With year-end approaching, many CMOs are already thinking about the challenges they’ll face in the new year. The recent American Marketing Association’s 2016 Marketing Pain Points Survey revealed business growth is the single most troubling pain point for marketers in 2016.
Because it’s never too early to think about driving growth and succeeding with next year’s marketing strategy, I’ve been reading about trends and advice for CMOs.
Here’s some of the best predictions I’ve found to help you prepare for 2016.
5 Strategies Every CMO Is Planning for 2016. TechnologyAdvice: “Marketing was once a field dominated by creative prowess. Now it’s an industry striving to prove its worth to a generation of CFOs who have leapfrogged their CMO colleagues in line for CEO succession…To prepare for 2016, it’s important for CMOs to audit the efforts from this year through a revenue-centric lens. Which programs paid off? Which simmered before ultimately petering out? These are must-know data points for 2016.”
2016: Data, Customers and Tech Are Top Issues for B-to-B CMOs. Ad Age: “Business-to-business buyers are behaving more like consumers. So CMOs are struggling with ‘How do we blend a compelling digital experience with more traditional offline approaches that we’ve depended on and have worked for us’ — things like events, print and even physical mail. And how do they do all of that while building a consistent experience from a customer’s perspective across all those channels?”
The Top 10 Marketing Trends That Will Define 2016. Forbes: “Big data, which includes social and unstructured data, is a goldmine for marketers. Until recently, many marketers shied away from big data because they lacked the skills—or the big budget resources—to translate it into something meaningful. Now, tools are coming to the marketplace that make mining and managing data easier than ever. 2016 will be a banner year for incorporating big data and perhaps more importantly, analytics into marketing decisions.”
5 Big-Time Marketing Trends That Will Make Waves in 2016. Business2Community: “Marketers are swamped with data. Click-through-rates, impressions, reach, audience growth, comments…whatever can be measured, is being measured. However, in 2016 you can expect to see more emphasis on comparing these measurements to the measurements of the competition. Competitive benchmarking can be useful for understanding the composition of your competitor’s audience, what their content strategy is, how much share of voice you have within your industry and more. 2016 will see a rise in the sophistication and usefulness of benchmarking tools and strategies.”
2016 B2B Marketing Strategies: Trend Tech-Savvy, Data-Rich, and Customer-Focused. Skyword: “The experimentation phase needs to end as CMOs target a limited set of technologies to implement their new digital marketing strategies. To this point, many CMOs have remained in the preliminary phase of being ‘curious’ regarding marketing technologies. They’ve been eager to test out possible solutions but have lingered in that phase of deployment, failing to settle on a course of action.”