In the following lines, I would like to talk about what I consider to be the most important developments for (online) marketing . These are of interest to online marketers as well as managing directors and other senior managers.
developments instead of trends
I'm not a big fan of articles like " The most important trends for 2016 " because trends don't stick to annual cycles, but often creep up and sometimes take longer and sometimes shorter to reach the tipping point and thereby gain social relevance. One example of this is mobile, which was one of the hot topics 4-5 years ago and has been on every annual trend list to date. The topic of content marketing also took over 3 years before it really reached everyone in charge.
Nevertheless, I am always happy when colleagues from t3n ( The biggest online china phone number data marketing trends of 2016 ) and Peer Wandiger from selbststsendigimnetz.de ( 4 expert forecasts and practical tips for 2016 ) ask me to vote for them. On the one hand, I am pleased to be named in a list of votes from other highly valued colleagues, and on the other hand, years later, you can still see whether your own forecasts were correct.
In this article, however, I prefer to talk about developments rather than trends, as the term trend always has a certain short- to medium-term aspect or hype associated with it. However, I think that the following eleven developments will have a decisive influence on marketing over the next two to five years at least, and in some cases beyond.
Below I have tried to sort these developments by timeframe. Starting with developments that already affect us on a daily basis and ending with developments that we will probably only feel in a few years. This also gives us an order of priority for responding to these developments.