It's that time of year to begin predicting what's ahead for the Marketing industry in the new year. Here's my attempt....
1. More scandals regarding the way agencies,
suppliers and clients work together will continue – see Department of Justice
investigation of agencies.
2. Marketing and media budgets will increase based
on business friendly optimism of a Republican controlled White House and
Congress.
3. More clients will hire media audit companies
with many finding they are due rebates.
4. There will be an increase year over year in
agency reviews – the media audit scandal, the public discussions on agency executive
compensation, etc. will add more gas to the ever raging fire.
5. Media rates will fall. The 2016 scarcity of television and digital from
the Olympics and election cycle will put more inventory in the 2017 market. But the Super Bowl will still be over priced.
6. TV talk shows, political news programming and
comedy shows will see rating increases based on a Trump White House – lots of humorous
material, questions and concerns will draw viewers.
7. Yahoo! will go into fire sale mode.
8. Content will become interactive – helping to
keep consumers engaged.
9. More live streaming of events, conferences,
presentations, etc.
10. Marketing automation will continue to grow
across all sectors.
11. Social will transform with a higher focus on
direct ecommerce purchases.
12. B2B marketing will start to take the lead on
best practices.
Scott
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