my community.
I've built my email list from 0 to 1,000, now it's time to
get serious in 2016 and build an engaged, quality list.

We’re still in a growth mode
regarding social media and content
marketing, so expect more of the
same – just better. Social media
allows brands to interact with their
customers when they aren’t in the
stores or online doing business.
Brands are proactively engaging
with their customers, versus just
reacting to their customer’s
comments. And, the brands are
doing their engaging with value
added content. Brands know what
gets their customers excited. It’s not
about blatant promotion, but
instead about valuable information
that customers appreciate. The best
companies will be combining their
social media and content marketing
strategies into one seamless effort.
Shep Hyken
I will continue to go deep in content creation.
The difference will be incorporating tools, such as
Periscope, to have more personal and “in the
moment” engagement with community. Creating
“conversations” around content means engaging
with community.

Less Traffic, More Trust
Major investments of time and money
in 2016 will focus on Trust Content,
media that allows you to
spend more time and more meaningful
moments with
an audience.
This includes podcasting,
livestreaming, Facebook video,
Snapchat and more. These channels
are more authentic, they put
individuals front and center, and they
allow you to spend more minutes with
your audience on a regular basis.
Brands are worrying less about traffic
and reach and more about time spent
with the right audience, and the quality
of that time.
Jason Keath
Snapchat. The brilliance of Snapchat is it's focus on
content creation and the ephemeral nature of that
content. This creates a ton of "in between moments"
of life, compared to highlights we share on other
channels. As a social network Snapchat will be one of
the top 3 or 4 platforms by the end of 2016 for
marketers. And at a minimum, using Snapchat to tell
stories on a regular basis is great training.

We’re going to see a focus on quality
over quantity when it comes to
content! We'll also see leading
companies create more meaningful
storytelling.
That’s what all customers, not just
Millennials, want. Additionally, smart
companies will continue to scale
storytelling to include stories from
employees, communities and
customers.
This is a great thing – it means more
more authentic stories, and a human
way to scale beyond the usual brand
and resource constraints (think
GoPro!). Here's to more human
marketing in 2016.
Kathy Klotz-Guest
I am going deep on storytelling
and playful co-created content
I am co-writing a book on the future of business
storytelling, and I am the sole author on one on
improvisation in business, so I will be “doubling down”
on great storytelling that is co-created and fun. That
means more storytelling in fun, visual, experimental
(and experiential) ways – like live brainstorming
sessions using improvisation to generate content
marketing ideas as I’ve already done, more video
hangouts, Blabs, and Periscope!

In 2016, we will see the breakdown of
media based purely on page views
and click-based advertising. This will
require content creators to do a
better job writing insightful,
compelling material – truly
considering what their audience care
about. Along with this, we will see
further blurring of the lines between
authentic content and so-called
native advertising (AKA infomercials).
As audiences become increasingly
savvy, brands will struggle to create
content that brings readers based on
its merits, rather than playing subtle
tricks to convince the audience to
read marketing materials
masquerading as genuine though
leadership.
Michael Krigsman
It's all about the endless quest to create
the best video content possible.
This means quality information and superb production
values. Hard work and endlessly trying your best --
persistence, in other words -- are cornerstones of great
content creation.

In 2016 we’ll finally see brands and
businesses focusing on real-time
content.
Only a handful of daring brands
jumped on board with live
streaming in 2015, we will see more
brands embracing this trend along
with other forms of in-the-moment
media.
With Facebook releasing a live
streaming function and Snapchat
getting tons of big brand
attention, look for sub-30 second,
real-time video to reign supreme.
Vincenzo Landino
We’re going to be all in on getting our clients to
create excitement around hyperlocal, real-time
content. We’ll go head-long into micro-content (like
Snapchat) and utilize the power of Facebook audience
targeting for our clients looking to make deeper
connections with their audience.
We are in a trust economy, and these platforms are
allowing businesses to connect like never before with
their fans, creating extremely loyal advocates.

