Flipping the calendar to January is replete with new beginnings, resolutions, promises and, of course, predictions. But before we gaze into the binoculars, let’s take a quick walk down memory lane and revisit a few of the marketing highlights (or lowlights) of 2017:
- Pepsi missed the mark on engaging with millennials by treating political protests as a pipeline for profit.
- Facebook gave major network television a run for its money when the social media mega-corporation struck a livestreaming deal with Major League Baseball.
- McDonald’s underestimated their customers and created a consumer meltdown over a chicken nugget dipping sauce.
- Starbucks showed that it still reigns supreme in designing festive holiday coffee cups.
On to the next (or the now, as in 2018). As we settle into the new year, here are a few marketing predictions from the Springboard team:
Branded Bots and More Bots (Domenick Cilea)
Marketing experiences will increasingly be powered by artificial intelligence, algorithms and analytics. Conversational platforms like Drift and Conversable, and messaging systems such as Rodio (full disclosure: Phobio is a client) are utilizing bots and machine learning to automate all aspects of sales and marketing touch points. From qualifying leads, to onboarding customers, bots will help ensure a consistent brand experience and allow humans to build deeper connections and relationships.
Blurring Lines Between Marketing and Sales (Michael Bateman)
In general, the architecture of the sales experience will become just as, if not more important, than the marketing campaign itself. While marketing, PR, and design will still remain vitally important to business success, the design, concept, and general flow of the experience will further integrate into the ever more eclectic blend of services that many agencies provide as marketing and sales converge.
More Personalization of the Customer Experience (Mike Benedetto)
Time is our most valuable (and scarce) asset, challenging marketers to garner attention in a world where there is so much stimulus and so many distractions. Personalization is the silver bullet that can get people to pay attention; and if executed correctly, they will pay for your products and services. Apple Music for example, learns your preferences and tastes based on what you listen to and suggests songs, albums, and playlists. Amazon has pioneered this for years, but the next-generation artificial intelligence technologies will enable marketers deliver ultra-personalized experiences, customer loyalty and more revenue opportunities.
Social Video Reigns Supreme for Brands (Michael Bateman)
Video marketing will no longer be a buzzword. It will be an essential component and cornerstone of a successful campaign. However, rather than relying on traditional media outlets to host video content, more companies will divert to social platforms where they will have greater control over its distribution and they will begin competing with independent internet personalities like YouTubers and social media influencers rather than traditionally partnering with them or sponsoring their videos.
