Marketing Megatrends for 2018 – A Lot to Digest

According to Matthew Sweezey’s 11/29/17 article in MarketingProfs, we can expect “Five Marketing Megatrends for 2018”. I’ve digested and summarized those megatrends below. But are these attainable for companies without mega-budgets? Let’s examine:

  1. Context Replaces Advertising as a Growth Lever
    Paraphrase: One-way, outbound advertising messages should be replaced with contextual conversations. Example: Airbnb successfully engaged with Craigslist users who were looking to rent or lease a room. Rather than just targeting, they worked to build a native experience. Realistic? Yes, if you can identify your niche, become an active member of it, showing your value in context.
  2. Purpose Becomes the Heart of Marketing
    Paraphrase: Companies should support the interests of stakeholders such as employees and communities. Example: Outdoor gear-maker Cotopaxi supports farmers in its supply chain because its consumers are keen on sustainability. Realistic? Depends. If you’re a mega-company you can create your own foundation. If you’re a start-up, the appropriate cause or level of support might not be so clear. Either way, research is required to determine what will resonate with your stakeholders.
  3. Public Relations Gets Participatory
    Paraphrase: Companies should drive engagement with articles as a way to break through and change the narrative. Example: In the case above, Cotopaxi should provide outdoor gear enthusiasts with a forum to participate in sustainability efforts. Realistic? Yes, every company can encourage some level of participation as part of its online and offline PR, etc.
  4. Chatbots Take Over
    Paraphrase: Companies should give online visitors every opportunity to chat, as today’s customers much prefer texting to speaking. Example: Go to any SaaS site. Realistic? Depends. It’s important to invest in the tools and channels your segments prefer.
  5. Automation 2.0 Will Be on The Rise
    Paraphrase: Companies will benefit from having dozens of integrated databases that automate customer interactions. Further Translation: Rather than just automating email campaigns from a Marketing Automation system, companies should integrate the many SaaS handling other touchpoints. So a multi-channel campaign could be fed by data from web content management tools, social selling tools, social media tools, event management tools, and ERPs tracking subscriptions/payables/etcetera. Realistic? It’s going to cost you. I’ve watched companies large and small constantly trying to connect technology across silos. Doesn’t mean it’s not an admirable goal, but like Atlanta roadwork, it’s never done.

I won’t argue that these marketing “megatrends” are desirable – I’m simply wondering whether all are realistic 2018 goals. Seems reasonable for mega-companies and start-ups alike to budget amply for contextual marketing and participatory forums. But the technology-stack-data-integration issue is an ongoing business challenge. According to MarTechToday, “The Marketing Technology Landscape has now reached nearly 5,000 vendors” (as of May 2017) and grew by 40 percent in the previous year (just try to see the attached chart). That’s a lot of integration and automation for companies to digest in 2018. Think of it as a meta-issue, not a megatrend, and budget accordingly over time. Take bites you can digest and work your other channels.

Advertisements

About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on linkedin.com/in/lorenaharris.
This entry was posted in B2B Marketing, Channel Preference, Customer Behavior, Customer Experience Research, Customer Segmentation, Digital Marketing, Marketing Automation, Social Media CRM and tagged , , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s