It’s officially the season of joy, gratitude and holiday spirit, and with this time often comes self-reflection, including thinking about our hopes and dreams for the year ahead. I’ve heard from a lot of people that 2016 wasn’t the best year for them, but I feel fortunate to say this year was one of my best—and it’s been a great year to work at AKHIA.

As I close out my sixth year here, I can’t help but think about the many changes we as an agency, and an industry, have gone through in the past and how our goals we’ve set have evolved throughout the years. It’s safe to say the marketing world is more complex than ever, and 2017 is sure to bring even more technologies, trends and information our way to continue keeping us on our toes. With that in mind, here are my wishes for our world in the new year:

Marketing that continues to go beyond marketing. Now more than ever before, we’re talking about the power of marketing to different company departments—HR, procurement, sales and customer service, to name a few. What this means is that marketing efforts are no longer siloed, making a bigger impact on sales, ROI and the bottom line. As more teams contribute to the success of marketing plans, the more those plans can be aligned back to the company’s business goals and help marketing managers prove the true value of what we do.

Respect for quality content. As content marketing evolves from an industry buzzword to a key way of shaping marketing and business plans, we as marketers have learned to pay respect to content and use it appropriately in our efforts. Though we’re inundated with content every day, I’ve seen movement from junk content that is all about selling a product to information that is of true value to us as consumers. This is a trend I’d like to see continue through 2017.

Digital technologies that are used the right way. Now that we have more information on how to successfully integrate digital tactics into our marketing programs, taking that intel and using it to our advantage should be easier than ever. I always love reading about and seeing case studies from companies who are using their websites and other technologies in new, exciting and, most importantly, effective ways. This year it was augmented reality—shout out to Lowe’s Holoroom as an example—but for 2017? Only time will tell.

The room to be creative and experiment. With social media and digital forums in real time, we have more immediate data at our fingertips than ever before. Rewards far outweigh the risks (in most cases) when it comes to messaging and targeting experimentation. In 2017, let’s continue to challenge ourselves and our clients to get creative and daring with what we’re putting out there, measuring its effectiveness and flexing to find what resonates most with our key audiences.

Cheers to another great year, everyone!