There are lots of lists out there about the marketing and advertising trends of 2017. As we hit the mid-point of the year, or at least the All-Star break, here are the trends that we, at Glue, have seen so far:
- Mobile-on-the-go: We’ve all heard about mobile-first, and by now, every client and agency person understands that anything digital has to be readily viewable on a smartphone. But mobile-on-the-go takes ease of scrolling, scanning, and sharing to the next level. Given today’s viewing habits, we believe that every site, digital ad, e-mail, and post should be validated from a user experience point-of-view that recognizes that the target customer is likely to be in motion.
- E-commerce as a key component of the marketing plan: For many of our consumer-packaged-goods clients, point-of-sale is more often an online than an offline destination. This requires agencies to create a gold standard, brand-specific e-commerce site that is continually optimized based on learnings about traffic, viewing, and conversion, and clients to partner with third-party e-commerce sites well-matched to their desired audience. As part and parcel of that, customer segmentation is at the forefront of marketing plans once again—it is just being applied in a different way.
- Continued blurring of the lines between PR and advertising: Digital, social media, and employee engagement are core to brand-building for almost every product and corporate effort that we are a part of. Do the tactics that go with them fall under advertising or public relations? That differs from company to company. But as shaping customer experience becomes the over-riding goal, that question matters less and less, since elimination of marketing siloes matters more and more.
- The need to do even more with less: This is a trend that is a perennial favorite, which is one of the reasons that we built Glue with a flat hierarchical structure—for lower overhead and greater efficiency. On the client side, this means smaller teams that are stretched thin and in need of an agency like ours that has the capabilities to be a true strategic partner. Doing more with less requires a combination of insight-based creative campaigns, which are inherently more relevant and motivating, and utterly precise tactical delivery, which leverages research and in-market learnings to find and focus on targets with the greatest potential to become loyalists.
- A recognition that strategic development is the wrong place to cut corners: At the beginning of our careers, at an ad agency long before Glue, when asked how they knew which campaign to recommend and which tactics to implement, the senior partners answered—“advertising is not about creating pretty pictures or developing a marketing plan that allows us to execute a lot of stuff; it’s about campaigns designed to stimulate desired actions delivered within a marketing mix built to pay out.” And over the years, it’s been demonstrated to us over and over again that without adequate time and money spent on strategic development, it’s impossible to know which campaign and set of tactics are able to meet those performance standards. So the Glue perspective—it’s better not to try.
For more examples of big-agency thinking, without the big agency, visit glueadvertising.com/#work