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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.