One of the things that I love the most about marketing is that it’s an ever-changing concept. Marketing of old had customers embracing billboards and newspaper advertisements. It got people in the door by using flashy photos and words that really spoke to what people wanted. Words like “sale” and “discount” and “today only” were used again and again, driving more and more people into stores. In truth, marketing was that way for a very long time–but once modern technology, as we know it was introduced, that kind of marketing started to fall by the wayside.
There were, of course, a few businesses that continued to try to force that kind of marketing to work. Most of them have either converted to a new way of marketing or they’ve disappeared entirely. It got me to thinking: what kind of changes are businesses going to have to make in 2017? I’ve been discussing possibilities in my last few blogs. Certainly, marketing is shifting more and more toward customer experience. As businesses are slowly starting to learn, the customer experience is really the heart of any successful marketing campaign today. Giving customers (and prospects) a reason to care is what will get them in the door. Offering great service once you have them in the door is paramount. Following up once they’ve given you their business is essential.
That being said, marketing shifts in 2017 will go beyond the increased focus on customer experience. Take this recent Forbes article for example. They mention that taking advantage of engaged and effective measuring of data will become more important in 2017. Blue Goldfish is a book that not only discusses leveraging technology but also taking advantage of big data and small data, and it has some excellent insights into this very prediction by Forbes.
Another shift that the article mentions is not just a shift in content–but rather, the kind of content that people are putting out there for their customers. Specifically, the article states, “Yes, content is still king, but the kind of content that rules the web is changing. Social content, reviews, blogs, papers, and eBooks are all still crucial aspects of marketing, but video will be the rage moving forward. Considering the success of games like Pokémon Go, expect virtual and augmented reality to take us into the future.”
I feel that this is a very important shift to note for 2017. The last five to ten years of marketing have been ruled by the likes of Facebook and Twitter. I believe that these platforms will be imperative for the distribution of content, but that come 2017, they’ll be less important in regard to content they’ve been used for up to this point. Once again, the shift of customer focus is changing and in order to stay relevant, we must change with it.
I believe there are many more marketing shifts that will take place throughout 2017. Stay tuned to my blogs for more of my predictions.