2017 Consumer-Powered Marketing Predictions from RadiumOne
Over the past year, we have seen how the advertising industry has been changing. And we have been evolving along with our customers by expanding our capabilities to help them unlock actionable insights along the consumer journey. We have put forth our new brand promise for marketers — Connections that Matter — connecting consumer signals from paid, earned, shared, and owned assets to help our customers find high-value consumers.
As we move into a new year, we fully expect that the marketing landscape will change from what it’s been in the past, and honestly, we’re excited about that. Recently, Dave Zinman, our COO, provided a prediction on the future of marketing data for this Forbes piece. That got us thinking: what will 2017 be like as it relates to marketing to consumers successfully? Here’s what we see in our crystal ball.
The marketing industry is an interesting one: as tools and technology become more evolved, we’re finding ways to connect with consumers in more meaningful and effective ways.
And the future looks bright: as consumers take control of what they want from marketers, we’re finding more — and better — methods to actually engage them in ways that result in long-term relationships.
- Marketers Will Better Understand (and Leverage) Consumer Behavior in Apps
In the new year, marketers will have greater insight than ever into in-app consumer behavior. Not only will deep-linking provide better conversion within apps, but we’ll see more insights and analytics available to marketers. Marketers can then leverage this knowledge to target consumers in apps at the right time in their consumer journey — to increase conversions, sales, and overall business outcomes.
- Forget Measuring Clicks. Marketers Will Demand Real Business Outcomes
For years, we’ve danced around campaign metrics like clicks, likes, engagement, and their ilk. But these intangible measurements are useless to marketers.
2017 will be the year the we see more brands switch campaign metrics to better understand how their efforts are driving sales and impacting their business. Analytics will be the key driver to this, and every engagement point will be tied directly to a dollar amount.
- Marketers Will Better Understand All Consumer Signals: Paid, Earned, Shared and Owned
Up until now, marketers have been blind to various signals that help understand where a consumer is at on their purchasing journey. Without this critical data, it is challenging to know what customers are of the highest value, and when and where to target them – the moment they are most likely to convert.
Consumers are constantly moving back and forth between the active evaluation and initial consideration stages before making a decision. Marketers are unknowingly optimizing towards misleading metrics that are not always aligned with company KPIs. The result is high wastage through targeting consumers who are either not interested and existing customers who are unprofitable.
In 2017, marketers will focus on understanding the entire consumer journey across all channels.
- Publishers Will Get Tough on Ad Blockers
In 2016, we saw the advertising industry continually challenged by ad blockers, leading to discussions and debates around how best to evolve advertising practices to fight them.
In 2017, publishers will be less focused on making their ad experiences better for consumers, and instead begin to adopt emerging technology for preventing ad blockers, forcing consumers to remove their ad blockers in order to see content. This year we saw some publishers already start to implement technologies to combat ad blockers, and next year we expect to see even better solutions, resulting in a decrease in consumers activating ad blockers in the first place.
- Cross-Device Marketing is the New Norm
Mobile is no longer a nice-to-have strategy. It’s everything.
No longer does marketing to consumers happen just when they sit down at their desktops. Over the past months, we’ve seen an evolution in how and when marketers reach out to customers so that now we’re connecting to them 24/7 through their most trusted tool: the smartphone.
In 2017, marketers will need to develop cross-device marketing solutions if they hope to keep up. Brands will invest significantly more in campaigns that reach consumers on the go on different devices, and will see better business outcomes from their investments as a result.
Marketers who ignore the fact that the amount of time people spend on mobile devices has doubled, as well as the implications of that fact on marketing, will lag behind in connecting to the tech-savvy consumer.
Whatever happens in 2017 for the marketing world, one thing is apparent: consumer-powered marketing will be at the center of everything. Understanding this, you can go forth into the world with your own marketing strategy and succeed at engaging consumers in a meaningful way.