Académique Documents
Professionnel Documents
Culture Documents
Here are, in order, the top 10 marketing trends for next year
as rated by the number of times they were mentioned in
the best rated articles by Google (altogether, 26 trends
were identified – see the end of the article for a full list and
sources).
3
Trend Nr 1.
The Rise of Marketing Cloud, Automation and
Predictive Analytics
The Rise of Marketing Cloud, Automation and 5
Predictive Analytics
Different marketing technologies and tools continue to play a
huge role in 2017 and they will also be applied more
holistically. For instance, predictive analytics may act as a
crystal ball to forecast sales and trends, but also help in
determining the best marketing mix (such as content,
promotions and channels).
Our own 2017 will start with a blast in the predictive analytics
arena as well, with our new proprietary conversion
modelling engine launch at Superweek 2017 conference
in January.
Total mentions: 11
6
Trend Nr 2.
Shorter Messages and More Focus on Video
7
Total mentions: 9
8
Trend Nr 3.
Larger and Faster Focus on Marketing ROI
(MMM, Attribution, Multi-touch Attribution,
Conversion Optimisation)
9
Larger and Faster Focus on Marketing ROI (MMM,
Attribution, Multi-touch Attribution, Conversion
Optimisation)
The year 2017 also more strongly connects marketing to
measurable business objectives and takes the factors of “intuition”
or “gut feeling” out of the equation. For instance, attribution or
Marketing Mix Modelling (MMM) help to tie the effect of different
marketing initiatives, touch points or channels to e.g. sales or
conversions. This type of data-focused view on determining
marketing’s effectiveness is a must for knowing what works and
what doesn’t.
Total mentions: 8
10
Trend Nr 4.
Artificial Intelligence, Machine Learning, Chat-
bots and Voice
Artificial Intelligence, Machine Learning, Chat- 11
Total mentions: 7
12
Trend Nr 5.
Big Data and Marketing Analytics
13
Total mentions: 7
14
Trend Nr 6.
Virtual Reality and Augmented Reality
15
Total mentions: 7
16
Trend Nr 7.
A New Degree of Personalisation
17
Total mentions: 6
18
Trend Nr 8.
Democratisation of Analytics and Analytical
Tools
Democratisation of Analytics and Analytical 19
Tools
In 2017 there will be more and more analytical tools available for companies and marketers of all sizes e.g. due to lower
prices and easier integrations. Some examples for (smaller) businesses include using analytical tools for identifying sales
leads or cost-efficiently experimenting with A/B testing, or in the context of retails as seen in this retail technology research
report (behind the bump).
We have written previously on what we see as one of the most important trend for companies to act on in order for them to
take a full advantage of the potential data, analytics and technology bring to their grasp. The democratisation of analytics for
wider organisational use is that. You can read our thoughts on the topic from e.g. here and here.
Total mentions: 5
20
Trend Nr 9.
Omni-channel and Cross-device Marketing
21
Total mentions: 5
22
Trend Nr 10.
Acquisition of New Skillsets – War on Talent
23
Total mentions: 5
24
Convergence of organizational
Ads focus into Google and Facebook Agile marketing / growth hacking
Big data and marketing analytics functions (IT, marketing, development,
platforms becomes more widespread
HR)
Data visualization becomes the norm Dedicated apps Democratisation of analytical tools Explosion of programmatic
Marketing cloud, automation and Maturing content marketing programs Mobile ad revenue increases
New degree of personalisation
predictive analytics + native advertising exponentially
Trend Sources:
Smart Insights,Aj Agraval /Forbes,The Drum,EditorEye / Catalyst Tracking,Marketing Land,Digital Transformation / Futurum Research,Marketing Trends / Futurum
Research,Tech Target,Gartner,KPCB, DMA,Click Rain,Circle S Studio,Walker Sands,Econsultancy,Content Marketing Institute,Social Trends / AudienceBloom,Online
Trends /AudienceBloom,Search Engine Watch,Shout Me Loud,Jun Group.
27