The Future of Marketing: 30 Experts Share Their 2018 Predictions

By Erica Abbott

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Personalization, video content and artificial intelligence are just some of the trends that ruled the marketing industry in 2017. This year, marketers focused on developing quality content, employing bots and connecting with customers through multiple mediums—but what trends are expected to dominate in 2018?

According to Hubspot’s State of Inbound 2017 report, “61% of marketers believe their organization’s marketing strategy is effective,” prioritizing strategies such as visual content, messaging apps and artificial intelligence. The trends that are expected to take over in the upcoming year include utilizing customized messaging and voice search, building credibility in local markets, maintaining a creative, human element in the overall marketing process and more.

Take a look at what some industry experts predict for the world of marketing in 2018:

What Are Your 2018 Predictions for Marketing?

1. Jeanne Hopkins, Executive Vice President and Chief Marketing Officer at Ipswitch – @jeannehopkins

Top of the funnel mentality creates constant friction between sales and marketing, as well as a lack of full-funnel ownership and accountability down the chain in marketing organizations. In 2018, rather than split the pipeline horizontally, organizations will split it vertically, creating responsibility for sales and marketing across every stage of the sales funnel and buying process to improve accountability and results. Marketing will take more responsibility for employees, prospects and customers.


2. Dave Charest, Director of Content Marketing at Constant Contact

Continued marketing personalization, across all channels, is a trend marketers can’t ignore. While email marketing has traditionally been a one-to-many medium, it’s a great example of this trend being brought to life as we see an increase in customized messaging heading into 2018. A major catalyst behind this shift has been advances in personalization technology, especially click segmentation. As data collection capabilities continue to improve, we can expect email marketing 2018 to become even more tailored to the customer – something particularly valuable to small businesses that often have a variety of products that don’t necessarily appeal to every customer.


3. Nick Edouard, Chief Product Officer at LookBookHQ – @nickedouard

In 2018, marketers will focus on a new class of data that answers one very important question: was your marketing content actually consumed? If marketers can start to answer that question, they can better evaluate every dollar they spend, every program they run, and every piece of content they create. At the most mature organizations, marketers will join this new class of data with other sources to create a unified view of their marketing performance. All of this data is also key to moving AI beyond the hype cycle and training machine learning technology so it’s actually useful to marketers.


4. Tabitha Jean Naylor, Owner of TabithaNaylor.com – @tabithanaylor

Small businesses are going to realize that their marketing strategies shouldn’t be about mimicking big brands, but should focus on building trust and credibility in the local market instead. It’s all about harvesting the opportunities in their Go to the full article.

Source:: Business 2 Community

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