2015: The Year in Social Collaboration and a Look Ahead – Marketing Edition

In our previous post, Jive’s Vice President of Security, David Cook, and Vice President of IT, Mike Westlund, told you how security was one of the main challenges in 2015 and poised to become an “IT nightmare” in 2016.

This time out, Jive’s Senior Director of Product Marketing, Kim Celestre, looks back at the unmet expectations for marketing organizations this past year and foresees an even tougher road ahead in 2016.

“In 2015, there was a HUGE anticipation of the marketing organization to finally crack the code with big data and analytics, but as an industry, there’s still a long way to go,” Kim says. That’s because marketing organizations lack the sophisticated technology and professional skill sets needed to comprehend all of the information. “Big data is simply not cultivated in a meaningful, contextual way,” she says.

…brands will activate their customers and employees to freely create content on the business’ behalf.

Senior Director of Product Marketing, Kim Celestre

Kim predicts that user-generated content (UGC) will surpass branded content in 2016

“It’s been proven time and time again that UGC (such as reviews, etc.) garner public trust.” She expects that branded content will become increasingly more difficult to create as resources for marketing organizations continue to dwindle. “Ultimately,” she says, “brands will activate their customers and employees to freely create content on the business’ behalf.”

Do you agree or disagree with Kim’s thoughts around big data and her predictions about UGC for 2016? Tell us in the Jive community.

Tune your sensory perceptions in next time when we talk HR and People with Jive’s Senior Director of Product Marketing, John Schneider.

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