2016 was a year of considerable uncertainty on many fronts but, on a marketing level, there were some clear trends emerging and ones that we expect to continue to gather pace during 2017. V Formation’s Hilary Campton shares her predictions for marketing in 2017.
Digital marketing is not going away!
Whether you were an early adopter of all things digital or are only just arriving at the online party, 2017 is a fantastic time to be reviewing your digital strategy. Google updates continue to force businesses to ensure that their websites are mobile friendly and findable. This is giving marketers a great opportunity to review their company’s online presence and to take the opportunity to create websites that deliver an impeccable user experience and support overall strategic and commercial objectives.
It’s all about millennials…
With millennials (also known as Generation Y) predicted to make up around 50% of the workforce by 2020, marketers are being tasked with ensuring that both their external and internal communications resonate with the demands of this new generation of decision makers and employees. For these younger marketing professionals – and especially those in ‘solo’ roles in their organisations – we predict that mentoring will continue to grow in popularity, providing millennial marketers with a sounding board and ‘best practice adviser’ when they need it most.
Focus and evaluation will be essential
Whilst budgets may be creeping back up, marketing teams remain pretty stretched. This lack of resource means it simply isn’t possible to do everything. This may mean more businesses outsourcing key elements, such as communications and PR. We are also seeing businesses being much more strategic in their approach and focusing on specific key elements rather than just doing lots of ‘stuff’. And we expect that marketers will be increasingly asked to do more evaluation and demonstrate that marketing activities both support the strategic direction and deliver a return on investment.
If you need help with your marketing plans for 2017, please get in touch for an informal chat.