The arrival of the new year prompts consideration of trends and which “new thing” might be best to incorporate in various business strategies. Marketing tactics are no exception.
It is important to evaluate trends so you don’t simply fall in line with your competitors’ approaches—their target consumer demographics, desirable outcomes, and budgets likely differ.
“Predictions are an inherently risky business so we cannot fault people for getting some wrong,” notes gartner.com. “But we can fault them if they fail to fully test their predictions or promote them with ulterior motives.”
Marketers sometimes adopt trends lacking knowledge of “nuances and hard work required for success,” Gartner says. The temptation is to pursue fads with a sense of urgency to avoid missing out.
Gartner suggests marketers evaluate trends with three questions in mind to help gauge brand relevancy:
1. Why will your audience care? Know the consumer needs a marketing strategy will address. A tactic might be fun, or you might be first to market with it, but that does not equal effectiveness.
2. Know how to measure changes in consumer behavior. What is the best way to evaluate business results of an innovative strategy?
3. Can your brand support the initiative? Do you have the required knowledge, data, technology systems, and other resources to lessen risk and improve likelihood of success?
This week, think about marketing trends for 2017. Determine what might—and might not—work for you.
‘When you start with what’s at stake for the buyer, you earn the right to their attention.’ --Jake Sorofman, CMO and industry analyst
A look at what’s ahead for marketing budgets is a good place to start in evaluating tactics. What’s the spend?
“Some 70% of senior executives say they expect to spend more money on marketing technology in 2017 than they did in 2016,” notes MarketingProfs.
Thirty-two percent will note expenditures of 1% to 10% above the marketing technology spend in 2016. Those who will spend beyond an additional 10% comprise 38% of survey respondents.
The Data & Marketing Association outlines “7 Trends that Should Shape Your 2017 Marketing Budget.” A look at emerging technologies might help you allocate funds within the marketing budget.
‘The key is, no matter what story you tell, make your buyer the hero.’ --Chris Brogan, author
In continued exploration of mobile’s influence, learn about ”5 Mobile Tactics to Increase Sales Productivity” as identified by chiefmarketer.com.
Five ways to leverage mobile to your advantage in sales:
A MarketingProfs article explains why marketing automation is so important. About 55% of business to business corporations use marketing automation, and 91% of those finding good result report automation “very important” in cross-channel marketing efforts.
Automation can help marketers because technology can be an effective retention tool and provide the ability to solicit input and advocacy from consumers. Integration is key as CRM communicates with entities like social media and webinar platforms.
Further, marketing programs can be built “with stories in mind” as automation facilitates storytelling for prospects, and mobile can be optimized.
‘Increasingly, the mass marketing is turning into a mass of niches.’ –Chris Anderson, entrepreneur
According to qualifiedcommunications.com, communication is evolving, and the firm “dug into the data to pinpoint the trends that defined leadership communication in 2016—and point the way to 2017.”
Messaging is an important part of creating an aura of leadership and trust for your organization. Five considerations for communication of content:
Strategic advising group Convince & Convert pose “5 Content Marketing Predictions for 2017.” It says content marketing will evolve in the following ways:
‘Content is the atomic particle of all digital marketing.’ --Rebecca Lieb, author
To sum it all up, Forbes provides a lot to think about in trend evaluation. Read about “17 Marketing Trends To Watch Out For In 2017.”
The article reiterates some of the aforementioned progressions. But consider also important issues like interactive content, influencer marketing, chat bots, purpose-driven marketing, and the internet of things.
No matter what marketing trends are prominent, consider them judiciously against your budget, consumer needs, and your desired outcomes.
Innovations in marketing plans and strategies for 2017 will be influenced by technology, but don’t forget the importance of instilling trust.
Maintaining engagement is critical.
Know what methods work best for your intended audience, and set your own trends from there.