New York, NY – This report could be subtitled: wow, we can do that?! In 2016, the possibilities for marketers are huge – and, the expectations are even greater.
It seems that every brand is talking about one big idea: leveraging data and analytics to deliver more, more relevant content to consumers and professionals both across their screens and in real life.
Drilling deeper in, the trends reveal a sophisticated new marketing landscape:
In 2016, the machines that united the fragmented digital advertising space are adding new formats, new buying models and new channels to become the darlings of the marketing suite. But that won’t quell the big new anxiety in the there: automated ad avoidance.
Content marketing plans will include expiration dates, become more global and more responsive. Brands will create more picture-worthy experiences in the real world and embrace a vertical view in the digital one. New purchase intent models will replace demographic targeting. And, brands? They’re going to be taking some big stands for their customers. Look for them to be more empathetic, more provocative and even more political in the year to come.
Together the eight trends in this report point to the new best practices in communications and marketing. They show us the brands that are consistently outperforming and the gap between those leaping ahead and those left behind. And, you get them first. Download the full report here.
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
