There’s a rather scary truth in the field of digital marketing: Either you stay ahead of the curve or you fail. Simply keeping up isn't enough – the market is too competitive with changes occurring too frequently.
Staying ahead of the curve requires, more than anything else, keeping well informed of both current and future trends. You need to know how the market is changing and what it means for your digital marketing efforts.
Looking ahead to 2016, digital marketing is once again poised for big changes, and there are three major trends that are likely going to shape the digital marketing landscape. By understanding these three trends and preparing for them, you can stay ahead of the digital marketing curve.
Spending on Content Creation Will Rise Dramatically
The last few years have proven a simple fact: Content marketing is effective. According to a Forrester study, 75% of marketers saw positive benefits from content marketing, including increased revenue for over 2/3 of the respondents.
Unsurprisingly, these positive results are driving marketers to further invest in content creation. In fact, this increased investment in content creation is so high that the $145 billion spent on content marketing in 2014 is expected to more than double by 2019. That represents a compounded annual growth rate of roughly 14%.
For digital marketers trying to maintain an edge, this means that you can't afford to slow down your content creation. You should always be on the lookout for more opportunities to create content and try to build the best possible content creation team.
Video Content Will Take Center Stage
As fast as content creation is expected to grow, video creation is expected to grow even faster. Already, over 2/3 of companies report that their video marketing spending is on the rise and that number will likely increase in 2016 and beyond. Cisco predicts that by 2017, 69% of all global consumer Internet traffic will be video content.
Video content is generally much more expensive to produce than all other types of content, which is why creating significant amounts of video content is more common for larger companies. A study from DemandMetric found that over 35% of large companies are producing more than 100 pieces of unique video content a year, but only about 4 - 5% of smaller companies are producing that same amount.
This means that if your business is large, keeping ahead of the competition will likely require a substantial amount of video content creation. However, if your company is smaller, you will only need to produce a modest amount of original video content each year.
Digital Asset Management Will Become Increasingly Important
With an increasing amount of money being invested into digital content, it’s becoming more and more important to organize, share and manage digital assets in order to maximize the benefits of those investments. Roughly 2 in 3 senior digital marketers believe that visual assets are the key to communicating their brand story, however, only about 1 in 4 of them have the ability to manage and share digital assets between marketing and non-marketing teams. In 2016, marketing teams will need to not only generate a steady stream of new marketing assets, but also be able to find and repurpose existing assets to be used in multiple different channels.
Many companies are getting ahead by investing in a digital asset management system, allowing them to collect all of their marketing assets into one secure and searchable library. This centralized library allows employees to quickly find assets for their marketing efforts, as well as share them with their teams, partners and customers.
This means that in order to stay on par with other digital marketers in the industry, you will likely need to find an effective way to organize, share and manage your photos, videos and other content.