Predictions for marketers and brand managers in 2016

The crystal ball has been de-smudged. Let’s take a look at emerging trends for the year ahead.

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The start of a year means a new slate of predictions.

We were pleased with how the last two years of predictions turned out. (See our prognostications for 2014 and 2015.)

Here are some key things we expect to see in 2016:

1. Networks and advertisers will realize engagement is key. Though some measurement organizations continue to opine about the value of measuring conversation on Twitter and Facebook and how that affects TV/advertisers, 2016 will mark the year when networks and advertisers wise up to the fact that most people don’t talk on social media.

So, if you’re measuring talk, you’re missing the big picture. Focus will turn to measurement of “engagement” more broadly defined to analyze and measure the signals that all users of social media actually do, not just the hyperactive users who represent the majority of content on everyone’s feeds. In our view, conversation is just a subset of engagement.

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