marketing trends you can't afford to ignore

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MARKETING TRENDS YOU CAN’T AFFORD TO IGNORE Digital Marketing Agency

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Page 1: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

MARKETING TRENDS YOU CAN’T AFFORD TO IGNORE

Digital Marketing Agency

Page 2: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

In the lightning-fast marketing world,

tomorrow’s demands are today’s tasks.

The age of technology has arrived and

it seems there is no barrier too great for

entrepreneurs and innovators to develop

the next groundbreaking opportunity. In the

ever-evolving tech world, marketers have

problems keeping up with the attention

graph of their customers.

2017 is rapidly approaching and marketing

agencies must identify the next wave of

possibilities for distributing their message

and attracting more people to their creative

content strategies. These strategies must

adapt to evolving technologies and will

shape the way customers get access to

brands.

Introduction

Page 3: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

03 / Two Trends No Agency Can Ignore In 2017

THE SOCIAL BOOM AND THE POWER OF TRUSTIt may be one of the strongest forces in our lives that drives us to act on

certain issues or feel comfortable purchasing a product; that force is “trust”.

Trend One

Marketers follow social trends and analyze

how users interact with the world in order to

capitalize on it. For customers to be aware

of your brand, marketers must be able to put

the brand in front of you. The growing trend

of Customer Created Content may take the

reins out of the hands of marketers and into

the hands of their audience.

Brands that invest in “trust” are brands that

think about long-term success rather than

immediate return. The degree of separation

between brands or marketers and audiences

establishes a visceral hesitation for

audiences to attach themselves to a product.

That degree of separation closes when our

friends or family trust a brand enough to

speak on its behalf to their friends or family,

even more so when the conversation is

facilitated across social media outlets like

Instagram, Facebook, Twitter, and Snapchat.

In research conducted by Nielsen,

results discovered 92% of people trust

recommendations made by friends and

family while 70% of people trust online

reviews and recommendations. This

presents a substantial opportunity for

marketers to construct strategies that leave a

door open for consumers to insert their own

feelings into the conversation and inspire the

listening and viewing audience.

people trust online reviews70%

people trust recomendations made by friends

92%

Page 4: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

04 / Two Trends No Agency Can Ignore In 2017

This Customer Created Content that

removes expensive campaign tactics

from the marketer and into the hands of

the audience has grown into an essential

component of marketing strategy rather

than a fortunate stroke of luck. Research

performed by Nielsen, on behalf of Twitter,

discovered that 50% of users of the social

platform read about what other users have

bought and 31% will tweet about purchases

they have made. The content generated in

this form is perceived as more authentic,

personal, and trustworthy than classic

content strategy.

In 2013, thousands of customers of a

small camera company took to YouTube

(a platform to be highlighted later in this

report), premiering videos

featuring the company’s name, showing

off the gripping footage captured with

their new toy. Now, three years later, that

company has 1.66 million Twitter followers,

9.8 million Facebook likes, and 10 million

Instagram followers, and 1.3 billion YouTube

views.

GoPro is now the dominant name in the

action-camera space with recent posted

revenues above $220 million1. GoPro has

actively embraced the Customer Content

strategy and witnessed the positive returns.

In 2017, expect agency strategy to reflect

such avenues to customer satisfaction.

Developing trust is a strategy not easily

achieved, but there is another emerging

approach that is growing in popularity

and effectiveness, known as Influencer

Marketing.

The goal of a successful marketing strategy

has not changed. Developing memorable

branding, creative content, and effectively

targeting the appropriate audience is still

Trend One

GoPro revenues over

1.3 bilion views

$220 million

Page 5: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

05 / Two Trends No Agency Can Ignore In 2017

the name of the game. In 2017, influencer

marketing will be increasingly embraced

by agency strategists due to an influencer’s

power to inspire trust in a target market.

Rather than cast a wide net across the web

with targeted content, that audiences can

block with easily accessible ad blocking

apps, strategists across social media are

engaging influencers: opinionated online

personalities that have established and

growing audiences similar to that which the

brand is targeting.

Attaching a name and a face to certain

brands is not a novel approach. Nike

attached themselves to Michael Jordan

and remains the most recognizable brand

in sports and a leader in sports footwear.

Mercedes-Benz is a premier brand in

transportation that fosters a certain emotion

in customers. In support of the 2017 GLS,

Mercedes partnered with an Instagram

influencer that inspires exploration and

boasts greater than 1 million followers.

