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Page 1: The Top Trends in Marketing in 2017

2017

MARKETINGPREDICTIONS

Page 2: The Top Trends in Marketing in 2017

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

Page 3: The Top Trends in Marketing in 2017

01

CUSTOMEREXPERIENCE

Page 4: The Top Trends in Marketing in 2017

— 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.”

Page 5: The Top Trends in Marketing in 2017

— 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.”

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VIDEO

Page 7: The Top Trends in Marketing in 2017

(SOURCE: INVODO, 2016)

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

Page 8: The Top Trends in Marketing in 2017

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

43% OF CONSUMERS WANT MORE VIDEO CONTENT IN 2017.

Page 9: The Top Trends in Marketing 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.”

Page 10: The Top Trends in Marketing in 2017

— 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.”

Page 11: The Top Trends in Marketing in 2017

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

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

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ACCOUNT-BASEDMARKETING

Page 13: The Top Trends in Marketing in 2017

“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

Page 14: The Top Trends in Marketing in 2017

— 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.”

Page 15: The Top Trends in Marketing in 2017

— 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.”

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MARKETING AUTOMATION & CONTENT

PERSONALIZATION

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(SOURCE: DIGITAL MARKE TER , 2016)

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

Page 18: The Top Trends in Marketing in 2017

(SOURCE: DIGITAL MARKE TER , 2016)

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

Page 19: The Top Trends in Marketing in 2017

— 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.”

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STORYTELLING & CHAMPIONING IDEAS

Page 21: The Top Trends in Marketing in 2017

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

“THERE’S 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.”

Page 22: The Top Trends in Marketing in 2017

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

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

Page 23: The Top Trends in Marketing in 2017

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

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

Page 24: The Top Trends in Marketing in 2017

2017

MARKETINGPREDICTIONS


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