2016 will be the year for Instagram.
2015 was a huge year for Instagram.
Their user base grew to over 400
million users and it's still growing.
Not only do Instagram have a lot of
users, they are also very engaged on
the platform with over 80 million
photos uploaded to the website
daily.
I wouldn't be surprised if they added
more functionality to aid with social
commerce on Instagram.
Aaron Lee
Originality will be the key.
I'll be testing a lot of original content to help my
photos stand out more. The reason Instagram works is
because they have a lot of content that isn't found
elsewhere. People get a lot of behind the scenes
content and a lot of 'influencers takeover' where brand
ambassadors for their brand takes over their Instagram
account and show their lifestyle with the brand.
Businesses will need to figure out how they can apply
this to their marketing too.

I see 2016 as a year of attrition.
The industry has made tons of
advances in the last 2-3 years with lots
of outstanding new technology and
new platforms. Not all of them are
viable long-term, something you're
even seeing with some of the
heartburn at Twitter.
2016 will be a make-or-break year for
many platforms - those that cannot
demonstrate in a tangible and
reproducible way their value will be the
target of M&A activity.
Daniel Lemin
Personally, I'm going deep on podcasting in 2016
with the launch of the podcast for my book. If that
goes well I have some other ideas for podcasts that I
think would work well. From a client perspective, I'm
looking forward to digging in on live video in 2016 -
things like Blab and Periscope. I believe it's a natural
evolution

We will begin to understand the
psychology around content
consumption. That is assembly of
words makes content, how it is
phrased makes up the messaging, how
it is directed (frequency, placement,
channel) to specific target consumers
drives action or behavior. Different
combinations including link behavior
can be coded to assess impact. All this
can be measured, analyzed and
optimized. Content will be consumed
in a myriad of different ways that will
register with different segments. The
entire digital marketing funnel from
awareness to action will be better
understood and visualized so that
marketers can assess attribution.
Ari Lightman
Incorporate more sensor based data
into marketing content analysis.
Apply different data analysis techniques e.g.
burst analysis, event horizon to identify cause
and effect relationships that impact marketing.
What subsequent events occur and in what time
interval from a primary stressor.

I see a recognition by brands of the
importance of social media and the
need to not only grow, but to train
the staff in their social media
department to engage with their
customers.
In addition, organizations have a
great understanding of the power of
employee advocacy in the social
media sphere.
While 2016 won't usher in a direct
understanding of the impact of
social on ROI, we’ll see a greater use
of analytics to understand the power
of influencers and their true
engagement value.
Tamara McCleary
This year I will actually be using more live events
to drive increased quality engagement of social
my social tribe to create a truer feeling of
community and connection.

In 2016 I expect to see more growth
from Snapchat, including a decrease
in entry level advertising costs and
the addition of more ways for them
to monetize the platform (ex:
purchase emojis). To get more
advertisers to invest I think we'll start
to see better analytics coming
directly from Snapchat as well.
Facebook will continue to kick butt
and will probably tighten up their
newsfeed algorithm again, and I
think this is the year we'll see the
addition of an algorithm for Twitter.
I'm hoping that Instagram opens up
the ability to create carousel posts
for regular profiles.
Chris Mikulin
We're going start testing out live-streaming
more and maybe try Blab for hosting a show. It's
something that's really missing in the yo-yo industry.

I think the theme of 2016 for content
marketers will be amplification and
personalization.
Most of us have gotten pretty good
and content creation, but are we
getting the most value out of every
piece of content that we produce?
I think not.
Paid will become the norm, organic will
be deemphasized even more, and
better targeting and personalization
will be critical for driving results.
Jason Miller
B2B marketers need to crack the code on
high quality, scalable video on a budget.
I don't think anyone has done that yet. Secondly,
going beyond the PDF for content. The PDF has
not evolved and does not lead to good
experience across all mobile, tablet, and desktop.
In 2015 my team created an eBook in a mobile
responsive format and we plan on doing more of
that moving forward.

Since brand is the sum of a
customer’s experience with an
organization, then every
touchpoint and channel is an
opportunity to deliver a powerful
brand experience.
In 2016 enlighten brands will
adopt the following strategies on
social: entertain before they sell;
be mindful of the reason why
people are on specific platforms
and get noticed but don’t disrupt;
and more deeply explore social
media for customer service.
Margaret Molloy
We plan to build on our two YouTube video series:
BrandMatters and Simplifiers.

