With 2016 past and the new year in it’s infancy, most of us are ready to tackle whatever 2017 throws at us head-on! It is a time when we are full of resolutions, both personally and professionally. It is also the perfect time to think about whether your business is set up for long term success.
With this in mind, we present to you our top 5 marketing trends for 2017.
2017 is the Year of the
We at Twinlife Marketing are all about customer-centric marketing. We believe every year is the Year of the Customer and have held the long-held view that the customer is the secret ingredient for effective marketing.
When planning your marketing strategy, focus on building authentic relationships to truly give your customer the best journey and experience you possibly can. If you do this, you will attract and retain your ideal customers and create a solid position in the market.
As Chandar Pattabhiram, Marketo’s CEO states: “…in 2017 we’ll see an aggressive shift in attention toward increasing customer retention”.
The Growing Importance of Digital Continues
The world is moving further away from traditional methods of communication and the digital age is well and truly upon us. Digital marketing allows businesses to engage with a far wider audience, get the most out their advertising and marketing spend and helps businesses achieve overall goals by knowing which channels generate the highest ROI.
Video marketing, live video and personalisation is becoming more and more popular due to inbox overload and offers businesses a chance to live stream product launches, tutorials and behind-the-scene experiences. Since 2013, email marketers have been including video in their campaigns. Why has this suddenly exploded? Because it works! Video connects immediately to the client, conveying emotions and a message that is far more memorable than static words in a newsfeed.
Purpose Driven Marketing
Purpose driven marketing is communicating your WHY. It doesn’t just impact your customers, it defines your business as a whole. When you stand behind your narrative, you’ll attract your ideal customer and the type of people you want working with your company. Purpose driven marketing helps set your brand apart because it lets clients know that you aren’t just in it to make money – you’re also out to make a difference!
It creates a sense of culture and allows customers to interact with your company’s mission – it is selling a product or service AND a purpose. Why should it matter to you? Shared interests and needs create brand loyalty. Brand loyalty means that your customers are more likely to purchase your product or service over similar products in the marketplace.
Content Saturation Means You Need a Smarter Strategy
As digital marketing continues to rapidly grow, engaging with the customer and building relationships with them is becoming more competitive. Many businesses by now have caught on to the fact that relevant, interesting and inspiring content is a great way to reach out and connect with their customers – but this inevitably means we have reached content saturation crisis.
In 2017, almost all businesses have some sort of content development activity in their business, however, the ones that will truly succeed in their content strategy will be those that are doing it smarter by really tapping into the heads of their customers and developing highly relevant and targeted content that connects and resonates with their audience. And of course, using new tools and channels to communicate.
Marketing automation is not limited to just your email messages. Automation is a tool-kit: think CRM, behavioural email marketing and social-media marketing and automated email marketing.
For your automation software to really show ROI, it needs to become more efficient and effective at moving people from prospects to customers. An automated sales funnel will help you increase your list of customers, stay in touch with your prospects and increase your sales.
Most marketing automation tools allow you to manage your social media campaigns and post to multiple accounts simultaneously. This has the added benefit of saving time and staying organised by enabling you to schedule your campaigns and social media posts ahead of time.
Making use of marketing automation software has the benefits of saving time, having more relevant communication, increased customer engagement, opportunities for cross-sell and up-sell and increased revenue. With automation software becoming smarter, more intuitive and more affordable, 2017 may be the year that SME’s adopt a marketing automation system.customer-centric marketing, digital, marketing automation, marketing trends 2017, purpose-led marketing, video marketing