Marketers need a precise and holistic perspective on consumers across different channels, devices and touchpoints. Instead of channel performance, the holistic picture of the entire customer journey becomes relevant. New technologies and tactics allow advertisers to keep up with ever-increasing demands of the consumer.
But what exactly can advertisers expect in 2018? We have compiled the top 5 marketing trends.
DISSOLVING SILO MENTALITY
The age of silos is over. Advertisers can no longer just focus on the performance of individual channels and last-click attribution. Marketers not using multi-touch attribution, make isolated measurements and do not receive the insights they need to effectively plan their marketing activities and advertising budgets. The silos in marketing teams must merge to share data, impulses and insights across all channels. Teams that fail to do so will not remain responsive and flexible enough to meet the growing demands of their customers.
To erupt existing silos and team structure, many companies should think about re-structuring. Instead of channel managers, organizations need experts who specialize in the individual phases of the customer journey. The customer journey must be seen as a holistic picture. Because marketers need a precise and holistic view of their customers across different channels, devices and touchpoints.
CREATING AUTHENTIC CUSTOMER EXPERIENCES
In today's digitalized and chaotic world, consumers long for authentic experiences. Companies with a sincere, human ‘voice’ are the future of marketing. They create opportunities for consumers to live a brand through a mix of digital, traditional and experience-oriented approaches. Creating such an authentic encounter between brand and customer requires advertisers to really know their clients and their purchase behavior. They need to be able to address them with personalized content at the right time and with the right medium.
Artificial intelligence (AI) and Machine Learning technologies represent the future in almost every industry - this also applies to marketing. AI aims to combine artistic and scientific abilities to enable computers to imitate human behavior. But unlike humans, computers can access and process a network of millions of data sets, which by far exceeds human imagination.
For marketers, the combination of human capabilities and Big Data is indescribably powerful. AI enables computers to start making strategic marketing decisions. Data can be analyzed and evaluated in real-time, which gives advertisers the possibility to interact with customers and potential buyers more effectively. Consumers are more loyal when brands personalize their marketing and targeting methods according to their specific behavior and interests.
CUSTOMER ORIENTED MARKETING
Consumers tend to use more and more devices at the same time so advertisers need to focus on the user. Cookie-based tracking and targeting is no longer sufficient to keep up with modern consumer habits.
Understanding cross-device user behavior is the key to success. With state-of-the-art technologies, it is now possible to fully embrace people-based marketing and to see the customer journey in its entirety. Advertisers need this kind of marketing intelligence to create more authentic experiences for consumers. For marketers, it’s the only way to make major strategic company investments to optimize customer experiences and business results.
RAISING AWARENESS FOR CUSTOMER JOURNEYS
Data-driven marketing only works if advertisers know each and every step of their customers’ buying process. They should learn about each of their preferences and adjust their marketing activities accordingly. Customers demand a seamless shopping experience throughout their entire customer journey. This trend leads to more personalized content to reach customers during their buying process.
Marketing planning will be more analytic and data-driven. New platforms and media provide new possibilities to evaluate data and to implement them effectively in any marketing situation. Marketers are challenged to assess and optimize their budgets and strategies across different channels. With new insights, they can approach target groups with more personalized creative campaigns.
The development and success of many of these trends largely depends on new technologies as well as platform developments and improvements. However, we can already see where marketing might be headed in 2018. This will undoubtedly be an exciting and interesting year. We look forward to many new topics.