Given my focus on the SMB market,
I have two predictions. First, I
predict that the number of SMB
companies using social media and
content marketing for business
purposes will jump significantly. For
companies still on the sidelines,
2016 will be the "now or never"
year for them.
My second prediction is that the
quality of content being produced
by SMB companies will significantly
increase. They will finally
understand content is part of the
engagement process with
customers. Quality matters! 2016
will be an impact year for SMBs and
social media/content marketing.
Brian Moran
I've always been hesitant to use video as an
engagement tool. In 2016, I am committing myself to
using video tools such as Blab, Periscope and the video
tools within Snapchat and Instagram.
Video is a very convenient and often preferred method
for communications. Next year I am taking the plunge.

In 2016, I predict mobile commerce
and connection optimizing both search
and responsiveness will continue to be
important for marketers.
With video and live broadcasts being
more prevalent, marketers have to
think about mobile and wearable
technology.
Platforms that help us organize and
track are more important than ever. I
predict consolidation in the social
media space and digital marketing.
The big three - Facebook, Twitter and
LinkedIn are looking for differentiators
and marketers want the holy grail of a
“one stop shop” for all sending,
tracking, inbound, CRM, advertising.
Heather Newman
Next year I will be testing more video
and live broadcast customer centric content
Periscope, Meerkat, Blab and video advertising are
going to be a focus for all my campaigns with Content
Panda and with clients. Building stronger relationships
between your brand and your existing customer is
always the goal and to convert new leads from a
lookieloo to an actual client. I’m building moments,
micro moments, and telling stories.

Marketers will integrate more video
content in 2016, but not using
Meerkat.
Periscope, Blab and other
newcomers have given marketers
more enticing options for live
streaming video, so Meerkat will
bow out of the game.
Kerry O'Shea Gorgone
I'd love to see marketers do more
to delight their audiences.
Knowing what people want has never been easier,
so why not deliver the goods? 2016 should be all
about data-driven customer experience.

In 2016, more enterprises will take a
serious look at whether they should
build a content brand OR buy one.
You'll see some innovative moves
next year with a number of
organizations actively analyzing and
purchasing media sites and events as
a shortcut to building a subscriber
base.
Enterprises lack patience and have
hoards of cash. The only issue right
now is that they aren't thinking of
this as an opportunity.
I call it Trust.
Joe Pulizzi
Believe it or not, print media and in-person events
are some of our top performers. There is simply less
competition and more opportunity to make an impact
and build an audience. We are doubling down in those
areas.

2016 will be the year of the MVP
(mobile, video and purpose).
M - Most companies talk about a
mobile-first approach to content and
social. This will be the year where
agencies and brands will be forced to
walk the talk.
V - If a picture is worth a thousand
words, brands will begin to wake up to
the fact that a minute of video at 24
frames per second is worth almost 1.5
million words.
P - Accentuating purpose will be take
main stage in 2016. Social and content
will need to demonstrate the values
and purpose of a brand.
Stan Phelps
Blab - I'm going to test the waters with Blab.
I like the interactivity and accessibility of the app.

All my research for VB Insight
throughout 2015 pointed to the
same, sorry state of affairs in social
media. Almost 70% of big brands use
social media as a broadcast channel.
Almost 40% of big brands ignore
social media complaints, and the
retail industry is even worse; 80% of
retailers never answer questions
posed to them on social channels.
That is over 289 million unanswered
complaints per year in the US alone,
and many of those are being indexed
by Google! I predict that, in 2016,
more brands will get their act
together and we'll see real growth in
"social listening" tools, and better
human-oriented processes, that put
the "social" back in "social media."
Stewart Rogers
I see that 2016 will see some really interesting
developments in personalized marketing,
especially in the ethical, responsible use of public
social media data. Of course, personalized marketing
is a privacy minefield, so marketers have a
responsibility take the right approach when adopting
such tactics, but there is so much we can do to
increase the value to the consumer.

