9 Digital Marketing Megatrends for 2018
9 megatrends across the 5 pillars of marketing today which every business should actionDownload Guide
The head of the world’s largest PR firm, Edelman, declared recently that the marketing industry has its business backward. That marketing has a “short-term and broken model”. And, he’s saying, it doesn’t have to be this way. Where brands could originally only reach and stimulate consumers through advertising or promotional marketing, we’re seeing brands such as American Express, Coke, Red Bull and Dove all creating content rich stories, integrated into much wider campaigns, to enable connections in consumer news feeds.
Annoyingly Edelman is pointing to “marketing” but referencing the advertising model specifically, but the point is still great if viewed in a wider context.
“I see the emergence of a new paradigm, which is ‘communications marketing’ instead of ‘marketing communications.’”
Richard Edelman, CEO, Edelman
Of course Edelman is encouraging a PR or journalistic mindset of ‘communications’ vs ‘marketing’. If we cut the jargon, this is a PR guru’s take on what’s now well established thinking for ‘new’ or permission based marketing as described by Seth Godin et al. What we’re saying from my perspective is ‘relationship marketing’ vs ‘promotional marketing’. And how long has the idea of one to one marketing been around? Since 1996, that's a long time.
Here’s another practitioner guru stressing that we should avoid limiting our thinkinking and plans to digital and putting it in a silo. In this article Marc Mathieu says: "People think too much about digital marketing".
“We need to start thinking about marketing in a digital world, a world gone digital. We think too much about digital marketing, which is applying thinking we have learnt to marketing digitally.”
Marc Mathieu, SVP Marketing, Unilever
No matter the jargon, thought leader or angle we approach it from - what I feel we can understand is that: A lack of a coherent, customer (or consumer) centred is the death of successful online marketing (or PR, or whatever angle you approach it from). Creating poorly integrated online marketing strategies or plans can cause further problems
We can break this down further by way of understanding the problem in order we design the right solutions - and more importantly, not f**k up our marketing strategy.
“Rational and built for consumption.” (Useful to the reader)
“Emotional and built for sharing.” (Of human interest)
“Supported by data and insight.” (Factually sound)
With 67% of the search market, Google remains king from an ever-important search perspective, and as search and discover tools like Knowledge Graph suggest, it’s getting increasingly more sophisticated at not only returning the richest query results, but also anticipating what someone will want to see next. Forget those one dimensional old practises about “how to rank for [xxxx]” - it’s time take a much broader view of consumer journeys.
What say you? Any advice for keeping a firm handle on your strategy?
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan’s interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan’s background here Linked In.
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