The Seven marketing trends for 2017

The CEO SUCCESS series

Brand new ideas

1 Video2 Content3 Mobile

4 Face to Face5 Paid promotion6 Artificial intelligence7 Voice

The seven marketing trends every CEO needs to know in 2017


Compiled and written by Greenfield marketing © 2017


Brand new ideas

1 VideoWHY

• We just find it easier to understand and then we react• The tech is better – broadband, 4G• Its easier to do• Its fresh and instant (the less edited the better)• Growth nearly exponential (Facebook Live, Snapchat, Periscope)• Even email will get it… at last• Amazing techniques like 360 degree and incredible Apps • Your competitors are already doing it

How• Buy a camera with video – (Samsung NX Mini is rated best for small businesses)• Practise demonstrating a product on camera• Put it on your film on your website and company Facebook page• Show it on a screen in the office• Send it out in a press release• Even better get your customers to do it for you. (Paid promotion…more later on this)

“Live video is the cure for synthetic content,” says Tessa Wegert, “and brands that embrace the opportunity to take consumers inside their factories and test kitchens, to their photo shoots and runway shows, and backstage at the concerts and events they’ve been sponsoring for years will be rewarded with increased loyalty and affinity.”

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Brand new ideas

2 ContentWHY

• Because content is better than adverts• Content also means data and the trend for better attribution will enable you to

manage your marketing budget better• Personalisation means that spam and broadcast advertising is over, every

message needs to have a target (an individual type) or even a name• So better content with better data means more response• Also watch out for Cybercrime – big growth in 2017 Trump V Putin didn’t help

How• Write better copy and target it precisely, Adwords, Facebook and LinkedIn have

improved tools to help you• Ensure your servers are secure and your business and staff are aware of password

management• Build your own data farms and keep them secure• Use social media apps like Hootsuite to manage your social media feeds• Build multiple databases from your customer files and check the data anything over

12month out of date will need updating

“An omni-channel experience creates a seamless, universal experience for your shoppers across all of the channels that you use to reach them,” says Colleen Malloy. “Your desktop website, mobile website, PPC ads, email campaigns, social campaigns, billboards, brick-and-mortar signage, and any other customer touches should work together to create one fluid, integrated experience for your customers.”




Brand new ideas

3 MobileWHY

• Because there are more mobiles than PCs, it was mobile friendly now it is Mobile Only… as now it is the go to channel for all consumer marketing and even B2B

• It provides local context – great for targeting your personalised message• Retail will provide free wifi and drive you to destination action based, time

critical retail encounters to provide a reason to go out and buy something!• Video on mobile is now amazing• Apps provide better interaction and usability than desktop

How• Ensure your website works on a mobile (This called responsive design and is very

important)• Ensure your team have the best mobile technology• Transfer all CRM and CMS systems to mobile app versions• Kill off internal email immediately and use messaging for staff• Start marketing using Facebook, LinkedIN on a business level as well as personally• Give free wifi to your customers if you are retailer or customer facing in any way• Ensure your customers can shop on your mobile site

Mobile is driving the growth of the search advertising market – predicted to grow to £5.5bn in 2017. Mobile ad spend is quickly growing to reach that of all online ad spend – PWC predict it will account for 50.6% of all online advertising by 2020.




Brand new ideas

4 Face to faceWHY

• Because all the marketing trends can’t be about digital, touch, feel and talking to real people is still what people really care about

• Retailers need to reinvent shopping and it will all be about events (driven by digital marketing no doubt)

• B2B needs interaction and to meet exhibitions continue to grow• Music, festivals and sport will continue to dominate and revenues set to increase

How• Never forget that marketing must be a mix and the first thing you need is ideas,

brand new ideas!• Your marketing plan must include traditionally activities such as events,

exhibitions and conferences all augmented and improved by digital tools• Out door advertising and flash events including pop up shops are all on the

increase and it is crucial for you to plan these events carefully• Your channels also need special care dealers and distributors traditionally are

slow to use technology so create plans and even print a catalogue….really!

“The more dependent we become on technology, the more important face-to-face interactions become.”




Brand new ideas

5 PAID PROMOTIONWHY

• Getting customers to write, film and tell stories about your products has always been a good way to market, but in 2017 this will be the go to method across almost all big brands

• Media channels will also go native! Allowing you to publish on their platforms more than ever (Guardian)

• You will be able to sponsor more and more content and TV as this is more acceptable than back to back TV commercials

• Search marketing and organic SEO is also just becoming less effective

How• Identifier some influencers amongst your customer base and ask them to get

involved with your brand for a fee• Retarget ads and content using social media • Make advertising more creative and targeted and post and pay for it on social media• Find content, events and destinations which relate to your products and sponsor

them

Michelle Baker, “Business storytelling makes sense in the digital world as it is easier than ever before for people to genuinely engage with a company / brand they favour.”




Brand new ideas

6 Artificial intelligenceWHY

• Talked about for years but the need for a more appropriate response to online marketing has led to the development of tools to automate response to being the ‘holy grail’ of one 2 one interaction. This completes the job and gives a responder what he wants automatically (in theory)

• The technology is ready • Brands and agency need to more accountable this will help• Look out of machine learning, bots/chatbots, dark social and marketing

automation

How• This is all stuff that is in the back office of the major social media engines, Google

and Microsoft so nothing to worry about you agency will know!• Many tools to help you narrow your leads funnel and respond more effectively with

your customers will come packaged in the online promotions you create• Tracking customer interaction(dark Social) which happens outside the social sphere

(e.g. Google analytics) via emails for instance will be enabled• Facial recognition could become mainstream and help with security (but could be

intrusive)

According to Jes Stiles, “allow you to have personalized 1–1 conversations at scale, opening up a whole new audience who does not wish to connect with brand over email or download an app.”




Brand new ideas

7 VoiceWHY

• The software is good enough• Its easy and we’ve had a go on our mobiles• It’s great for learning and getting kids off gadgets• It works• The technique is needed for self drive cars and wearables

How• Switch it on and have a go• The home based voice pod connected to your hub is amazing• Put one in the office and the boardroom to impress everyone and order lunch?• Voice makes AI better and Microsoft, Google and Samsung are fighting it out for the

product and the name of the ‘person’ we most love… Siri, Cortana, etc

Shawn DuBravac, chief economist of the Consumer Technology Association said at CES

“The next computer interface is voice. Vocal computing is replacing the graphical user interface,”




Brand new ideas


The CEO Success series is written by Stuart Greenfield, owner of the award winning creative marketing agency Greenfield. With over 20 years in the creative and marketing business Stuart is an expert in marketing, change management, and a skilled creative thinking, film maker and author.

“Whatever the media whatever the technology the quality of the creative idea always remains central to the success of the communication”Stuart Greenfield, Digital Revolution 2008

Northwood house, ward Avenue, Cowes, Isle of Wight PO31 8AZ | www.greenfield.co.uk | E: [email protected] | +44 (0) 7788 662697

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