2016 is a pivot year for content,
marketing and social media.
I predict we’ll see exponential
growth in the re-organization of
sales, marketing and technology
departments around terms like
“customer experience,”
“innovation” and “content.”
As social media comes more of a
paid media strategy, companies will
begin flowing much more money
into differentiated customer
experiences as a way to capture and
hold attention.
Robert Rose

Marketers should approach social
media from a networking and
community building aspect. Brands
need to attract customers, but
breaking through the clutter is
challenging. Every day brands and
marketers spend millions trying to
get you to use, keep using, and
share your love for their brands.
But why aren’t they doing everything
they can to make experiences with
their brand remarkable? Brands have
the opportunity each day and they
simply, turn their heads, rave about
their latest and great “campaign’ as
if it were a military conquest, and
ignore ways to create customers for
life.
In 2016 I think brands will start to
realize they can standout by "liking"
fans before they “like" you.
Ted Rubin
2016 needs to be the year of doing what I call…
Looking People in the Eye Digitally.
The last few decades of marketing tactics have
made us lazy communicators. Most often we don’t
even pay attention to who we are talking to other
than via the data we collect. In order to fix this and
really start to benefit from social relationships, we
need to start looking people in the eye digitally.
We don’t need to fit our world to social,
we need to fit social to our world.

The most overwhelming factor by
far is learning how to deal the
explosion of content on the web.
Finding a way to overcome the
overwhelming information density
coming at us will affect our
budgets, strategies, and even our
organizations.
It will forge new platforms, new
content types and new ways to
measure value.
Mark Schaefer
There is a widely-held rule of thumb that we cannot
build our content presence "on rented land,"
(meaning Facebook). With their transformation to a
publishing platform, I don't think we will have any choice
but to submit to Facebook and publish (instead of link)
on this platform. LinkedIn -- same thing.

Virtual Reality will gain steam all year,
and you'll see lots of brands try their
hands at 360-degree video.
Why? Absolute Vodka handed out
thousands of Google Cardboard-style
branded devices and found that
recipients spent 19 minutes watching a
live 360-degree music event in them.
Great content will matter even more as
filters get better and as flows get
higher.
Robert Scoble
In 2016 I'm going to do even more live video,
aka Facebook Live or Periscope along with more
360-degree video as more VR headsets deliver.

We'll see similar patterns we've
seen in previous predictions. New
platforms, new ways to engage, new
data sources and tools to improve
accuracy, metrics, frequency and
reach.
I predict a clarion call for marketers
to step back and learn more about
how marketing can shape customer
experience. There's marketing as we
know it (broadcasting, a lot of
talking, shiny object chasing, vanity
metrics, etc.) and marketing as a
form of engagement and
community building (listening,
learning, context, culture, targeting,
collaboration, co-creation, etc).
Brands don't mean what they used
to mean. They're now experiential.
Brian Solis
Customers need to be reminded why they should
care about brands throughout the journey and the
lifecycle. That means more specific content that
answers questions and provides answers in the ways
and networks they're relevant and needed. That means
understanding people, interest graphs and behaviors/
preferences. That means conversations that yield
mutually beneficial results. That means social
engagement and overall efforts that improve the
experience and the affinity in every relationship.

2016 will be the year of the "connect
the data dots" across multiple
platforms and social networks, in an
effort to deepen their relationship with
its community individuals.
I see Google ramping up to buy
Twitter, which would change the data
game, being able to connect Tweets to
people to Google and YouTube search
results, to live video Periscopes, to
locations.
This individual triangulation data will
make it possible for brands to finally
serve 1:1 real time "micro-marketing”
offers cross-platform, and enrich the
IoT as more devices become
connected.
Courtney Smith Kramer
Brands will begin the slow shift away from
“pushing” out their own messaging,
to becoming a “pliable” brand that’s flexible and
strong, where employees, customers and
influencers tell the brand story together in real
time with equal voices.

2016 is the breakout year for highly
creative Facebook and Instagram
video and animated content for
businesses.
Now that Facebook Pages support
animated gifs, we'll see more use of
cinemagraphs in the news feed, both
organic and paid placement. As 360
video grows in popularity in the
business world, these will become ad
products before long.
Facebook is testing a dedicated video
newsfeed on mobile. This will help
create a nice big spike in video ads. It's
about the movement in the news feed,
catching attention of your target
audience and drawing them in.
Mari Smith
I'm excited to partner with many app and tool
companies and major brands to help increase the
reach and consumption of excellent products.
We’re focusing on creating micro video content -
delivering short, powerful Facebook and social
media marketing tips in bite size videos. I'm
working with Business.com to shoot a series of
#MariMinute video tips that we'll distribute and
repurpose across all social networks. In addition, I'm
partnering with Adobe in the release of their
exciting new mobile design app!

