The world has gone digital. People can either choose to accept this fact or to try their best ignore it. But numbers don’t lie: over 2 billion smartphones already activated, 1.2 billion + Facebook users, 500 + million Tweeters, Linked In is exploding, and we are seeing large increases in digital marketing budgets. The verdict is that many organizations recognize the power of digital outreach. Research continues to show drastic increases in the number of people who prefer to do business in the digital realm. In order to be effective, leaders must embrace this new landscape and leverage both its reach and potential to remain viable.

Here are 4 trends will be the hottest in 2016:

Content – If you don’t understand how important fresh, relevant, and informative content is, you haven’t been paying attention. Great content must be rendered in a consistent manner. Consumers love content that will help make their lives easier and better. The sales will come if outstanding content comes first.

Data –Marketers must be more systematic and targeted when reaching out to consumers.   Their responsibilities include adding to the bottom line of their organizations. Leaders must ensure that they have hired people with the proper skill sets to get the job done. If the people responsible for digital outreach aren’t trained, you must train them. Or you have to reach out and hire people with the requisite knowledge and experience. It’s as simple as that. There are no shortcuts.

Your outreach discussions must move from ‘let’s design a postcard’ to ‘what is our target market, what do they want, and what is the best way to provide what they want to them using the data that we have?’

Sharing – search engines like Google are constantly creating new algorithms to reward businesses with better SEO (Search Engine Optimization) when their content is shared using social media. Encourage your followers, friends, etc. to share the content that you are providing. The “share” button is great but perhaps you want to take it up a notch – run contests based on the sharing of your content, track the number of shares and design outreach programs to create more awareness and momentum. Leaders – take the first step and make sure that you are sharing your organization’s content – share it massively! Be proud of your content and let people know about it!

Mobile Marketing – the tools are out there but marketing via mobile channels is still not being used to its full potential. Over 2 billion smartphones, people! All of your content must be accessible by mobile devices. If it’s not – you will lose opportunities. Are you using your credit union’s mobile applications to push out relevant content and information? If not, leaders need to start a discussion on this very topic right now.

What are you doing to leverage the marketplace’s affinity for all things digital? I look forward to your comments!