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5 Marketing Disruptions to Anticipate in 2016

5 Marketing Disruptions to Anticipate in 2016

Be prepared, this year is not going to be a boring one for us marketers!

Episodic content

Considered a “must-have” in 2016, episodic content must be included in your plans for this year. In TV advertising, we’ve begun to see some brands using this concept in their advertisements, such as the ‘Margot vs Lily’ challenge by Nike.

Marketing experts recognise that episodic content has a long lasting impact on the reader’s mind. You break your content into small parts and keep telling a story that people will follow. That’s what makes episodic content so attractive to your audience. Short videos catch the public’s attention because we are all curious and are fans of suspense. They trigger emotional reactions and leave the viewer craving to know what happens next. In 2016, you’ll need to play more with the effect of suspense on your readership.

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Internet of Things

According to a Juniper Research study, the smart wearables market could generate $53 billion hardware revenues by 2019. This represented only $4.5 billion in 2014. Dubbed the next Industrial Revolution, the trend towards the Internet of Things (IoT) is on the rise and should be swiftly integrated into your marketing campaigns.

Today more than 40% of consumers are ready to buy wearable technology like smart watches, connected health devices, or smart glasses. IoT will change how consumers interact with the physical world. And as marketers we’ll definitely need to integrate these connected objects into our projects for 2016.

Mobile marketing

In 2015, we saw a continued and strong growth in mobile use, so predictably this will continue to grow in 2016. Mobile marketing includes a large number of methods such as mobile advertising, mobile videos, mobile payments, and many more.

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As marketers we need to understand where to focus our energy. Mobile is not about your product or your service; it is about reaching your prospects, customers, and audiences and doing this where, when, and in the way in which they want to interact with you. Today there are 2.6 billion smartphone subscriptions globally, and by 2020 there will be 6.1 billion smartphone users. Besides, 75% of Internet users had gone online via a mobile device by the end of 2015.

So if you still had any doubts about integrating Mobile marketing into your 2016 projects, now there’s no excuse!

Marketing automation

Marketing automation refers to software and applications that exist with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, media monitoring, social media interactions, paid campaigns, and other website actions. The technology of marketing automation makes these tasks easier.

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A report shows that 98% of prospective small business buyers were looking to adopt marketing automation software for the first time in 2015. It’s clear that the interest in marketing automation software is growing.

If you’re in marketing and haven’t tried automation for your campaigns (think of applications like Hubspot or Buffer), then you are missing out on the amazing benefits a system like these ones can bring you. And bear in mind that many of your competitors might already be using marketing automation!

Digital transformation

Digital transformation is the natural follow-on to marketing automation. To stay efficient and productive, marketing teams need to move from digital “silos” to integrated teams. Many companies have already acknowledged that they need to use software that help them work smarter, faster, and better. So why not you too? They are many ways to take advantage of new technologies in order to make your team more productive and improve your team communication, for example, by synchronising everyone in one application, or in managing and storing your documents online with Dropbox.

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These are the top 5 trends that I think are going to really matter for 2016, but there are many other things to look out for. The different projects to connect Africa to the Internet, the rise in adblockers and new ways to work around it, and much, much more. Let me know if you have any other big marketing trends for the year to come!

Featured photo credit: unsplach via unsplash.com

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Last Updated on March 29, 2021

5 Types of Horrible Bosses and How to Beat Them All

5 Types of Horrible Bosses and How to Beat Them All

When I left university I took a job immediately, I had been lucky as I had spent a year earning almost nothing as an intern so I was offered a role. On my first day I found that I had not been allocated a desk, there was no one to greet me so I was left for some hours ignored. I happened to snipe about this to another employee at the coffee machine two things happened. The first was that the person I had complained to was my new manager’s wife, and the second was, in his own words, ‘that he would come down on me like a ton of bricks if I crossed him…’

What a great start to a job! I had moved to a new city, and had been at work for less than a morning when I had my first run in with the first style of bad manager. I didn’t stay long enough to find out what Mr Agressive would do next. Bad managers are a major issue. Research from Approved Index shows that more than four in ten employees (42%) state that they have previously quit a job because of a bad manager.

