Articles about what to expect in marketing in 2017 are essentially useless at this point. We’re far into the year, and soon, we’ll be reading about what to expect from marketing in 2018. Now that the year is well on its way, though, it’s possible to look back and see if predictions came true and what lessons we learned. Fortunately, the marketing lessons of 2017 are already piling up.
Quantity Means Less than Before
Nearly one-third of promotional budgets now go towards content marketing, so content strategies are obviously integral. In 2017, though, the idea of throwing everything at the wall and hoping something sticks no longer works.
Companies could once do well by just consistently creating content – regardless of its quality. With so many people in the content and social arena, though, this is no longer the case. Focus more on quality pieces rather than putting out large quantities.
Every Demographic is Now Social
Social media has long been thought of as a young person’s game. This led to business owners who targeted middle aged to elderly individuals looking for other marketing strategies. This is no longer necessary.
In fact, over 60 percent of citizens who are 65 and older are now on Facebook if they have internet access. Regardless of an entrepreneur’s target demographic, they can find who they’re looking for on social media in 2017.
Data-Driven Strategies Are Essential
More and more business owners are paying attention to data when considering marketing strategies, but it was pointed out multiple times at the 2017 SiriusDecisions Summit that most aren’t doing enough.
Intuition in marketing can occasionally pay off, but the truth is that utilizing analytics shows – without a doubt – what works and what doesn’t. If someone is running a business, there’s a good chance their competitors are focusing heavily on data-driven methods. This puts any entrepreneur who isn’t at a distinct disadvantage.
There’s still plenty of time in 2017 to get a great marketing strategy underway. The aforementioned tips can go a long way, but it’s essential for every business owner to stay abreast of trends in marketing and their own industry. This is the only way to ensure a successful marketing plan in 2018.
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