Key Marketing Trends in 2017
- Kelly Hope Saltzman
- Mar 8, 2017
- 3 min read
In the world of marketing, knowing how to best target your audience is essential. Technology is quickly advancing in our ever shrinking world, and getting your brand noticed is the key to success. Even the best product on the market will never sell unless 1. consumers know what it is and 2. Consumers know to buy it: Hello marketing!
According to the IBM Marketing Cloud Report, in the last two years, internet users have created 90% of the data in the world. With emerging technologies, the growth rate is expected to continue to increase.
Where there is growth and change, there is opportunity. It's time to use technology to grow your business, this will be a trend in 2017.
Since new phones have quicker data and new sensors are emerging, everyone is becoming much, much more connected. This has so many benefits; it also causes issues for brands.
It takes a swipe on their phone for your customer to tell their entire network about an incredible brand experience; but they are just as quick at posting a terrible incident. Goodbye loyal consumer!
Even before developing a big marketing plan, managing an online conversation about your brand is extremely important for brand equity. Although it may sound daunting, having a customer-centric approach to your business will ease your online conversation management (see my post on e.l.f cosmetics).
When I wake up in the morning, I play with my puppy, check the news, and spend more time than I'd like to admit scrolling through Instagram. I am not alone in my attachment to my phone. Does this growing attachment effect marketers? Of course, If I am spending time staring at my phone, I am not staring at your advertising in the real world.
But does that mean online ad's are the best means to target me and my millennial community? NO!!!!!
A Nielsen report stated that consumers trust advertising 33%; they trust peer recommendations 90% of the time.
Here are some trends to best communicate with millennials about your brand:
Enter TREND # 1: Influencer Marketing - if you are their peer, they will trust you 90% more. According to Social Times, 70% of marketers are planning in either maintain their budget for influencer marketing, or increase it in the next 12 months. According to eMarketer, 84% of marketers have a plan to begin using influencer marketing in the next year.
hooold up - what is Influencer Marketing?
Essentially, brands will hire key individuals to create and promote brand content, typically on social media platforms. This spreads awareness of your brand using word of mouth, rather than traditional advertising. Consumers are more likely to purchase an item recommended by someone they follow on social media compared to an advertisement. This is what makes influencer marketing successful.
In 2017, we will see this strategy used in a more sophisticated manner. According to Amber Armstrong from IBM, marketers are taking a step back from controlling their brands message, and leaving it to the influencer. Influencers know how to speak to their audience better than anyone else (that includes you, Mr. and Mrs. Marketer.). Giving the influencer this messaging leeway will be very popular in '17.
As well, Amber Armstrong discusses the power of influencer marketing as the metrics for understanding the consumer/influencer relationship develop. Companies will have a better understanding of how consumers are accepting the brand and interacting with it. For all these reasons... INFLUENCE AWAY!
As I research what's expected for 2017, I have seen no lack of mention of customer centric philosophies - no surprise, TREND # 2: -Customer Experience - this has never been ignored in marketing. But, in todays world, to be successful, customers needs to be a focus. One strong example is interactive content. This is a wonderful way to engage your audience. Interactive content allows potential consumers to actively be involved with your product before they have to spend a dollar. Have you seen Sephora's virtual make over? Check it out here! That's what I'm talking about!
Okay, Okay, that leads me into TREND # 3: Augmented Reality - remember Pokemon Go? Yes, augmented reality drives sales, and marketers learned that. Marketers will be taking our very flat phones, and making them as big as our world, with AR. We see this trend pick up as Snap Inc. goes public (Snap has the most used augmented reality product in the world). Consumers are open and ready to engage with AR technology, so we will be seeing many brands trying to capture their attention using this.
Use these trends to develop deeper and more meaningful bonds with your customers, and potential customers! Engage them in a meaningful way!
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