Future Of Marketing: 2017 Predictions From Marketo MD ANZ
In this guest piece, Managing Director ANZ at Marketo, Bill Binch, discusses marketing trends from 2016 and predicts how these will evolve in 2017. He presents five predictions that he believes will dramatically change the landscape of marketing in Australia.
As 2017 begins, the marketing industry in Australia once again has proved – perhaps more so than many others – that it shifts year-to-year, season-to-season, and even minute-to-minute.
2016 brought many changes and new trends to the marketing landscape, ultimately transforming the way marketers operate permanently. In 2017 we will see a new era of challenges and also new innovations that will make the lives of marketers easier.
If marketers are looking to get a head start on their competition, then it is important they prepare for what 2017 could bring.
Here are five predictions for 2017 that not only focus on trends, but how marketers will need to adapt to them.
1. Predictive Analytics will morph into Account Based Marketing
Although Predictive Analytics is not a new technology, Australian businesses are starting to adopt it more due to its benefits becoming more evident.
Organisations need more than simply Predictive Analytics, which needs to transition into Account Based Marketing. Whilst many companies have been using ABM over the last few years the availability of new technologies means that this process has become more efficient and disciplined.
The arrival of Social Marketing a few years ago lacked in execution, despite its boom, as there was no road map to follow. However, ABM has the potential to be different – we have analytics that we constantly pay attention to and a vocabulary that all marketers speak.
2. A shift in the engagement equation for B2B marketers
Due to the convergence of MarTech and AdTech, B2B companies are starting to change their approach, behaving more like B2C marketers when it comes to bridging their owned and paid channels.
As marketers are continually looking to improve personalisation and maximise engagement, measurement and revenue, many companies are shifting to an approach that traditionally B2C marketers would take.
Using technology now available to marketers, customer insights from owned channels can be utilised to drive better results in paid channels to help achieve these objectives.
With large, enterprise-scale B2B companies as guideposts, we predict that this shift among B2B marketers will accelerate throughout 2017.
3. Full-brain marketers join the talent pool
In 2017, the need for individuals who are multi-talented generalists that can easily handle countless challenges will be much higher.
Marketers have always considered themselves “right-brain” marketers, touting their creativity skills, but for 2017, the need for digital savvy leaders will be fundamental for businesses wishing to move forward and remain competitive.
Australian leaders and CMOs will experience a need to transform into a more digitally oriented business and it is important that they and not simply marketers are adequately prepared for this. Alarmingly, in the digital skills and salary survey, participants said 40 per cent of senior managers in their business had only a moderate understanding of the importance of digital skill sets, with 20 per cent having little understanding.
In 2017, look for this statistic to change and business leaders and marketers to strive to become more digital savvy, in order to keep the business relevant.
4. Sales and marketing will need to define what alignment looks like
Much has been written about sales and marketing alignment: that salespeople are from Venus and marketers are from Mars. We identified this problem years ago and now it is time that we join together to solve it. 2017 is the year where the definition of sales and marketing alignment will be finally settled.
Currently most sales and marketing alignment consists of measuring lead flow at stages in the funnel but with ABM, Predictive Analytics and numerous other digital marketing strategies available we need to strive to be better!
Instead of measuring solely volume and flow we need to solve the quality item as companies that focus on aligning the two have proven their success by increasing sales by a staggering 67 per cent.
It’s time to make 2017 the year we stop talking about sales and marketing alignment and actually start doing it by advancing the old funnel model into a modern model of funnels with checks and balances.
5. Customer retention top-of-mind in spend and structure
A shift in customer spend and efforts – with switching costs lower and customer choices higher – will become more of a priority for marketing efforts. The importance for customer retention will be signified, as increasing customer retention rates by five per cent could increase profits from 25 per cent to 95 per cent.
In 2017, a greater emphasis will be placed on creating a level of personalisation and forming relationships through personal engagements throughout each lifecycle stage in an effort to build brand loyalty and advocacy. Think journeys for your customers, where each step of the way has a new chapter of the story unfold.
If businesses want to ensure they are prepared for 2017, then these predictions are a great place to start.
Latest News
Choose A Path Less Trodden This Cannes In Cairns
Don’t be basic. Think creatively and you shall reap the benefits of Cannes in Cairns. “We want brands!” “We want the CMOs!” We heard you and we acted. The content slate at this year’s Cannes in Cairns, presented by Pinterest, is packed to the rafters with some epic brands and top marketing talent. But that’s […]
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.
Rumble Nabs Renee Park From Cutting Edge
Rumble has recruited Renee Park as one of its new sound designers. And it's only right to make some noise about it.
iD Collective Teams Up With City Of Parramatta To Amp Up NRL Fan Experience
Adland's often lampooned for never going further west than Surry Hills. So this Parramatta news is welcome indeed.
Slew Of New Hires At The Company We Keep
The Company We Keep announces new hires. Here's hoping it doesn't impact the RBA's interest rate decision.
UnDigital Announces Brand Refresh Helping Clients Achieve More Than 600% Sales Increase
Warning - this headline comes with some obscene bragging. Much like the B&T editor's 5/8 in the weekend footy tipping.
Microsoft Advertising: “We Make The Complicated Simple”
Microsoft ads wants to make the complicated simple. The total opposite to Korean restaurant menus & the recent Yes vote.
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.