Marketing Resolutions for 2017

 

Much can be learned from 2016 when it comes to marketing. Our president-elect threw the rulebook away when it came to running a conventional campaign. As the chief stakeholder of one of the most recognized brands in the world, Donald Trump proved that marketing plays a tremendous role in winning an election.

Rather than reflect on the marketing successes and failures of 2016, we’d like to look ahead with our recommendations on how to move your brand forward with our 2017 List of Marketing Resolutions.

1. Think Like Your Customers
   The best way to reach your target audience is to understand their spending habits as well as the “path to purchase.” While today’s marketing should include a multichannel approach, it is also important to understand which channels your customers are most likely to use and what tactics should be used to engage them in those areas to increase brand awareness and conversions. This rifled approach allows companies to strategically spend their marketing budget and get the most bang for their buck.  
    
2. Be Genuine and Relevant
   Many companies become so ultra-obsessed with branding and promotion that they lose sight of what it means to be open and frank with their customer base. Today’s savvy consumers are less interested in glitzy campaigns and more concerned about the quality and value of your product or service. Brands should continue to embrace content marketing a way to provide useful and meaningful information to their customers. Positioning your brand as a trusted and valued resource will pay off in the long run.  
    
3. Embrace New Technology
   Shying away from new and emerging technology will soon render your company obsolete. Regardless of whether you’re marketing to baby boomers or millennials, technology should play a major role in how you move your brand forward. Augmented and virtual reality have been slowly making their way into the marketing industry with concepts such as interactive ads, 360-degree videos and high-tech retail experiences. Embracing these concepts will help give you a leg up on your competition.  
    
4. Be Clever. Not Silly.
   Humor is often in the eye of the beholder. However, when executed properly comedy can be an effective way to make your brand more approachable and memorable. Who can forget the E-Trade baby who discussed his stock portfolio from a high-chair? Or the Old Spice commercials starring “The Man Your Man Could Smell Like.” This tongue-and-cheek approach to marketing grabbed the attention of millions of consumers and increased brand awareness through word-of-mouth marketing. While comedy can sometimes be hard to pull off, well played humor can create years of brand equity.  
    
5. Don’t Forget Data 
   Marketing can never achieve the highest level of effectiveness or impact without data to support it. The importance of data cannot be underestimated. It should serve as the foundation for both strategy and tactical execution while giving marketers the ability to track, measure and refine their campaigns. Despite the rising importance of data, there still remain skeptics who distrust the concept. Let 2017 be the year to shed those fears and embrace data and all the consumer trends, patterns and shifts that come with it.
    

Looking for help with your 2017 Marketing Resolutions? Contact Kelly Smedley, Director of Strategic Solutions, at 717-569-8826 x24 or ksmedley@lmiadvertising.com.

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