6 marketing hot topics in 2017by Vladimir alemDecember 2017

What is coming in 2017, my little crystal ball?Great expectations we always presume, but as a marketer, the big concern is… how to measure the real impact of our marketing efforts… and this stills the most important question for years. Remembering a very popular quote: we can’t improve we can’t measure.

In the marketing context, especially with an explosion of investments in digital marketing, we no longer lack tools to automate different marketing disciplines, besides email marketing, personalized advertising, account-based marketing, marketing analytics, planning and many many others.

however……what is observed, especially among some small and many medium-sized companies, is a total abstraction of the existence of these technologies to support marketing initiatives to leverage their growth potential.

On one hand, due to the costs of these solutions, on the other, and much more serious, due to a lack of internal knowledge about marketing techniques and technologies, and even having both, a third situation appears whereby the complexity of operating them with an end-to-end approach over a single marketing platform.

Observe your core foundations…With eyes on this scenario, how can we keep the adoption of these techniques and technologies simple and feasible?

Yes, tech-solutions matter, but first plan your marketing efforts linking each activity with one or more objectives that you have defined, secondly, learn more and go deeper to understand your buyers’ behaviors, already aligned with your value proposition. Remember, these 3 aspects will work as a core foundation of your business.

In the next slides some helpful hot topics that will help you think about how to improve your marketing effectiveness…

1.Agile

marketinga new approach is necessary in the new

marketing real world and the agile methodology is in every part showing that it

can greatly contribute to achieving better and faster results.

2.Go-to-market

if your business model considers partners, extend to them techniques and

technologies to leverage their (your) potential.

3.Marketing

technologies there is an explosion of options to help you to

improve your processes and turn your marketing more cost-effective, disciplined and

measurable. You probably don’t need a complete Marketing Automation Platform to

start, but understanding more about these will bring some good insights.

ABM is not just for big companies anymore or just to engage, but rather

much more about building an authentic connection between you and your

customers and reestablishing a real engagement strategy among sales and

marketing.

4.Account-Based

Marketing

5.Engage, Nurture and Advocate

these three processes should be working together in your action plan and

especially in the way you are approaching the buyer-personas.

multiple approaches synced with multiple devices will be mandatory to

guarantee effectiveness in your content and digital marketing strategy and also

field activities. But remember to avoid to flood with content and overwhelm your

buyer-personas.

6.Mobile matters

At the end of the day, Remember to be SMART+A…Finally, along the last 20 years what was more effective for me was to keep always every marketing program SMART + A (Specific | Measurable | Attainable-Relevant | Time based + Accountable).

Along the next coming weeks I’ll be posting my view about each of these topics.

Excellent marketing insights in 2017.

Happy holidays!

Thanks!I am VladimirAlemMarketing Leader with an extensive international experience working with global corporations and startups.

You can find more about me at https://www.linkedin.com/in/vladimiralem