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 Anything more then ten minutes old will be considered out of date.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?