Focus and Personalization Key Lessons for Online Marketing in 2016 - Say Experts

Dec 08, 2015, 09:00 ET from Boost the News

WARSAW, Poland, Dec. 8, 2015 /PRNewswire/ -- The year of 2015 will be remembered as the year of "content abundance" in online marketing. More content than ever before was created and published. As a result, marketers struggled to find new ways of being heard. Bigger budgets were thrown on marketing campaigns, but without bringing the expected results. According to experts in the industry, the answer might be somewhere else: less content, fewer channels, more focus and personalization.  

"Online marketers are spreading themselves too thin and freaking out. There are too many channels, too many initiatives, too much everything. Marketers want to be everywhere and seldom become standouts," says Barry Feldman, content marketing expert. "2016 will be the year of making smart choices. Do you have to do this? Do you have to do that? I recommend online marketers do some research and planning, make some educated guesses about what will be most meaningful, rein in the everything/everywhere approach, and hone their skills for connecting with customers by focusing on one channel at a time."

This opinion is shared by other major influencers in the industry: "The leading online marketing trend for 2016 will be optimizing productivity in order to produce more content with fewer resources… We need an approach that will allow us to focus on creating high-quality content experiences at every customer touchpoint without breaking the bank," adds Scott Abel.

Content marketing entrepreneur Sujan Patel turns to the personal dimensions of focusing: "In 2016, marketers will need to focus more than ever on personalization and segmentation…Your e-mail campaigns need to be more personalized and catered to actual individuals, your content needs to target specific personas and sub-personas, and your landing pages need to relate to people on an individual, personal level."  

Marketing strategist Ted Rubin summarizes and calls marketers to focus on their audiences and "look people in the eye": "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…we need to start 'looking people in the eye digitally', and start bringing in-person social skills to the digital world."

The experts spoke in a special roundup on online marketing trends for 2016, conducted by Boost the News. The roundup is also available on SlideShare.

SOURCE Boost the News