Don’t Miss These 3 Things in Your 2016 Marketing Plan

December 23, 2015

It’s that time of year again. Time for turkey, giving, good cheer, and starting fresh with the new year. And with the new year, a new marketing plan. Last week, Nick shared some great trends and tips for your 2016 marketing planning. 

Whether you’re putting the final touches on your 2016 plan or you’re just starting to do some back-of-the-napkin brainstorming, here are three key areas you won’t want to miss.

Optimize for Mobile

With mobile media consumption outpacing desktop media consumption and search engines giving greater weight to mobile optimization, it’s more critical than ever for brands to be fluent in mobile. Is your site responsive, fast, and easy to use on a mobile device? Or is it bogged down with too much copy and unnecessary widgets, the same way my family and I become sluggish after overloading with carbs and Christmas turkey?

Gain Insights from Data

As Nick emphasized, better integration in our omni-channel world is critical to identifying which channels deliver the most value and at which point in the process they deliver it. If bridging the gap between digital and traditional channels is too daunting, start with integrating your digital channels. For example, link your AdWords campaigns to your Analytics account to build a more robust view of your digital KPIs. Use the data to better understand your customers.

Develop Great Content

No surprise here — content is still king. With social video on the rise, brands have even more powerful and engaging tools to tell their story. It can be hard to know where to focus your efforts. Not every tool may fit with your brand strategy, so don’t get overwhelmed trying to use them all. Take the time to ensure your content is on brand and on point.

As you build your plan for a successful 2016, review your marketing efforts in 2015. Identify what worked and what didn’t. Gain insights from last year to step up your digital marketing strategy for next year.

Next week, we’ll have a few more gifts for you — advice from dozens of digital marketing industry experts. Christmas may be past by then, but there’s no harm in spreading a little extra cheer.

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is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.