At Crawford Group, we’re always looking ahead to identify the most promising new marketing strategies and tactics. Read on for our roundup of some of the big trends we’re seeing this year — and how they can make your marketing more successful.
- Curation, curation, curation.
As Influence-Central CEO Stacy DeBroff notes in a recent Forbes article, consumers are overwhelmed by the amount of digital content they encounter every day. She says consumers need trusted curators who can “filter recommendations that meet their needs in a customized way.”
In 2017, savvy marketers will consider partnering with niche curators — from mom bloggers to Gen Z YouTube personalities — to gain exposure, credibility, and sales for their brands.
- All eyes on video.
The statistics say it all. According to Invodo, mobile video views now exceed desktop video views, marketers who use video grow revenue 49% faster than those who don’t, and 7 out of 10 millennials are likely to watch a company video when shopping online.
To get noticed and stay relevant, smart brands will make a big push to integrate more video into their mobile, social, and web marketing.
- Native advertising blends into the marketing mix.
In native advertising, ad content blends almost seamlessly into the user experience of a mobile app, website, video, blog post, or social media feed. Not only does the ad content visually align to the host’s format, but from an editorial standpoint it’s also highly targeted and relevant to the audience. See Entrepreneur Magazine’s four reasons your company should use native advertising to get inspired by new possibilities for driving customer loyalty.
- Email is a big deal. Again.
Joe Pulizzi of the Content Marketing Institute tells us to expect two significant email marketing trends this year. First, he says brands will use targeted e-newsletters to grow their audiences. And second, brands will start enhancing their existing e-newsletters to transform them into “amazing and relevant customer experiences.”
Does your company create e-newsletters and, if so, is it time to revamp your e-newsletter strategy, content, and design to get more bang for your marketing buck?
- Print makes a comeback.
Pulizzi also forecasts the resurgence of print in 2017. He sees marketers using print magazines and other print publications to “cut through the digital clutter” and offer valuable content to niche audiences.
Want to take advantage of some of the above trends to make the most of your marketing budget? Reach out to Crawford Group today — we’d love to put our expertise to work for your organization.