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We’re already well into 2016 and it’s going to be a game changing year for all of us in the digital marketing industry. From where I sit, all of this fervor boils down to three key business topics that will hands down set the global chatter over the next 11 months.
Three things: conversion rate optimization (CRO), content personalization, and mobile apps. They’re all intrinsically tied but, at the same time, deserve their own dedicated conversations—and, together, have the potential to tremendously impact our businesses, especially now. Here’s what it comes down to.
Conversion Rate Optimization (CRO)
Yes, you probably already know what conversion rate optimization is—and, more likely than not, you’re dedicating at least some of your time and talent to CRO. So what’s the big deal about conversion in 2016? Lots.
My prediction? This is the year we take on more sophisticated conversion-driven projects and tactics. Our successes will be benchmarked not by moving people from A to B but, instead, by peering in from our comprehensive and highly data-driven vantage point, giving us a clear view of how, when, and why a conversion takes place—and, even, how we can do things a bit better next time. It sounds simple enough, but most brands just aren’t doing it. But this year, they will. And the benefits will help marketers elevate CRO to a strategic level. It’s that important.
Content Personalization
The CRO conversation naturally dovetails into topic #2: content personalization. Why? Because you aren’t personalizing that content to simply create this lovely consumer experience—you’re doing it because you’ve got a real conversion goal staring right back at you, right?
This year, I predict, there’s going to be a tremendous amount of focus on content and the role it plays in the overarching personalization conversation. Now it’s time to see how much more agile we can all become with that high value content—how much more responsive to consumer signals, how much more we can pivot and flex as data becomes readily available and, overall, how can start to liberate ourselves from traditional website constructs that have come to define our roles and the industry as a whole.
Mobile Apps
My final 2016 prediction? I’ve got huge expectations on the mobile app front. The last two years have been marked by a mass proliferation in the space including big investments, tons of attention, and enormous resource allocations from all corners of the industry. But, at the same time, there’s a tremendous amount of clutter clouding consumers’ decision making and, with it, their downloads.
I think we’re on the brink of an app revolution starting right now. If you’re an app stakeholder, it’s time you thought long and hard about what those platforms mean for your business. It’s crucial we understand what app engagement really means and, from there, how we monetize the high-value touchpoints yours represents. Then we’ll start monetizing—really, I’m confident we’re on the brink. And, as a result, in 2016 many of us will become razor-focused on app engagement and, increasingly, app optimization and personalization.
This is the year that will be defined by three key topics: (the new!) CRO, content personalization, and mobile app optimization. Not only are they a powerhouse trifecta—intertwined and, at the same time, each individual foundational pieces of the digital marketing spectrum—but they’re all, incidentally, at tipping points in their own separate evolutions.
This article originally appeared on Adobe’s Digital Marketing Blog
