With 2017 just around the corner (it’s hard to believe, I know), marketers and journalists are already predicting trends set to take off in the coming year.
I recently read an article in Forbes highlighting the top 10 marketing predictions for 2017 and found the following predictions to be particularly on point:
- Data scientists will become “the new marketing lieutenants.” Given the rise of data scientists across numerous other fields, from people analytics to banking, it’s no surprise that there’s going to be an increased demand for data scientists in marketing. According to the author, data scientists will be key players in bolstering marketing strategies by ensuring initiatives are evidence-based and data-driven. Marketing will become increasingly programmatic – less an art than a science.
- ROI measurement will become more effective. Measuring the impact of PR and marketing is critical to prove its value, but metrics often establish correlation versus causality. Current metrics feel imprecise, providing an opportunity to iterate and arrive at more accurate measurement. In 2017, measurement will likely tie marketing initiatives to profit, revenue, customer retention and client satisfaction more clearly than in years’ past.
- Content will become increasingly personalized. With the current buzz around the internet of things and connected devices, it’s no surprise that marketing initiatives will become increasingly personalized, with the goal of delivering the right content to the right prospect at the right time. Sensors, edge devices, fitness wearables and more are arming brands with user-specific data that’s ripe for leveraging in marketing initiatives. According to Forbes, “For some businesses, this will mean ensuring touch points are specific and individual. For others, it’s simply streamlining the purchasing process and making it more responsive.”
- AI has arrived. While there’s been talk about AI and its role in marketing for some time, we’ll start to see the business impact of AI and its actualized potential in 2017. “Imagine a chatbot who knows your likes, dislikes, and needs and can guide you on where to eat, how to travel, or where to shop.” The possibilities to use AI to guide consumer behavior are seemingly endless.
- More (and better) video content. With the success of Pokémon Go, virtual reality, augmented reality and video will become increasingly central to brands’ marketing strategies. According to the author, “Social content, reviews, blogs, papers, and eBooks are all still crucial aspects of marketing, but video will be the rage moving forward.”
For more articles on marketing, please take a look at the following posts, if you’d like: