If 2016 is anything like every other year, your news feed in the new year will start off with tweets, posts and articles about trends in communication for the coming year. But for all the buzz on the upcoming trends, you won’t be participating in rolling out these strategies if you don’t start your planning right now. So, how can you prepare your organization now to be ahead of the trends in 2016?
If you take some time now, you can avoid an awkward moment in the boardroom next March when the chief marketing officer asks, “What is your strategy for this new wearable social network thing that our customers seem to love?” Let’s look at the basic structure of the trends for 2016 and see what we can do to prepare to act, or react, as quickly as possible.
A new CDO or CXO will shake things up
According to Gartner, 25% of large, global enterprises will have a chief data officer (CDO) in place by the end of 2015. Some companies might have a chief experience officer (CXO) instead. The addition of these roles was a trend in 2015 that will affect your day-to-day operations in 2016. More focus will be on customer experience than before. This means that the CDO will be trying to improve communication, and most likely, she or he will be asking you for data to back up your recommendations. As a result, you need to think about how you are tracking the creation and performance of your communications. The CDO will probably want instant performance statistics on all customer communications.
New metrics for every communication project
Today, we measure things like open rates, click-through, response rates, cost per communication and other critical key performance indicators (KPIs)....
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