Tuesday, January 10, 2017
Ready to Ride 2017 Marketing Trends to Success?
As businesses and nonprofits begin to maneuver through 2017 with their marketing roadmaps, it's a good idea to make sure those plans account for any landscape-altering trends ahead. A recent article by Forbes magazine's CMO Network contributor Daniel Newman, a principal analyst of Futurum Research and CEO of Broadsuite Media Group, outlined the top 10 trends that he sees driving marketing efforts this year. Here are six of his trend predictions that we can see applying to our direct and database marketing clients: 1) a drive for more effective measurement that ties results, including in social media, back to basic business objectives such as profit and customer retention; 2) a greater reliance on marketing technologies and data scientists to support data-driven marketing and integrate strategies, content and customer data across channels, whether that requires an internal chief marketing technologist or outsourcing; 3) prioritized personalization, from ensuring touch points are targeted and individualized to more streamlined, responsive purchasing processes; 4) a surge in the amount and quality of video content, as video, visuals and augmented reality become basic to digital promotion; 5) not only greater use of social media marketing but a shift from generic content messaging to personalized, front-line marketing of sales and services; and 6) a new focus on "right-time marketing instead of real-time marketing," going beyond contact opportunities to using data to isolate the right moment to connect with consumers on the right channel. For all of Newman's 2017 trend insights, read his article at http://www.forbes.com/sites/danielnewman/2016/10/18/the-top-10-trends-driving-marketing-in-2017/#2a1c5e797581