The Dream Type Of Manager

My best manager was a total opposite. A man who had been the head of the UK tax system and was working his retirement running a company I was a very junior and green employee for. I made a stupid mistake, one which cost a lot of time and money and I felt I was going to be sacked without doubt.

I was nervous, beating myself up about what I had done, what would happen. At the end of the day I was called to his office, he had made me wait and I had spent that day talking to other employees, trying to understand where I had gone wrong. It had been a simple mistyped line of code which sent a massive print job out totally wrong. I learn how I should have done it and I fretted.

My boss asked me to step into his office, he asked me to sit down. “Do you know what you did?” I babbled, yes, I had been stupid, I had not double-checked or asked for advice when I was doing something I had not really understood. It was totally my fault. He paused. “Will you do that again?” Of course I told him I would not, I would always double check, ask for help and not try to be so clever when I was not!

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“Okay…”

That was it. I paused and asked, should I clear my desk. He smiled. “You have learnt a valuable lesson, I can be sure that you will never make a mistake like that again. Why would I want to get rid of an employee who knows that?”

I stayed with that company for many years, the way I was treated was a real object lesson in good management. Sadly, far too many poor managers exist out there.

The Complete Catalogue of Bad Managers

The Bully

My first boss fitted into the classic bully class. This is so often the ‘old school’ management by power style. I encountered this style again in the retail sector where one manager felt the only way to get the best from staff was to bawl and yell.

However, like so many bullies you will often find that this can be someone who either knows no better or is under stress and they are themselves running scared of the situation they have found themselves in.

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The Invisible Boss

This can either present itself as management from afar (usually the golf course or ‘important meetings) or just a boss who is too busy being important to deal with their staff.

It can feel refreshing as you will often have almost total freedom with your manager taking little or no interest in your activities, however you will soon find that you also lack the support that a good manager will provide. Without direction you may feel you are doing well just to find that you are not delivering against expectations you were not told about and suddenly it is all your fault.

The Micro Manager

The frustration of having a manager who feels the need to be involved in everything you do. The polar opposite to the Invisible Boss you will feel that there is no trust in your work as they will want to meddle in everything you do.

Dealing with the micro-manager can be difficult. Often their management style comes from their own insecurity. You can try confronting them, tell them that you can do your job however in many cases this will not succeed and can in fact make things worse.

The Over Promoted Boss

The Over promoted boss categorises someone who has no idea. They have found themselves in a management position through service, family or some corporate mystery. They are people who are not only highly unqualified to be managers they will generally be unable to do even your job.

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You can find yourself persistently frustrated by the situation you are in, however it can seem impossible to get out without handing over your resignation.

The Credit Stealer

The credit stealer is the boss who will never publically acknowledge the work you do. You will put in the extra hours working on a project and you know that, in the ‘big meeting’ it will be your credit stealing boss who will take all of the credit!

Again it is demoralising, you see all of the credit for your labour being stolen and this can often lead to good employees looking for new careers.

3 Essential Ways to Work (Cope) with Bad Managers

Whatever type of bad boss you have there are certain things that you can do to ensure that you get the recognition and protection you require to not only remain sane but to also build your career.

1. Keep evidence

Whether it is incidents with the bully or examples of projects you have completed with the credit stealer you will always be well served to keep notes and supporting evidence for projects you are working on.

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Buy your own notebook and ensure that you are always making notes, it becomes a habit and a very useful one as you have a constant reminder as well as somewhere to explore ideas.

Importantly, if you do have to go to HR or stand-up for yourself you will have clear records! Also, don’t always trust that corporate servers or emails will always be available or not tampered with. Keep your own content.

2. Hold regular meetings

Ensure that you make time for regular meetings with your boss. This is especially useful for the over-promoted or the invisible boss to allow you to ‘manage upwards’. Take charge where you can to set your objectives and use these meetings to set clear objectives and document the status of your work.

3. Stand your ground, but be ready to jump…

Remember that you don’t have to put up with poor management. If you have issues you should face them with your boss, maybe they do not know that they are coming across in a bad way.

However, be ready to recognise if the situation is not going to change. If that is the case, keep your head down and get working on polishing your CV! If it isn’t working, there will be something better out there for you!

Good luck!

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