By Dorian Benkoil
In this look-ahead to 2016, I’ll avoid the temptation to simply repeat what I said last year. Yes, measurement will still be a muddle, and marketers are still trying to track people across screens. Net neutrality rulings have inspired new lawsuits. Netflix’s Ted Sarandos announced even more original programs for 2016. Here are some newer predictions.
CONTENT MARKETING GETS BIGGER AND (I HOPE) BETTER
Content marketing is only going to grow. Not only is there a “gold rush” as more companies try to capture the value of making media, but it’s also highly likely that the media tech behemoths (that would be Facebook, Google, Apple, et. al.) will continue to value, promote and highlight well-made “content” (a word I, similar to advertising executive David Berkowitz, don’t like but use).
The increased use of ad blocking means that marketers are looking for other ways to reach people. So-called “native advertising” that circumvents the ad blockers by going directly into feeds is a way to get messages onto screens. ”
Meanwhile, creating articles and web videos is usually much cheaper thank making glossy magazine ads and TV commercials. Plus, marketers can use the content to inspire through sharing and discovery through search, and they can then get good metrics about what’s getting the most attention. “Content marketing will start to become more accountable in 2016,” PulsePoint’s Sloan Gaon said in an email. “Engagement metrics … will be used to measure the success of content marketing campaigns” instead of “old metrics” like clicks and views.
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