So you want to get left behind in 2016, huh? Winning and leading from the front takes too much energy. I can understand if you need this year to catch your breath. For those of you who need to stop to smell the roses, here are some things to avoid in this new year, so you can do just that.
1. Not embracing multiple content forms.
To blog or not to blog, that is no longer the question. 2016, I predict, will be the year that podcasting goes mainstream – as in, your mom and dad will want to do it. Companies who don't embrace video will fade into the background and one's who do will enjoy a decisive, albiet momentary advantage in lead generating rankings and revisits. Additionally, new tools will empower the "creatively disinclined" to divorce their Creative Cloud Counterparts do it themselves. The total commodification of design is nearly complete.
2. Shunning social media advertising.
Make no mistake, we're still in the gold-rush period of Social Media Advertising. Social media advertising, particularly on Facebook, is at the point in its progression where all of the juicy niches haven't been scoped out yet. There's still ample unexplored opportunity out there and the expert prospectors are already staking claims on their territory.
3. Too much focus on CPA...
... and not enough focus on revenue and profits. As the global economy continues to worsen, peoples' natural inclination is to tighten their budgets and spend less on marketing. I'm biased, but this is a serious mistake and I'll tell you why: When industries cut costs companies increasingly do battle on the clearly-marked boundaries of that marketplace: Features, price and overhead. Why is this a losing proposition? Because all players operating in that space concede their unique advantages and revert to duking it out with the weapons that they have in common.
4. Under-leveraging content by ignoring distribution and promotion.
Doing so is tantamount to having a child and never exposing it to the outside world. Content is no longer the products of its' authors, but of its' audiences. If you're already producing content then you need to give it extra love and attention in 2016 by introducing it to a variety of audiences and contexts.
5. Not automating at least some of your marketing.
Companies with a winning mindset will continue looking for ways to get the work of 10 men for the price of one. For the rest, it will be an uphill battle to steal incremental mindshare and market share from better entrenched, better provisioned competitors who have mastered the basic economics of their businesses.
6. Being a brand wallflower.
Nowadays attention is the most valuable asset. If you don't know how to get it, then sooner or later you'll have to be willing to pay for it. Everybody else is. In the new economy everything, including attention, will be monetized.