the top trends in marketing in 2017

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 COMPANY’S 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

“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.”

— 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.”

— 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.”

2017

MARKETINGPREDICTIONS