The marketing landscape is evolving, and these are the top trends we see happening.
Everyone will be a data scientist
As the volume and complexity of data continue to grow, data science will become a core competency for every employee across your organization. Data scientists will be responsible for helping make decisions about which features are developed, what type of content to create, how new products should be designed—and even how customers should be supported.
The question then becomes: How do we train all employees to become data scientists? To answer this question, we need to consider how companies currently hire and develop their talent. Today’s businesses tend to focus on vertical expertise to provide specialized services (e.g., lawyers, engineers), but as digital marketing matures into an industry that serves millions of businesses worldwide—all with different needs—it becomes clear that individualized skills aren’t enough anymore.
Companies need employees with a breadth of knowledge to be able to meet the demands of customers. Most organizations don’t have the time or resources to develop their own data science teams, so they must look outside of their organization for specialized talent. But finding the right people is difficult because even if you can find someone with all of the necessary skills and experience, they may not fit with your company culture or share your values.
The solution is to train employees in data science so that they can be a part of your organization’s strategy. You’ll need to ensure they have the right mindset and skills, but this is possible if you set clear goals for them from the beginning.
Marketing software will continue to converge
On the horizon of digital marketing is the convergence of software. Many companies are moving to a single platform for marketing, including marketing automation, CRM, CMS and email marketing.
This is called “single platform” rather than “single interface” because it’s not just about having everything in one place—it’s about having all your data in one place as well. A truly integrated system means that any change or update you make in one channel can be reflected in all other channels automatically. That way when you send out an email newsletter, it’s already been scheduled on social media accounts and vice versa. You can even set up automated emails responses so if someone contacts you by phone or email they get an immediate answer with whatever information they need at their fingertips (more on this later).
The benefit of having all these tools in one place means that there’s less work for your team—and less time spent trying to find old documents or figuring out how something works!
Content marketing is not dead, it is just evolving.
It’s true that the traditional way of doing content marketing (i.e., putting out a blog post once a week) may not be the best approach anymore. But content marketing itself isn’t going anywhere anytime soon—it’s one of the most effective ways to build trust with your audience and build relationships with them over time. In fact, building trust through content can lead you to convert more people into customers because they’ll feel like they know you already after reading or watching your content for years on end.
There are a number of ways to do content marketing well: – Create valuable, educational content that’s interesting and entertaining – Connect with your audience on a personal level by sharing your story – Share helpful tips, tools and resources
Agencies get creative with delivery models
As more and more people turn to digital platforms for news, entertainment, and information, agencies will need to find creative new ways to reach consumers.
One way for agencies to deliver their clients’ messages is through technology platforms that integrate with social networks. These platforms connect users looking for information on a particular topic with content providers who are experts in that area. For example, if you’re interested in learning about the new features of your favorite smartphone or tablet computer and want recommendations from trusted sources (such as friends), you might go online and search for answers. In the past this would have been done by searching Google or Yahoo!, but increasingly people are turning instead toward Facebook or Twitter as their primary search engines. Platforms like these allow users access directly into an existing network (i.e., their friends) without having first conduct any kind of research on one’s own behalf; they also provide instant feedback with respect how many people have read what was written previously as well as how many users liked/disliked something before deciding whether or not they agree with its contents overall.”
Companies will have to take a more multi-disciplinary approach to design
Companies will have to take a more multi-disciplinary approach to design. As the role of design becomes more strategic, companies will need the right people on board who can solve business problems using user insights and research, as well as formulating creative solutions that are both inclusive and scalable across channels. Designers are becoming more of a strategic asset—they’re not just there to make things pretty anymore: they’re also helping make things work better for users.
Design is becoming more of a business enabler
As companies become digitally savvy, they understand that great design can help them reach their goals faster than ever before. But with so much potential at their fingertips, how do they know where best to invest? That’s where we come in! We’ve got all the answers you need about how digital marketing works today—and what it could look like tomorrow.
MarTech stacks will get smaller and more integrated, not larger and more fragmented
In the future, you’ll need to know a lot more about your customers than ever before. You’ll need a system in place that can help you gather and manage the data they generate—and then use it to inform your marketing strategy. In order to do this, you’ll need a MarTech stack that’s integrated and scalable. This means:
- Less fragmentation and more focus on integration between different tools
- The ability to use one system for all of your marketing needs—from lead generation through sales management
- A data-driven approach that allows you to reach customers where they are and measure how effective your efforts are
Here are the top trends, along with examples of companies that are leading in each area.
- Content marketing: Content marketing is a form of marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
- Mobile marketing: Mobile marketing is the practice of delivering interactive messages to consumers through their mobile devices.
- Voice search: Voice search refers to the use of voice commands as an input method in computers, smartphones/tablets and other consumer electronics devices.
- Brand advocacy: Brand advocacy occurs when customers take action (e.g., likes or shares) online on behalf of your brand because they like what you offer or because they want others to know about it too.* The future of digital marketing: The future of digital marketing has never been more exciting with new trends emerging every day! Nowadays there are so many ways for customers around the world (including yours) to get information about products or services before making a purchase decision – whether it’s social media posts from friends & family members who have tried something new out recently; online reviews from sites such as Yelp where users can write honest feedback about their experiences using brands such as yours; or even just general news articles written by journalists who cover topics relevant
It’s clear that the future of marketing is one of increasing complexity and sophistication. Data science has been a buzzword for a while now, but as more companies rely on data to make decisions, it will become increasingly important for marketers to be able to interpret and communicate their findings. The convergence of marketing software means that there are fewer tools at our disposal, but those tools need to be integrated with each other in order to provide effective solutions. Content marketing isn’t going away anytime soon, but agencies need to adapt their models if they want their clients’ content efforts to be successful. And finally, MarTech stacks must be smaller and more integrated if marketers want their teams’ abilities aligned with the needs of today’s consumers who demand seamless experiences across channels