Mercedes gave the new model to Loki

The Wolf Dog and his owner, Kelly Lund, to

travel the Colorado mountain peaks and

produce stunning video content for the car

behemoth’s YouTube channel.

The result was 173 million impressions

and 2.3 million likes and comments2.

Additionally, like GoPro, Mercedes took

advantage of the growing use of creative

and riveting video content.

Whether the endorsement from an

influencer comes from paid(1) or unpaid(2)

influence, this approach provides a real-

world perspective and informed opinions

regarding the product. In 2017, there will

be a repeated approach to successful

influencer marketing coming from agency

strategists.

Trend One

2.3 million likes

Page 6: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

06 / Two Trends No Agency Can Ignore In 2017

SEEK OUT A NUMBER OF INFLUENCERS IN YOUR FIELD.

ALLOW INFLUENCERS CREATIVE FREEDOM

APPROACH INFLUENCERS EARLYDeveloping a relationship with influencers takes time and effort. Approaching

them early and involving them in the process will provide the best chance for

success.

Influencers have a brand of their own and they understand their audience

better than anyone. Provide them with as much information as possible then

take a step back and allow them to adapt the message for themselves.

Before spending a chunk of your budget on paid influencers, explore the field

of influencers that may already enjoy your product. Becoming a face of a brand

they trust will give influencers more exposure, resulting in a wider net for your

brand. Should the paid influencer route become more attractive, develop a list

of known influencers to approach with access to your target audience

Trend One

Page 7: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

07 / Two Trends No Agency Can Ignore In 2017

VIDEO IS KINGIn 2017, everyone will have an HD camera in their pocket and free apps like

Periscope have already shown promise.

Trend Two

As audiences’ expectations become

more complex, content must rise to the

challenge. In 2017, 74% of Internet traffic

will be video content and the growing ease

of access to live video through Facebook,

Snapchat, Twitter, and YouTube provide

brands prime real estate with audiences

in the social space3. Twitter and Facebook

have already rolled out their respective live

video roadmaps with featured content and

Twitter’s “Moments” feature while Snapchat

is the fastest growing mobile video platform

with users watching 8 billion videos every

day.

While Facebook, Twitter, and Snapchat

grow their audience and establish their

respective platforms, when it comes to

video, YouTube wears the crown. In 2015,

YouTube reported 20 billion views on

branded content. Additionally, YouTube

gives access to some of the most prolific

influencers available.

YouTube will undoubtedly continue its

prowess in the video space but expect

mobile video to present new ways for

agency strategists to distribute brand

awareness as well.

74%

Page 8: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

08 / Two Trends No Agency Can Ignore In 2017

In 2017, everyone will have an HD camera in their pocket and free apps like

Periscope have already shown promise. Industry and content marketing leader

Red Bull has embraced the live video platform for broadcasting their live

events, like Miami Music Week and Redbull Baylines competition, for fans all

over the world. Moving forward, expect agency strategists to emulate industry

leaders like Red Bull, GoPro, and Mercedes-Benz in their pursuit of captivating

video content.

IN 2017 EVERYONE WILL HAVE AN HD CAMERA

Trend Two

Page 9: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

Agency strategists are always looking for

the next great opportunity and should follow

the audience’s attention. In 2017, strategists’

attention will be focused on video with

exciting content that grips the imagination

and provides value for the user.

The public’s attention will be on friends,

family and influencers they trust. Audiences

are no longer susceptible to being told what

or who to trust; they must be convinced. In

2017, agencies must adapt to the evolution

of social trends or risk losing ground on the

future of marketing strategy.

Sources

1. http://www.forbes.com/sites/laurengensler/2016/07/27/gopro-second-quarter-earnings-karma-drone-hero5/#5f660a484c5d

2. https://insights.newscred.com/influencer-campaigns-content-marketers/

3. http://www.redcrowmarketing.com/wp-content/uploads/2015/10/7-Digital-Marketing-Trends-For-Your-Brand-Success-in-2016-Brandanew.jpg

Conclusion

Page 10: MARKETING TRENDS YOU CAN'T AFFORD TO IGNORE

CCG is a global branding, creative & digital

marketing agency based in Los Angeles.

CCG was founded in 2010 with a deep

focus on blending creative & technology to

empower businesses, engage consumers

and drive social change. Having worked

with over 500 companies globally including

some of the most innovative brands and

entrepreneurs in the world, we know a

thing or two about branding and scaling

your business. Let us help you take your

business to the next level.

We unlock the unlimited potential in your

people, products and brand.

www.ccg.la

About Us

[email protected]

312 Arizona Ave. Santa Monica, CA 90401