Page 14 - AeM_Jan_2018

RESEARCH, ANALYSIS & TRENDS

Six marketing trends we’ll see in 2018

Do you know the story of the three blind men who meet The age of the silo is over. It’s no longer enough for
up with an elephant? Each man feels a single part of the marketers to focus on individual channel performance
elephant—the trunk, the side or the tail—and as a result and last click attribution. Brands that don’t use multi-
has only a partial idea of what the animal is. Marketing touch attribution are measuring in an isolated way,
today is in a similar situation. Each group understands getting duplicated results, and not getting the insight
their part of the elephant, but few have a holistic view. they need to avoid spending on marketing activities that
Many also lack a “single source of truth” for their are simply not delivering results.
marketing performance. This makes it nearly impossible
to understand which marketing and advertising initiatives Siloed marketing teams must merge to share data,
drive desired business outcomes. Even worse, when incentives, and insights across channels, so they can
marketers can’t get an accurate and holistic view of be responsive and flexible in their approach. Teams
customers and prospects traversing multiple channels, that don’t will disappoint customers and fall behind in
devices and touchpoints, they can’t accurately measure 2018.
the value of each experience, or how well they are
directing their consumers toward a desired action. 2. Specialists, Not Silos

But brands are getting smarter, leveraging new tactics When companies break out of their silos, new team
and technologies as they appear to gain understanding structures will emerge. For B2C marketers, teams will
of “the whole elephant.” If the last few years are any organize along the lines of the customer journey.
indicator, 2018 should introduce us to many more Instead of channel managers, experts will orient around
interesting techniques as well. Here are six new things touchpoints and specialize in the stages at which a
every marketer should expect next year. customer or prospect might interact with the company.

1. More Team Spirit Many more marketers will focus on the experiential
aspects of the journey and work on creating
Anyone remember the song, “We’re All In This Together” experiences that bring the brand to life for individuals.
from High School Musical? One of the lines goes, Innovative companies will follow the example of
“Everyone is special in their own way. We make each Redbull, which does an amazing job of creating
other strong.” This should be the new mantra for experiences that further the idea of this high-energy,
marketing teams in every industry. action-oriented brand.
14 January 2018 - Trends and Predictions