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 Anything more then ten minutes old will be considered out of date.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

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