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[Author: Cindy Feldman, 01.16 | Keywords: Marketing, Strategy]

More Isn’t Always Better

Social media isn’t going anywhere as people are consuming more online content than ever before. Just remember… More isn’t always better—sometimes more is just more. Instead of creating more “me too” content like everyone else and arbitrarily launching new presences on new social networks, work to get specific by creating better, more unique content — even if that ultimately means producing less content.

Video. Video. Video.

By 2020, 80% of the entire Internet consumption will be dominated by video. (Remember the ice bucket challenge?) I can’t be more clear when I suggest to use video in your marketing plan. Load video clips on your social pages, in sales presentations; shoot footage from a drone and wherever else you can conjure up a sound reason to use it. In fact, videos come up in Google searches far better than photos do.

Evolution of Social Advertising

Like the perennial trend of adopting a mobile-first mindset (you really need to do that by the way), it’s easy to nod along at the idea of new opportunities for social media advertising. But this year saw increased access to Instagram advertising, the launch of buyable pins on Pinterest, and expanded promotional features from giants Facebook and Twitter. Have you thoroughly reviewed these new opportunities? How can you amplify your social media message through paid advertising?

Strong Brands Still Rule

Take a moment at the beginning of the new year to audit who you are and what you stand for as a brand. Have you communicated this clearly internally? Make sure that you have a defined brand that shines through in print, electronic content and on social networks.


Yes. I’m flagging email on your watch list for 2016. Yes, I know this is not 2006. But the numbers don’t lie. Marketers report that email has consistently been delivering the strongest ROI year on year for the past decade. As you look to raise your email game don’t just focus on sending more email. Send better, more relevant email that your customers actually look forward to seeing in their inbox.

Wanted: Better Integration

It’s no secret that marketers have more on our plates than ever before, so the continual dilemma is figuring out better integration between online marketing and other traditional channels…in other words, how all of this fits together. If you’re going to invest your resources into a new marketing idea or social initiative, it’s crucial that you understand how it fits with the rest of your brand experience.

What Are YOUR Experts Saying?

These trends and tips represent my best advise on marketing considerations for 2016 but what do YOUR marketing experts think? Do you have one? Several?

Speaking of which! I’d like to create a network of equipment marketing professionals that would gather once or twice a year to collaborate and generate best practices within our equipment industry. If you have someone who you feel would be a perfect fit for this group or if you know someone who would like to learn more about this marketing effort, please have them send me an email at: cindyf@ineda.com.

What About YOU!

Digital and traditional marketing evolves more and more rapidly each year. As a smart marketer, you need to keep your eye on what’s ahead while not losing sight of what’s most important to you and your business…let me know how I can help!


About the Author

Cindy Feldman

For over three years, Cindy has managed marketing and communication efforts for the Association and Power Farming Shows through print, electronic and social media. Outside of work, Cindy can be found traveling, gardening, hunting for cool vintage finds, running, biking and hanging out with her dog, Jack.