1: Influencer Marketing
I’ve said it before: With the success of ad-blockers, influencer marketing will only become more and more popular. People already like listening to the recommendation of someone they trust, and once banner ads are weeded out once and for all, marketers will open up their influencer budgets even more. Here’s MarketingDive on the world of influencer marketing in 2017:
2: Retention Strategies
Here’s Ellen Valentine, Marketing Evangelist at IBM, on the shifting marketing trends of customer acquisition:
3: Mobile Interactions Will Evolve Beyond Basic Apps
Michael Trapani, Product Marketing Manager for Mobile at Watson Marketing, spoke in the same report that Valentine’s above quote featured in. He believes apps will begin developing into more interactive iterations beyond their basic ‘icon on a phone’ form: […] If your company culture is dominated by new customer acquisition approaches and your marketing budget is focused on new business strategies, this is the year to evaluate what it could mean if you move customer success, recurring revenue strategies, customer retention and customer marketing to the center stage.” Audio in particular is a great way for apps to break free from their icon, leading us to the next of the big marketing trends. In response to this market shift, more apps are breaking the bonds of their app icons. Developers are finding ways to include their services — typically found exclusively within their own app environment —through other apps, AI assistants or even the mobile operating systems themselves. Uber, OpenTable and Venmo are just a few examples of apps that are being integrated into iMessage, Google Assistant, Siri, Allo, Alexa, chat bots, maps apps and more.”
4: Audio Will Become a Major Player
I covered this in an earlier post on the top two user interfaces of the future: gestures and voice. Of the two, the trends are in favor of voice:
5: Dynamic Data Will Beat Out Big Data
The big buzzword last year was “big data.” Next year, that’ll be replaced with “dynamic data,” at least according to Jeremy Waite, Marketing Evangelist at Watson Marketing EMEA, who lent his analysis to IDM’s 10 Key MarketingTrends for 2017 report: Over all, marketing trends for 2017 are looking inward and going niche, while still opening up to new concepts that will better connect marketers with their increasingly niche, engaged audiences. Aim to find insights, behaviors and buying patterns in the data you have, rather than just trying to capture more leads and email addresses.”