360 Degree Live Video Experiences:
The year 2015 started an era of live
casting with the introduction of new
technology such as Periscope,
Facebook Live and Blab.
2016 will take some of these live
broadcasts to an entirely new level
with the introduction of live 360
degree broadcasts that will allow
people to move their mobile
phones and experience the action
as if they were actually present and
moving their heads.
Michael Stelzner
In 2016 we'll see the wide scale adoption of
cost effective virtual reality devices that will
enable fully immersive 3D experiences that are live.
Much of this will be enabled by low cost 360
cameras like the Ricoh Theta combined with
economical devices like Google Paper that
transform the smart phones everyone already owns
into a virtual reality device. This represents an
entirely new opportunity for marketers to give
factory tours and any other form in-person
experience the mind can imagine.

Giant companies like Apple, Yahoo and
Google are moving into a "pay as you
go" microdelivery model. You almost
can't buy software anymore without
paying for it monthly, or in micro
installments. How does this apply to
social media and content marketers? I
anticipate as people get more
particular regarding their financial
resources, they'll demand more
customized payment options. Systems
like this already exist, but I'm thinking
they‘ll become more sophisticated with
more user-friendly UI's. Keeping an eye
on big boy trends may give us
indication for what's in the works for
smaller marketing businesses like ours.
Viveka von Rosen
Having bit the bullet, I am now using Infusionsoft
and will be doing a deep dive into offering and testing
micro-delivery of content. Sharing only what people
need (a la carte) AND large program pricing. We'll see
what does better. (What was old is new again?) And
hey, if Amazon creates a microdelivery platform of
some sort, I'm certainly willing to take it for a spin!

In 2016 we'll see more video
marketing embrace targeting to
the 360 degree video and
Virtual Reality markets.
Brands will be trying to figure
out how to tap into these new
mediums and make them work.
Chris Voss
More video content thats mobile aligned:
Facebook Mentions, Periscope, Meerkat.

More human. More visual.
Social media and content
marketing provide the perfect
opportunity to create more
engaging, human,
conversations. Pepper in video
and other visuals and you can
begin to speak WITH -- not AT --
your community.
Be. More. Human.
DJ Waldow
My strategy for 2016…Video. Video. Video.
Short form. Long form. (Medium form).
Funny. Serious. Actionable. Measurable.
Live and unscripted. Planned and rehearsed.
In 2016, we’ll communicate with customers, advocates, and future
customers based on how they engage with our videos.
Why video? Simple. Video is the next best thing to face-to-face.

2016 will finally be the year of social
ROI – where marketers really have
meaningful measurable social data
that relates directly to revenue and
the KPIs that truly matter to the C
suite.
Think of it as the year when data
analytics, marketing automation and
social finally work together. Content
will continue to totally overwhelm
everyone, which means marketing
content will have to be even shorter,
more visual, more personal and more
interactive than ever.
Mark Waxman
Predictive analytics wins this by a landslide.
Harnessing our own data and supplementing it with
external signals to better predict behavior. Why? It’s
like turbocharging our marketing: every single tool or
tactic that we use, from lead generation to close ratio,
will be instantly that much more successful when
operating with predictive knowledge of buyer behavior.

As we continue to see the ripple
effects of "content shock" (we have
too much content!) an increasing
number of marketers will realize that
more isn't always better.
Sometimes more is just more.
Instead, we'll see smart marketers
drilling deep on creating content
unlike the rest of the market place
and aligned with a narrow subset of
their market.
Nick Westergaard
I am going to hone my email game.
I know it's not 2006, but email still delivers the
very best ROI dollar for dollar and yet too few
focus on creating better, more relevant email.
Again, that's not always done by sending more
email. It's accomplished by focusing on how you
can be of service to your audience.

There will be a backlash against the
Sharing Economy as the market
becomes flooded with an array of
services and apps that enable
conveniences before a need from the
consumer is identified.
Consumers will feel over-inundated by
these experiences and come to rest
firmly on a few well established brands,
but will reject the rest.
This fatigue will drive the next wave of
experiences to be more thoughtful in
their approach and to be based on
market need.
Todd Wilms

Many companies are mature when it
comes to social marketing, however
many haven't adopted all pillars of
social business, yet.
More companies will not only do social
marketing and content marketing, but
also other divisions will become more
sophisticated in social selling, social
recruiting, and social advertising.
The companies that tie it all together
with a solid strategic plan and knock
down the company silos will be the
winners.
Travis Wright
Account based marketing works really well.
When you create awesome content targeting your ideal
customers and then micro-target them via workplace,
location, and job title, followed by retargeting
strategies... You can close HUGE deals for minimum
spend. We helped a client close a $670,000 for $438 in
account-based targeted ad spend. We'll be doing
much more of that.

The Presidential election will dominate
the news cycle and it will get pretty
ugly. We'll see a lot negative/attack
content as well as over-the-top hype
and promos in social media and
marketing. Twitter will have a "come to
Jesus" moment, deciding either to
become yet another social network like
Facebook or get back to Jack Dorsey's
original vision of an “information news
network."We'll (hopefully) see more/
better tools to help address content
marketing fragmentation and
overload. If marketers can streamline
the process of content planning,
content syndication and audience
engagement and can optimize content
targeting, content will regain its
usefulness and value.
Denise Lee Yohn
Use video -- in multiple formats and apps
to make more personal, emotional
connections with my content.

Expect more personalized, targeted,
and customized-to-an-audience-of-
one content -- so that: more and
more, the messages and content will
be more relevant. Expect a multi-
channel user experience that
aggregates and connects our
personas across various websites,
social media channels and apps so a
consistent flow of messages and
conversations can evolve over time
and start to forge actual
'relationships' between brands or
products and individuals. Expect
smaller chunks of content with an
emphasis on real-time or just-in-
time, that adjusts to the user's
context, and with a strong rise in
mobile access and interactions.
Mark Yolton
Mobile. Connected proﬁles across platforms.
Privacy and user-managed personas. Metrics and
analytics that can get beyond "last touch attribution"
to measure / predict / recommend the optimal mix of
influences and marketing actions across multiple
channels.

Social/content marketing is
evolving from mass posting to laser-
targeted marketing automation
sequences. The same logic that
powers email delivery will power
social, since the channels will be the
same.
Also watch for content to get more
sophisticated-- instead of e-books,
watch for true learning
management courses and quizzes
backed by certifications. Legitimacy
is ever important for customers that
are drowning in content
promotions.
Dennis Yu
We believe advanced content marketers will learn
social, paid, email, and PR at the same time. That
means we all must learn even more tools, especially in
the LMS (learning management system) category,
which is our partially secret weapon.

Being real, raw and transparent in
your business and the content you
share is paramount to attracting your
ideal client or customer.
I think video is the most important
way to connect: Here are my top 4
platforms: You get 15 secs in
Instagram, 10 seconds on Snapchat,
endless time on Periscope & Blab to
teach, empower, educate and
entertain.
There is an instant connection when
people see your eyes, your smile and
feel your passion.
I call it Trust.
Sue B. Zimmerman
There are so many ways to
be creative on snapchat.
Not just in the picture or video but also using
relevant CTA's, links, filters and the
crayon (my personal favorite.)

The three Ps of 2016:
1. PREDICT. We will more pointedly
harness the power of data to predict
where we can add the most value,
help stave off disasters/disease and
connect and engage with intention
globally.
2. PERSONALIZE. We will tailor our
content and social feeds to sort
through the ever-increasing
cacophony and keep what matters
most to us.
3. PROLIFERATE: We will see the
proliferation of tools, multi-media
sharing and choices continue...
Sandra Zoratti
it's important to use social media and content as
a true extension of in-person relationships.
Many of my treasured friends and business
associates have been forged online. Going deeper
-- versus broader -- in terms of engagement via
digital means is my top priority for 2016. In other
words, It's about the meaning and value of my
connections, not the numbers.

#69Predictions Marketing Experts Share for 2016

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#69Predictions Marketing Experts Share for 2016