Marketers Must Learn to Anticipate Content Trends

Every company, regardless of size, knows they must advertise if they are to grow. Yet with all the money that is being spent, it is increasingly difficult to get your message to the right audience. This is where it pays to be anticipatory. Using the systemic method outlined in my Anticipatory Organization Model, you can ready your organization for the disruptive transformations ahead.

Do you remember when MTV was the best way to get in front of the teen and young adult audience? Once mobile technology became popular, it didn’t take long for that age group to be on the move.

In no time, videos were streaming on iTunes. Though teens continued to watch, viewership dropped. Then came instant messaging, followed by social media. For a time, Facebook gave advertisers their niche audience of young consumers congregated in one place.

That is until Snapchat and Instagram came along.

To add to the challenges of the last couple of decades, smart speakers are now in about one-quarter of U.S. homes, and podcasts are gaining popularity. In fact, about 50 percent of households now say they listen to podcasts, with a majority of them joining the trend in just the last three years.

According to whypodcasts.org, 38 percent of listeners are age 18-34, and 64 percent listen on their smartphones.

What’s Next in Target Marketing?

As technology-driven change changes direction, it is easier, and far more profitable, to change direction with it. “It’s easier to ride a horse in the direction it is going.” That’s what my grandfather told me as a little boy working with him on his farm in Texas.

Every company, regardless of size, knows they must advertise if they are to grow. Yet with all the money that is being spent, it is increasingly difficult to get your message to the right audience.

This is where it pays to be anticipatory. Using the systemic method outlined in my Anticipatory Organization Model, you can ready your organization for the disruptive transformations ahead.

Three Hard Trends and Two Tech Trends to Watch

In my work as a technology and business futurist, I have found the most effective way to approach becoming an AO is to focus on demographics, government regulations, and technology. In addition, it is always good to know which consumer technology trends will stick around. I call these Hard Trends (as opposed to Soft Trends, which may come and go).

  • Demographics drive opportunity. There are nearly 80 billion baby boomers in the United States. Not a single one is getting any younger—a definite Hard Trend.

  • Government regulation is a constant. As a general rule, will there be more or less government regulation in the future? Of course, there will be more, and that’s true regardless of the industry or organization. That’s also a Hard Trend.

  • Technology will continue to grow. From the ever-increasing functional capabilities of our smartphones to the growing use of 3D printing, technology is inevitably going to become more functional, more sophisticated, and more widespread. That’s another definite Hard Trend.

  • Multi-layered media is here to stay. According to research, our attention spans are shorter than ever, and consumers demand instant gratification and quick fixes—not a litany of product features and benefits.

Today, content channels such as social media, Apple Watch, and Google Home provide the perfect vehicles for interactivity at any time, in any place, and with any person.

  • Consumer attention is likely to stay at a premium. At least for the foreseeable future, multi-layered media is here to stay. Consumer attention remains at a premium.

Advertisers know the harsh reality: Running an ad on a major television network and supplementing it with web banner ads is no longer a guarantee of reaching the audience.

If you use my Hard Trends Methodology to look ahead to the future of marketing, you’ll be able to anticipate the fast-moving innovations to come. New devices are likely to be developed, and their connectivity doesn’t show signs of slowing any time soon.

Learn to be anticipatory—start with my book, the Anticipatory Organization, available on Amazon.com.

Unboxing the Mind

person holding black and orange typewriter

Formulating any type of content takes time. Understanding the context, jotting down the first thoughts, research work, and finally framing it on paper is a process undertaken probably by every content creator. Of course for some step four can come before step two, but we all revolve around the above mentioned four standard procedures.

However, when I moved from writing core journalism pieces (straight news, editorial articles) to creating marketing content for a brand, I realized that there is a crucial factor which was needed to be addressed before starting to operate on the four standard procedures. That is, unboxing the mind and keep yourself open to writing on a wide variety of content. My journey in content creation has seen a similar trend which I intend to share with you.

