The 7 Most Surprising 2017 Marketing Trends
What can you learn from the 2017 marketing trends? Business to business marketers are always dealing with issues like growth and increasing ROI. That’s not likely to change anytime soon. Listed below are some of 2017 marketing trends that may surprise you but are deserving of your attention as you plan for next year:
1. Continued Increase of Mobile Marketing
Mobile marketing is certainly not new. In the middle of 2014, mobile devices overtook desktops as the most preferred method to view and download content from the internet. By the end of 2016, half of all business to business companies had responsive websites, which meant they were more easily accessible on cell phones, notebooks and tablets.
This was nearly double the number of sites that had mobile-responsive designs in 2015. There is little doubt that this trend will continue to climb, and eventually, all B2B marketers will see the need to have mobile-ready sites.
2. Continued Increase of Social Media Marketing
In 2015, 9% of marketers noted a significant ROI from marketing efforts on social media. By the next year, the percentage of marketers with similar findings had increased to 39%. Clearly, business to business marketers are learning how to successfully convert the activities on social media into leads, sales, and increased revenue for their company.
The role of social media will undoubtedly continue to be a factor in B2B marketing for the foreseeable future. It can be quite an ally as far as giving you the opportunity to access some face time with hard-to-reach people. It’s a tool you can leverage to keep your referral funnel full.
3. Marketing Automation Tech
Numerous studies show that one of the marketing trends growing the fastest today is the increased use of marketing automation technology. Automation tools are in play at every size and type of business to business marketing organizations.
They’re used to drive e-commerce sales, to generate and respond to leads, to gather customer data, and to manage campaigns across multiple channels, along with many other uses. In companies whose marketing contributes over half their sales, a full 58% of the top performing ones are using marketing automation.
4. “Agile” Marketing
For years there’s always been a lot of talk about working smarter, not harder. Agile marketing advocates working smarter and doing it a lot quicker. The concept sprang from the minds of software engineers and it evolved into the hot trend it’s now become in the marketing world.
The ultimate goal of agile marketing is to help you get the right thing done at the right time. This often means turning loose of traditional departmental barriers and working on using a collaborative approach.
It may seem challenging at first, trying to adjust a corporate culture to the agile marketing model, but the benefits go much further than simply an increase in sales.
5. Marketing with Visual Content
You can’t say you didn’t see this coming to B2B. Hubspot says it’s still used more by business to consumer marketers, but the business to business marketing arena is catching up rather quickly.
The predominant reason for the increase in this trend lies in the strong desire for companies to make their content more shareable, more compelling and more engaging than just written words. So keep an eye out for blog posts and posts on social media to contain not only more video but also more 360-degree video, as well as infographics and of course, standard images.
6. Native Advertising
Native advertising is material found in online publications that resembles an editorial piece but is actually the work of advertisers. It intends to promote the advertiser’s services and products and is proving to be a good alternative to interstitial advertising and traditional banner ads.
The lines will continue to blur between actual content and advertising. In fact, native advertising will continue to increase its current growth trajectory. It’s far less intrusive, helps educate the reader, gets more shares, and can be quite cost-effective for the advertiser.
7. Improved Customer Experience Balanced with Increasing Growth
Number 7 of 2017 marketing trends may have the greatest impact on business to business marketing. Businesses are focusing more on trying to improve customer experience and at the same time continuing to drive their growth forward. In building your customer loyalty, try to use this type of balanced approach.
Rather than focus only on methods based on the lifetime value of your customer, a business-centric approach, try offsetting it with techniques that are customer-focused. This lets you provide a relevant experience for your customer across multiple points, and you can concentrate on what they value the most.
You’ll quickly discover how the symmetry between these approaches can give you higher revenues and stronger feelings of customer loyalty.
Make sure you’re staying on top of the hottest 2017 marketing trends and beyond. Contact Loyaltyworks today, and we’ll help you stay on track.