• Home /
  • Blog /
December 18, 2017

2018 Predictions: Relying on email will be a risky strategy…

It’s prediction time for 2018. What’s likely to happen next year in the world of marketing?

Here’s my take:

  • Big brands will still waste astronomical amounts of money on cinema and television ads. Seriously, cinema ads offend me almost as much as billboards.
  • The cost of sophisticated marketing automation will continue to fall, but making these systems work will become no less of a challenge.
  • Facebook (and related properties such as Instagram) will reward people who regularly appear ‘live’. Anything more then ten minutes old will be considered out of date.
  • The key challenge in marketing will be to orchestrate your message across a set of increasingly fragmented media. Management and creation will become increasingly specialist marketing tasks.
  • The majority of companies will not understand or get to grips with proper conversion tracking.
  • More companies will embrace storytelling as a marketing tactic, but most will do this in a superficial or self-centred way.
  • Remarketing will continue to be a good opportunity from a lead generation and consumption perspective, across an increasing range of platforms.
  • Splitting your communications across written, audio and video will continue to be a sensible strategy. The popularity and general awareness of podcasting will grow. Relying heavily on email will be a risky strategy.

Those are my predictions. What are yours?

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.