My first experience of writing published content was on sports websites. I love football, and I enjoyed writing about it. Analysis of players, football matches was my cup of tea. As my articles were getting published I thought they were quite good and I saw myself only as a football writer. I did journalism in my Masters with the idea that to be a sports journalist covering just football. While there was nothing wrong in what I wanted to pursue, I shut my mind towards creating or even thinking about content in any other category. In short, I boxed myself.

Post my Masters; I took up journalism on a freelance basis in different places. These experiences forced me to step out of my box and write about topics which I never thought I could and more importantly never wanted to. Topics such as politics, crime, culture, society were never on my plate, or instead, I never allowed them to be on my plate as a writer. However, as I started to write on such worldly issues, I realized that to be a journalist (or content creator in general), I can’t bind myself around one particular beat.

Delving in marketing content has been the biggest challenge until now. Not only because I am writing content for a healthcare organization, something about which I was highly skeptical, but also because marketing content is aimed towards pulling target customers to your brand. My current employment is where I had to completely shed my barrier regarding what type of content I wished to write. This was a category where I entered with zero knowledge and where I had to create engaging content for an industry is not the most marketable.

I am new to marketing content and even in the field of marketing as such, but suffice to say that I am quite confident about my work. Throughout my journey till now, I understood that there is no “wish” or “want” if you want to be a content creator. It is about taking off the shackles and take an interest in whatever comes your way.

If one wants to become a content creator, then they must love “content” in totality and not only specific categories. Unbox the mind and then see the wonders you create for yourself.

Web Content Management Market Expected to Reach $13.0 Billion by 2024

Global web content management market is predicted to grow at 14.7% CAGR during the forecast period with the market size reaching USD 13.0 billion by 2024. The major factor fuelling the growth of the market include increasing adoption of digital marketing by different industry verticals, increasing focus on customer engagement solutions, technological advancements, increasing adoption of web-based business solutions, and implementation of multi-channel customer engagement solutions.

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Geographically, North America is the largest web content management market, due to the developed information and communication technology industry, presence of large number of web content provider and competition among them, high reliance on digital marketing solutions. Moreover, the internet penetration rate and number of smart phone users is very high in the region which provides companies to exploit business opportunities through online customer engagement.

Asia-Pacific web content management market is anticipated to grow at the fastest CAGR during the forecast period. The large consumer base, increasing internet penetration, increasing number of smart phone users are the key factors leading to the fastest growth of the market in the region. Also, developing IT industry in the emerging economies such as India, and Philippines is creating the suitable business environment for the content management service providers.

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Market players in the web content management industry are focusing on digital marketing solutions, strengthening B2C relationship, and use of artificial intelligence and automation for catering to the demand of consumers. Oracle Corporation, Microsoft Corporation, Opentext Corporation, Adobe Systems Incorporated, E-Spirit AG, Aquia, Inc., Sitecore Corporation A/S, SDL PLC, IBM Corporation, Rackspace Hosting Incorporation, Crownpeak Technology, and Episerver, Inc. are some of the key players offering solutions in Web Content Management industry.

Global Web Content Management Market Coverage

Type Insight and Forecast 2014-2024

  • Solution
    • Web Experience Management
    • Digital Marketing Content Management
    • Content Analytics
    • Digital Asset Management Integration
    • Web Creation and Edit Tools
    • Mobile and Social Media Content Management
    • Service
      • Implementation, Training & Support
      • Consulting

Organization Size Insight and Forecast 2014-2024

  • Small and Medium Enterprises
  • Large Enterprises

Deployment Type Insight and Forecast 2014-2024

  • On-Premise
  • Cloud

Industry Insight and Forecast 2014-2024

  • Government
  • BFSI
  • Retail & Consumer Goods
  • Education
  • Telecom & IT
  • Media & Entertainment
  • Travel & Hospitality
  • Healthcare
  • Others

Geographical Segmentation

Web content management Market by Region

North America

  • U.S.
  • Canada

Europe

  • Germany
  • Russia
  • France
  • Rest of Europe

Asia-Pacific

  • China
  • India
  • Japan
  • Rest of Asia-Pacific

Latin America

  • Brazil
  • Rest of Latin America

Middle East & Africa (MEA)

  • Egypt
  • Saudi Arabia
  • Rest of MEA

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