In keeping with the spirit of Thanksgiving, here are a few marketing trends for which we can all be thankful this year!
We all know that the marketing world evolves rapidly. In just a few short years we’ve seen the landscape change from buying print ads to AdWords to social advertising, and as we approach Thanksgiving, there is yet another collection of new marketing trends for which to be thankful this year.
Marketing automation has been refined considerably over the last few years, and the powerful tools that exist on the market make it one of the most valuable assets in a marketer’s arsenal. What we are starting to see is the evolution of these technologies thanks in large part to their improved and more powerful analytical capabilities.
According to research conducted by Smart Insights, marketers feel as though marketing automation will have the greatest impact on their strategies and success in the coming year (shown below).
This shouldn’t surprise us considering the power behind a marketing automation software. As machine learning becomes less of a luxury and more of a standard and these technologies become more intelligent and capable of truly optimizing conversion rates and decreasing the length of the buyer journey (which they are currently in the process of doing) we can expect to see marketing automation become the central pillar for many marketing professionals’ strategies.
As exciting as the concept of ‘big data’ has been for a lot of marketers, the subject has been largely too complex for most to breach. In the chart above, you can see that ‘big data’ is of growing importance, and a large part of that is the simplification of its applications and the lowering of barriers to entry into the field.
If you’ve read some of the articles I’ve written about data, then you probably already know my feelings on the subject; I have long asserted that in order to get any use out of data, we need to think about it in context and look at it on the micro level. Now, we are finally seeing a rise in that way of thinking and the release of tools that allow for the simplification of data use. That trend is growing, and data will be a much easier beast to tackle in the coming year.
All Mobile, All Day
At this point, talking about the importance and growth of mobile is about as redundant as it is necessary. Though we all know how crucial mobile is (see the chart below) there are still new facts and justifications released every day that further strengthen that point.
We’re spending more time on our mobile devices, mobile advertising is generating exceptional results and this year, for the first time, mobile web traffic is expected to surpass desktop traffic. All that (and a whole lot more) is reason enough to keep emphasizing how crucial mobile is and will continue to be.
The silo approach is dead. I’m not entirely sure why organizations still approach business in this way, but thanks to the advent and permeation of communications and media at every level of the business, it is no longer an option to look at your departments as operating in a vacuum. Everybody needs to be involved in everybody else’s business.
That is not to say that there still should not be carefully outlined objectives and tasks, but in order to find success, departments – from marketing to customer service to your executive team – need to work together. The reason for this is twofold: first, communication and action is happening too quickly to operate in a silo format. Simply put, buck passing is not an option when the whole world can hear about something in a matter of hours. Second, your organization is no longer just the big corporate facade, but rather the people inside it – all the people. Communication is not a department, but a part of your culture, and culture affects everyone and everything.
We’re seeing this happen at both large and small companies, quickly and slowly. The important thing, however, is that we are seeing this happen, and we can expect to continue to see this trend expand in the coming year.
Enter the Chief Marketing Technologist
Last time I counted the number of marketing technologies that existed on the market today, I lost count. At this point, there are well over two thousand. That, by the way, is not a type (which is why I typed it out). There are well over 2,000 pieces of marketing technology and MarTec clouds and add-ons and all sorts of tools that exist on the market. To know what to use and how best to use it, you’re going to need someone who lives and breathes this stuff.
The Chief Marketing Technologist is a relatively new position (no more than a few years old at this point) but one that is quickly growing in value and importance. Tools are designed to not only make life easier, but help you build your business. Knowing which tools are right to help you achieve your objectives in the shortest timeframe possible while maximizing profits is crucial to the success of your company.
When you consider the fact that there are as many tools as there are listed above (plus hundreds more that are not listed at this point) and how important these tools are, it is no wonder we are seeing the rapid rise in the implementation of this position.
As with every year, there is plenty to get excited about and be thankful for in the world of marketing this year. We have seen a lot of changes, but those changes mean that the market is evolving. Processes are simplifying, the market is growing and capabilities are expanding. It should be an exciting year in our field, and there is no doubt that at this rate, we can expect to see some great advances next year as well.
Have a happy Thanksgiving!
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