2018 is basically here already and, honestly, we cannot wait to kick 2017 the hell out of here… So much has changed this year. Whether for the good, the bad, or the ugly.
Just thinking about how much marketing has changed in the past 12 months is a wild trip down memory lane.
“Soooo..where is marketing headed in 2018?” We’ve been asking ourselves that a lot lately. And, wouldn’t ya know, Campaign Monitor has the answers for us in today’s Read. They threw that question to six of the best and brightest marketing minds, and got tons of solid predictions from them.
You’re gonna want to read this to stay ahead of the curve in 2018.
- The marketing funnel will die. Marketers have traditionally lived in the Awareness, Consideration, and Decision phases of the funnel. As buying behavior continues to evolve, we need to be everywhere—even after the sale!
- Email targeting will become turbocharged. Relevance matters more than just about anything. If your emails are relevant to subscribers, you’ll have higher open rates, better experiences, and more sales. That means you have to stop sending mass emails to everyone on your list. Segment, target, personalize. The brands who figure that out will win.
- The journey to 1:1 personalization is on. Just like we mentioned up there, the closer your marketing efforts feel like 1:1, the more likely you are to win. Just look at what Spotify did with their 2017 Wrapped campaign. That was personal.
- Predictive marketing metrics will become coveted by marketers. Think you have too much data now? Get ready for even more. But, it’s going to be a good thing. Predictive analytics will help us uncover your best leads and their attributes that will be the most profitable over specific time periods. Basically, your ad targeting is about to get a lot more specific.
- A new type of combined email marketing automation is rising. Automation of all types is about to get more specific and easier. Want to send a separate campaign to people who clicked a specific link in an email? That’s coming. Soon.
Today’s Read has about 10,000 other things we couldn’t fit in here.