Looking into the future, it is important that companies have a clear digital plan entering 2018. With a multitude of different platforms at every marketer's disposal, it can be challenging to know which ones need the most attention to connect with potential customers.
However, there are some channels and media that cause the biggest disruption for marketers and their efforts to get their brand noticed.
When we asked respondents about future disruptors to their busi- ness, people across the globe cited the current political landscape as a source of disruption in their jobs. For the rst time, we received a multitude of references to current events: Brexit, the current U.S. administration, economic crises, world politics, and even a call-out on currency uctuations in South Africa. For business leaders, uncertainty and fear in the political and economic climate are only compli- cated by the speed of change in the marketing and sales industry and the speed at which new digital challenges occur.
The biggest disruptor was video, then AI and VR and a constant disruptor including social media. This is probably because of the rate social media changes - new features are added, old features are updated and there are new algorithms to take into account to make sure you stand out. With a multitude of brands using social media to reach potential customers, it's very competitive.
Although video remains a big disruptor, Youtube remains the top content distributional channel to add into a marketing strategy (49-52%), within the next 12 months, from senior level positions. Facebook video follows closely behind (43-50%), with individual respondents believing this is more important than Youtube.
By Carolanne Mangles
Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.
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