{"id":3099,"date":"2018-03-01T22:24:27","date_gmt":"2018-03-01T22:24:27","guid":{"rendered":"https:\/\/link2city.com\/dev\/3-marketing-trends-will-get-boot-2018\/"},"modified":"2018-03-01T22:24:27","modified_gmt":"2018-03-01T22:24:27","slug":"3-marketing-trends-will-get-boot-2018","status":"publish","type":"post","link":"https:\/\/link2city.com\/dev\/3-marketing-trends-will-get-boot-2018\/","title":{"rendered":"3 Marketing Trends That Will Get The Boot In 2018"},"content":{"rendered":"

3 Marketing Trends That Will Get The Boot In 2018<\/h1>\n

A<\/strong>s marketers, we’re used to fighting the fear of missing out \u2014 always connecting, watching and following the conversation to ensure we’re not whiffing on valuable opportunities. But when it comes to trends in marketing, it’s important to realize the distinction between the ones worth exploring and the ones that may have run their course.<\/h3>\n

After all, marketing trends evolve \u2014 not because fads die, but because companies discover better ways to attract and retain consumer attention. Marketers who can pre-emptively build strategies that align with up-and-coming tactics will be better positioned to catch consumers’ eyes and position themselves for success.<\/h3>\n

Here are a few trends I think marketers will leave behind this year:<\/p>\n

1. Off-target emotional appeals<\/h4>\n

Throughout 2017, we saw brands joining in political and social conversations, from\u00a0Audi’s Super Bowl commercial\u00a0highlighting gender roles to M&M’s “Fans of Wind”\u00a0campaign spreading awareness on climate change.<\/p>\n

In some cases, this worked exceptionally well with consumers, who want brands’ messages to be both “emotionally resonant and keyed into modern society.” But crafting an effective emotional appeal is both an art and a science, requiring a deep understanding of demographics, customer values and the nuances surrounding social and political issues.<\/p>\n

Politics won’t go away \u2014 that much is undeniable \u2014 but into the new year, I anticipate that brands will approach the subject more carefully. In these exceptionally heated times, it’s more important than ever to strike the right tone. Marketers should resist the urge to comment on a hot-button issue for the sake of it and get involved only when doing so aligns with their brand’s values and avoids alienating their most valuable customers.<\/p>\n

2. Chasing the quick win<\/h4>\n

More than 61% of consumers\u00a0enjoy humorous marketing messages, and most are\u00a0more likely to share\u00a0funny content. Perhaps that’s why Twitter users have been inspired to share Wendy’s\u00a0cheeky repartee\u00a0across the internet.<\/p>\n

That said, internet fame is fleeting and fickle, which is why “going viral” is not a sustainable strategy. If a brand isn’t gaining new business from a viral following, the quick win doesn’t amount to much. All strategies and tactics should impact the greater brand narrative.<\/p>\n

In 2018, marketers will likely steer away from gaining an inflated following that’s grounded in gimmicks and turn toward\u00a0making content that is shareable, valuable and culturally tuned-in when appropriate. Brands should focus on the true impact of their messaging: building campaigns that capture results and lead to actual conversions, rather than ones that simply produce vanity shares and metrics.<\/p>\n

3. Influencers as transactional relationships<\/h4>\n

Influence marketing, when done right, yields great results, but 78% of marketers still struggle to prove the return on their influence strategies,\u00a0according to research.\u00a0Furthermore, thanks to\u00a0new Federal Trade Commission regulations\u00a0on brand-sponsored content, influencers no longer appear as unbiased as they once did. When celebrities throw #sponsored on posts, consumers see through the content to the ad beneath. The FTC won’t hesitate to fine brands for bending the new rules, and consumers won’t think twice about ditching brands with inauthentic influence campaigns. In 2018, marketers can’t afford to cross either line.<\/p>\n

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There’s a reason that brands like LaCroix have\u00a0built relationships with true taste makers\u00a0and influencers who are authentically invested in them. When brands work with people who are already fans, consumers will see the influencer as a natural extension of the brand and, ultimately, more trustworthy.<\/p>\n

That’s what cognac brand Hennessy achieved when it\u00a0struck up a partnership with rapper Nas, pulling the insight that the performer had been rapping about the brand since his initial album, “Illmatic.” Similarly, NVE\u00a0orchestrated a strategic relationship\u00a0with influencer Emily Ratajkowski for Budweiser’s “Bud and Burgers” campaign, knowing she is a longtime Dodgers fan and Angeleno.<\/p>\n

Upping the marketing game in 2018<\/h3>\n

As these trends quickly become old hat, marketers’ No. 1 priority this year should be continuing to evolve with consumers’ changing preferences and behaviors. These four trends will offer value in that endeavor:<\/p>\n

1.\u00a0Consumers as powerful brand megaphones<\/h4>\n

The value of word-of-mouth advertising is not new, but in 2018, we’ll see more brands stepping aside to let their most valuable consumers sing their praises rather than relying on paid media and traditional advertising. Glossier is a testament to just how effective an army of brand advocates can be.<\/p>\n

Founder Emily Weiss estimates that\u00a0the company owes 90% of its revenueto the “Glossier girls.” These fans are everyday consumers, not super influencers, who truly believe in the brand’s mission and story and engage with Glossier organically on Instagram, Slack and at pop-up events. The brand’s blog “Into the Gloss” has amassed a huge following by offering relatable content surrounding daily beauty routines. These organic, peer-to-peer and earned sources accounted for nearly 80% of Glossier’s sales in 2016. In 2018, other companies would be wise to take a page from its book.<\/p>\n

2.\u00a0Even more AI<\/h4>\n

Artificial intelligence became more popular last year, but 2018 will see an\u00a0even bigger leap. Marketers must use machine learning to fine-tune their targeting processes and get more from their budgets.<\/p>\n

3.\u00a0Less millennial focus<\/h4>\n

Millennials might make more purchases, but they’re still only one segment of the population \u2014 and a new segment,\u00a0Gen Z, will make up\u00a040% of all consumers\u00a0by 2020. Brands should pay attention to how the new generation’s tastes differ from those of their older siblings to keep content relevant.<\/p>\n

4.\u00a0Experiences over everything<\/h4>\n

Seventy-eight percent of\u00a0millennials\u00a0prefer experiences to products, and according to\u00a0Mike Benson, head of marketing at Amazon Studios, “More and more, it’s all about the experience.”<\/p>\n

As the head of an experiential marketing agency, I believe that the intricacies of an event will continue to evolve and as more robust data analytic technologies surface, marketers will have more means to measure and prove the\u00a0true\u00a0value of an event, thus revealing a greater recognition of experiential as a prime marketing vehicle.<\/p>\n

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Source: Marketingdive “3 Marketing Trends That Will Get The Boot In 2018”<\/h6>\n<\/blockquote>\n

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