The Five Marketing Trends CMOs Can No Longer Ignore In 2016


MarketingThese “hot trends” are no longer simple expectations– they’re here now, some professionals compete, and will just strengthen as practice in 2016. What are the hottest marketing trends right now, the ones that will only get hotter in 2016?

Jim Lecinski, VP Americas Client Solutions at Google, curated a list of the five top trends he is seeing from his vantage point, trends that will reinforce next year and beyond. He provided them to a room loaded with students, professors and fellow alumni of the University of Notre Dame at the current 2015 Notre Dame Marketing Partnership Fall Top– a networking occasion to determine collective projects and bridge the scholastic and practical worlds of marketing.

Lecinski identified the trends based upon these crucial requirements: They aid CMOs in their objective of driving growth; they are trends that are now huge enough to matter; they are pertinent throughout all industries; they are pertinent not simply in the United States but worldwide; and they are actionable– patterns CMOs shouldn’t simply be enjoying but acting upon now.

Underpinning the five patterns is the reality that mobile has fully changed consumer behavior and the consumer journey. “No longer is there a single long session where you ‘log on;’ rather, with mobile there are now many ‘micro minutes’ taking place throughout the day– brief bursts when you complete micro jobs on your phone towards a larger goal like getting a new vehicle,” he described, a topic Google has owned.

Here are the five patterns:

Product Digitization, IoT.

From Monopoly to thermometers to tennis racquets, daily products can find new life and connection in clever versions and upgrades. Smart houses, smart cars, clever lightbulbs– they all present unmatched brand-engagement opportunities from numerous angles. And according to recent reports, business like SAP are partnering to fortify IoT security as market reports show the IoT market experiencing “steady development momentum with an anticipated CAGR of 31.7 % throughout 2014– 2019.


It’s been the buzzword for a couple of years now, but the due date was the other day. And according to eMarketer, by 2017, when U.S. digital screen ad expenditure will reach $37.36 billion, Facebook and Twitter together will account for 33.7 % of the market, up from 30.2 % this year. By next year, mobile ad spending will account for almost a quarter of total media ad spending.

marketingVR and 360 Are Real.

Virtual reality, in reality, was tops on the minds of and common in conversations among CMOs participating in the recent Forbes CMO Summit: how to utilize it, what its impact will be, what chances exist. CMOs like Harman’s Ralph Santana, GM’s Tim Mahoney and Cree’s Betty Noonan supplied a summary of exactly what online marketers can expect in this location in the near future, and exactly what they’re doing now to prepare.

New Disruptive Competition.

This is all about the little taking on the big. Tough Davids removing Goliaths. Think Dollar Shave Club and Harry’s cutting into Gillette. And in today’s “collaborative economy,” competition originates from sharing services: Uber. Airbnb. Helpful. Postmates. According to Crowd Companies Founder Jeremiah Owyang, “involvement in the Collaborative Economy has actually grown by 25 percent in the past year alone. Majority of North Americans now get the services and products they need from each other, peer to peer, instead of purchasing from established corporations.”.

Rise of AdTech.

According to eMarketer, next year in the United States programmatic will account for 2/3 of all digital display screen ad spending, or more than $21 billion. In 2014, eMarketer expert Lauren Fisher was estimated as stating, “Programmatic marketing has gotten a lot of buzz in the last 12 to 24 months, however it’s finally reasonable to say that today, holdouts on participation are showing the exception, not the norm.

Lots of CMOs are in the procedure of wrapping up 2016 marketing plans, and as such, they require to be asking themselves the following concerns, according to Lecinski: Are we digitizing our items? Thinking mobile?

“It’s not too late to be early,” he stated.