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The Top Trends in Marketing in 2017

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  • 2017

    MARKETINGPREDICTIONS

  • RYANN GREVEChief Marketing Officer

    PATRICK SMITHExecutive Director,

    Target Activation Group

    JULIA HAASSenior Architect

    JORDAN STEINERTSocial Media Team Leader

    MIKE FREDRICKExecutive Creative Director

    AUDRA JACOBSPublic Relations Group Leader

    THE EXPERTS

  • 01

    CUSTOMEREXPERIENCE

  • RYA N N GR EV E, CHIEF M A R KETING OFFICER

    WHILE CUSTOMER EXPERIENCE IS NOT A NEW CONCEPT, NOW WE HAVE THE TECHNOLOGY TO TRULY INFORM, ENABLE AND EMPOWER A CUSTOMER-EXPERIENCE-DRIVEN BRAND AND BUSINESS.

  • MIKE FR EDRICK, EXECUTI V E CR EATI V E DIR ECTOR

    AS GOOD UX BECOMES THE NORM, COMPANIES ARE EXPANDING INTO FULL CX TO DIFFERENTIATE.

  • 02

    VIDEO

  • (SOURCE: INVODO, 2016)

    PEOPLE WHO WATCH A VIDEO ARE 1.8 TIMES MORE LIKELY TO PURCHASE.

  • (SOURCE: HUBSPOT CONSUMER BEHAV IOR SURVE Y, 2016)

    43% OF CONSUMERS WANT MORE VIDEO CONTENT IN 2017.

  • JOR DA N STEINERT, SOCIA L MEDIA TEA M LEA DER

    LIVE VIDEO BUILDS RAPPORT WITH CUSTOMERS IN THE MOMENT, OFFERING REAL-TIME ENGAGEMENT AND FEEDBACK.

  • JULIA H A AS, SENIOR A RCHITECT

    IN 2017, BRANDS WILL BECOME MORE HUMAN. VIDEO WILL BE KEY IN SHOWCASING THE HUMAN SIDE AND POINT OF VIEW OF B2B COMPANIES.

  • MIKE FR EDRICK, EXECUTI V E CR EATI V E DIR ECTOR

    VIDEO IS GETTING BIGGER AND BIGGER. PHOTOS ARE YESTERDAY; VIDEOS ARE TODAY.

  • 03

    ACCOUNT-BASEDMARKETING

  • ACCOUNT-BASED MARKETING SYNCS SALES AND MARKETING WITH AN AGILE APPROACH TO PLANNING, IMPLEMENTATION AND OPTIMIZATION.

    PATRICK SMITH, EXECUTI V E DIR ECTOR, TA RGET ACTI VATION GROUP

  • JULIA H A AS, SENIOR A RCHITECT

    THE NUMBER OF DECISION-MAKERS IN A B2B ORGANIZATION IS RISING, AND MARKETERS NEED TO ALIGN WITH SALES TEAMS TO REACH ALL THE DECISION-MAKERS, NOT JUST THE ONE INTERACTING WITH SALES.

  • PATRICK SMITH, EXECUTI V E DIR ECTOR, TA RGET ACTI VATION GROUP

    ACCOUNT-BASED MARKETING IS NOT A SILVER BULLET. IT IS A STRATEGY THAT CAN BE USED IN WHOLE OR PART TO REACH AND INFLUENCE MULTIPLE AUDIENCES WITHIN A FINITE SET OF ACCOUNT TARGETS.

  • 04

    MARKETING AUTOMATION & CONTENT

    PERSONALIZATION

  • (SOURCE: DIGITAL MARKE TER , 2016)

    69% OF B2B BUYERS SAY THE MOST INFLUENTIAL ASPECT OF A COMPANYS ONLINE PRESENCE IS PERSONALIZED CONTENT.

  • (SOURCE: DIGITAL MARKE TER , 2016)

    88% OF MARKETERS SAY THEY PLAN TO ADD CONTENT PERSONALIZATION TO THEIR OBJECTIVES AND PLANS.

  • JOR DA N STEINERT, SOCIA L MEDIA TEA M LEA DER

    AUTOMATION IS POWERFUL. CONTENT PERSONALIZATION IS COMING TO SOCIAL MEDIA PREPARE FOR THE CHANGE.

  • 05

    STORYTELLING & CHAMPIONING IDEAS

  • MIKE FR EDRICK, EXECUTI V E CR EATI V E DIR ECTOR

    THERES AN OVERPROLIFERATION OF CONTENT, SO STORYTELLING IS ONE OF THE BEST WAYS TO DIFFERENTIATE AND AGGREGATE. THIS REQUIRES ADVERTISERS TO CREATE MORE COMPELLING CONTENT AROUND STORIES.

  • MIKE FR EDRICK, EXECUTI V E CR EATI V E DIR ECTOR

    USING TECH FOR TECHS SAKE IS BECOMING TOO COMMODITIZED AND UNDIFFERENTIATED. SO, THE IDEA IS BECOMING KING AGAIN. THE BEST IDEA ALWAYS WINS.

  • AUDR A JACOBS, PUBLIC R EL ATIONS GROUP LEA DER

    TODAY, COMPANIES NEED CONTENT TO BE ABOUT MORE THAN A PRODUCTS FEATURES AND BENEFITS. THEY NEED A STORY ABOUT A PRODUCT OR SERVICE THAT CONNECTS WITH THEIR AUDIENCE ON A LOGICAL AND EMOTIONAL LEVEL.

  • 2017

    MARKETINGPREDICTIONS

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