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2017 Marketing and Advertising Trends: More Voices

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After writing on Wednesday with some tips on what you should do now to prepare for 2017 marketing and advertising trends, I thought it would be helpful to include some more perspectives, especially on balancing digital and traditional channels.

Multi-Channel Approach

Scott Dahlgren, Connections Director at Preston Kelly, built on Wednesday’s post.  “You make a great point about using a multi-channel approach to increase effectiveness. We have seen similar results for a client where the mix of TV and digital drove 5x the site traffic than a digital-only campaign with a similar impression level.  Advertisers shouldn’t get too enamored with the continued hype of digital being able to solve everything.  We remind our clients not to forget the power traditional media still has.”

In 2017, look to use TV as a credibility driver for direct sales, online traffic and retail engagement, says Ellie Martin, Contributor to Entrepreneur.

Modern Marketing Combines Digital and Traditional

Jack Silverman, VP Business Development, at Bolin, also advises, “As you enter 2017 it’s most important to remember that you’re not either a digital or traditional marketer. What you should strive for is a modern marketing approach.  In other words, you have business and marketing objectives to fulfill and today that involves many marketing strategies and tactics that go across a wide range of communication channels and formats.  Some are digital, some are traditional and some are in the most obscure out-of-home places.  It’s about being in the right place with the right content at the right time.”

Consider Trending Instagram and Snapchat

Which digital platforms should you be considering?  Gavin O’Malley quotes eMarketer, which predicts that 2017 will be the year that more marketers will be using Instagram than Twitter.  By 2017, the research firm forecasts, 74.2% of U.S. companies (or at least those with more than 100 employees) will use Instagram for marketing purposes — markedly more than the 66.2% that will be using Twitter.

By 2020, meanwhile, Snapchat is on track to add 26.9 million users — or about double that of Twitter and Pinterest.  It’s fun, and that appeals to Snapchat’s biggest user base, the 34% between 18-24 years old.  It also makes social media more private.

Smartphone-Only Internet Access Homes are Growing

Statistically speaking, nearly 65% of you are reading this article on your smartphone right now, notes Tyler Wilson of J and L Marketing.  Nearly a year and a half ago, comScore reported that the number of mobile-only internet users surpassed desktop-only internet users in the U.S.  As leaps and bounds are made in mobile innovation, more and more users are turning to their personal mobile devices for their internet browsing.  While spending your workday in front of your screen, remember that the number of smartphone-only home internet users is growing.

Have a Lead Generation Plan

And lastly, Silverman of Bolin adds that, “2017 will be the year that marketing automation and analytics continue to grow.  Remember, it’s not about what MA software you need to buy.  It’s about the overall strategy around managing your lead generation.  You need to have a plan around nurturing your lead funnel all the way from initial engagement to activation.  Depending on what product or service you provide and length of your sales cycle will dictate those nurturing paths and the content that you need to provide at key moments in the buyer’s journey.”

Freelance strategist and researcher Jennifer Cooper brings insights to food, culture, clothing and other consumer brands, and their agencies, to refine communications, product strategy and user experience.

 

4 Reasons Not to Do In-House Market Research

Corporate research teams bring expertise and smarts, but some pitfalls must be considered when deciding whether to do marketing research in-house.

 

Abandoned House

Bringing the perspectives, opinions and information about your buyers into your company’s marketing mix will help your brand thrive. Who better to do this work than the very marketers who study buyers daily?

Maybe. But there are many reasons not to do in-house market research.

1. Defensiveness

Marketing research asks buyers to be honest about the brand, product and company. The primary interactions buyers and prospects have with a brand are put into the marketplace by the marketing team. So it can be hard to hear all of this unbridled honesty. Human nature means we protect ourselves from hearing negative things about ourselves and our work. This could mean needed improvements are missed due to natural defending on the part of marketers. Continue reading

Cost Cutting Cadbury Candy Fiasco

Marketing research sensory testing so handy to shoulder the blame.

Cadbury Cream EggsInternal political squabbles abound in corporate meeting rooms large and small. Sales (we do all the work!) vs Marketing (we make it all happen, you just pick up the phone!). Product Development (look at our beautiful baby!) vs Finance (it costs how much?). Senior Management (introducing our new initiative!) vs Operations (how are we supposed to make that happen?).

So it’s handy to have someone to break the tie. Or to blame unpleasant decisions on. Continue reading