The Seven Trends That Will Shape Consumer Marketing In 2018

The Seven Trends That Will Shape Consumer Marketing In 2018
SHARE
THIS



In this festive guest piece, the co-founder and managing director of Seven Communications, Patrice Pandeleos (pictured below), shares her top consumer marketing trends for 2018…

  1. Customer experience will form the heart of consumer planning

Brands and agencies will rush to find new ways to put their customer experience at the heart of what they do.

Using data to map out customer journeys and user experiences will lead to better planning and help create more personalised content. This change will mean a significant increase in the amount of content brands need to create.  In turn, the storytellers amongst us will be busier than ever.

Patrice Pandeleos Photo

 

  1. Customer lifetime value (CLTV) will be the #1 success metric

A fragmenting media landscape, the rise of social media and technology have created an attention deficit world. As a result, it’s harder than ever to run a marketing campaign and understand the clear ROI by channel in a short period of time.

To truly understand ROI, marketers will have to embrace longer-term customer lifetime value (CLTV) to truly understand their success.  Overtime this will mean marketers will be able to understand which audiences have the most long-term value.

  1. Influencer marketing will take a significant slice of traditional media budgets

With some influencer audiences rivaling prime-time television viewership figures and dwarfing print circulation, it makes commercial sense for brands to use influencer marketing to reach consumers.

Investing $10,000 to have a relevant influencer become an advocate for your brand is a far more attractive proposition to spending up to five times that on one national prime-time 30-second TV spot. From a PR perspective, influencers offer another trusted third party to tell your brand’s story.

  1. Voice activated back-ends become a focus for marketers

Long gone are the days of searching a directory to find the coolest bars to go to or calling a mate to ask for travel tips and advice.

Whether you prefer Siri, Alexa, Cortana or Google, voice-activated back-ends are getting smarter at understanding user behaviour and intent.

This means marketers have a greater opportunity to use voice search and over time, use this tool to create cost-effective and responsive campaigns with endless possibilities.

  1. Brands and social networks will fight back against fake news:

This year was the year of ‘fake news’ and 2018 will be the year that brands and social media fight back. The public and private sectors are placing greater scrutiny on the major players to monitor content and its authenticity.

Trust has always been an important factor when brands decide to spend money with media.  Next year, we will see greater pressure than ever before to consider the negative impact on a brand’s reputation when aligned with untrusted media platforms.

  1. Better use of AI powered Chatbots

Have you noticed lately that every brand wants to have a conversation with you? Not just on a brand’s website, but also on their social media pages.

Whether it’s giving advice, helping you with a query or encouraging you make a purchase, it’s likely you’re having a conversation with a smarter-than-ever AI-powered chatbot.

The rapid advancements in AI mean 2018 will see many brands seek new ways to improve the way they use this technology to help respond to customers faster than ever and convert sales.

  1. The transition of Millennials to Gen Z

Brands targeting a younger audience need to turn their focus to Gen Z and stop talking about the now older demographic of millennials.

Gen Z have grown up with social media. They use Instagram and Snapchat more than Facebook and they’re comfortable using five screens at once compared to Millennials who use two.

Their attention span is shorter than that of Millennials and they aren’t loyal to any platform.  Gen Zs are tech-native, as opposed to millennials who are tech-savvy, and they prefer messenger and apps to email and Snapchat and Instagram to Facebook.

Gen Zs have grown up in an uncertain world – with terrorism, political and economic unrest and seeing millennials struggle to gain employment and buy a house. All of this has made them more cautious with their money and more pragmatic in their approach.

 

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]