The 14 Best Future of Marketing Posts of All-Time
Every month, we round up our favourite posts of all time on topics ranging from content marketing and social media to analytics and CRO. We delve into everything you need to get your startup the attention and traction it deserves!
As we dive headfirst into 2015, what better topic to look at than the crystal-ball predictions in the world of marketing?
So, without further ado, here are our 14 favourite future of marketing posts of all time.
Before you reduce BuzzFeed to a site focused “solely on humorous pop culture,” read this. Eric Harris, VP of Business Operations at BuzzFeed, proves why the platform deserves its spot among the social sharing kings as it sets well-informed trends that are sure to be followed.
Key Takeaway: "Some may say BuzzFeed wrote the book on shareable content, but the very nature of the social web means that those rules change every day. Understanding that is what makes BuzzFeed so successful."
A few years ago, personalization was already marked as a cornerstone for success in digital marketing. Yet today, it carries possibilities that were barely even imagined at the time. Aseem Chandra, VP of Digital Marketing at Adobe, presents a solid case for how and why personalization is the future of marketing.
Key takeaway: "By infusing that same drive, perseverance and creativity—as well as a touch of the latest technology—into our own marketing and personalization strategies, we can create the change that’s tantalizingly at our fingertips."
Hardly a day goes by when social media doesn’t evolve. Stepping back and looking at the big picture, Tech Republic rounded up advice from industry experts like Altimeter Group’s Brian Solis and Gartner analyst Jennifer Polk on the biggest trends to keep on your radar to optimize your social presence in 2015.
Key takeaway: "Some of the more successful platforms to watch in 2015 might be the ones that revolve around imagery, messaging, and video."
“Treat me like you know me and deliver highly relevant personalized experiences at every touch point.” This is how Forbes contributor John Ellett defines the purpose of what he calls Marketing 5.0. In this article, he introduces a 10-step framework for enabling the disruptive, yet additive strategy.
Key takeaway: "Marketing 5.0 will begin to tie the engagement channels from previous eras into meaningful omni-channel experiences based on the uniqueness of individual customers."
What does marketing need to do to become “a strategic growth driver?” McKinsey Senior Advisor Betsy Holden chats with Duke Dean Bill Boulding in this article about the fundamentals that have stayed the same (though the context has changed) as well as what’s new.
Key Takeaway: “We have to re-position marketing as a strategic role that drives above-market growth based on a deep knowledge of the customer.”
The future of marketing, and the ability to take sales beyond “transactional relationships” doesn’t rely on experts and gurus; it relies on you. Senior PBS reporter Sarah Childress argues this point, and why “big data knows how you feel” in this article. Creepy? Yes. Powerful? Certainly.
Key takeaway: “The 'internet of things' allows companies to gain access to much more information about you than what you post online. With this, the commercial sector can collect, analyze and combine with other sensory information to market to you more directly.”
Your customers don’t need more information and insight, argues consultant, speaker, and author of Duct Tape Marketing John Jantsch. They need an experience, based on seven behaviors that you should be guiding them through. By “organizing their behavior” in the way, you’re on the path to loyal followers.
Key Takeaway: “Today, marketing is about guiding a journey that the buyer wants to take rather than forcing them into the journey that fits our business model.”
While the music world might be all about the bass, the inbound marketing world is no longer all about SEO -- and this insight comes from Rand Fishkin, founder of Moz, the go-to for everything SEO. Right on, friend. It’s time to expand the inbound marketing horizon.
Key Takeaway: "It's not the secrecy of the algorithm, it's the challenge of execution that makes SEO (and all of marketing hard)."
Link building isn’t dead, but it sure has changed. Distilled’s Head of Growth and Moz blogger Paddy Moogan knows that predicting the future of link building is somewhat impossible, but preaches this as law: “links valued by Google will be the ones you get as a result of having a great product and great marketing.”
Key Takeaway: "Essentially, links will be symptomatic of amazing marketing."
Content marketing works. We know that. You know that. The problem? Everybody’s doing it. Jayson Demers, Founder and CEO of AudienceBloom argues for the evolution of content marketing to a place of interactivity in this article for Inc.com.
Key Takeaway: "We know that traditional content marketing will someday become as passed over as traditional advertising."
We’re quick to put things in context… but hardly ever consider that consumers are operating within many contexts all at once. Jonathan Gardner, Director of Communications at Vibrant Media argues that content might be queen, but context is king on Mashable.
Key Takeaway: "Contextual marketing strategies are rich, relevant, and indicative of what the future of all advertising is going to be.”
Marketers no longer “create the brand” and drive demand, says Geoffrey James, author and contributing editor at Inc.com. Instead, marketing is becoming more and more reactive as online reviews and social media take precedence.
Key Takeaway: "Marketing will be more reactive and less proactive."
Marketing isn’t all about snap judgments and intuition (the Malcolm Gladwell take), but likewise, it cannot rely solely on big data. Greg Satell, Forbes contributor and blogger at Digital Tonto, advocates for a combination of the two.
Key Takeaway: "The future of marketing is not technology or intuition, but successfully integrating both."
Shameless plug, comin’ atcha. What we at Onboardly preach as Demand Marketing is the future of marketing. It’s the intersection of content marketing, public relations, and social media. It's the magic formula for customer acquisition and loyalty.
Key Takeaway: Demand marketing is here now, and it’s here to stay.
Photo credit: Bark