A series of good conversations at SXSW and over the last two months has led me to believe that narrowing our focus will be the most effective tactic in digital marketing in 2015.
"...the insights that apply to one field ultimately boil down to the same solution for an old problem. Content is dead. Not because Content isn't important - but because we use it wrong. We're not willing to take a chance and personalize our content, which means that we design/create awesome and not so awesome stuff that really only titillates marketers."
We're drowning in content and analytics - and the amount of waste in the pipeline for most lead generation is astounding. Efficiency is gained creating steps in our marketing, which isn't that much different than the old social "influencer," model, but the new data capabilities should bring us actual influencers rather than the internet celebrity we've used as shorthand for 8 years.
The words I hear are "end-to-end marketing," with the shorthand being "business experience." Clearly, the best marketers have an eye on operations on sales, and that experience leads us to the Grand Unified Theory.
It's the old B2B mantra - give me 20 leads that will close instead of 20 million. The methods are the same, but the focus is different (if you don't believe me, ask a B2B strategist to run a 20 MM impression campaign, and watch their expression of horror).
So the next big thing, is not "personalization" it's turning our focus from "the market" to digestible wins based on smaller groups. I'll make an image later.