POST WRITTEN BY
Expert Panel, Forbes Agency Council Successful
PR, media strategy, creative and advertising executives from Forbes Agency Council share trends and tips. Feb 19,
2020, 08:15am
Marketing trends can rise to prominence in the
blink of an eye. Sadly, they can also fade into obscurity just as quickly.
For a marketing team, deciding which trends to
follow and invest in and which ones to ignore is a critical part of financial
planning. Because of the lag time between the trend becoming popular and the
business being able to utilize the trend, knowing which ones have longevity is
essential to figuring out where the company should invest.
Determining which trends are worth it early on
will give the business more time to develop its strategy accordingly. Here, 12
members of Forbes Agency Council examine some
of the key criteria they use to decide whether a trend is worth investing in or
not.
1. Target Audience And Brand Alignment
Marketing trends and tactics evolve over time.
Some come in and out of fashion, such as direct mail and events. If the target
audience is on a platform, we will recommend checking if the platform aligns
with our client's brand and their target audience is using the platform. We do
take a wait-and-see approach to make sure the brand will be perceived
positively. We like to make informed recommendations. - Gina Michnowicz, The Craftsman Agency
2. Quantitative Data
Any marketing trend that cannot produce
meaningful quantitative data should be examined very carefully. I'm a big
believer in measuring everything to at least have some quantifiable metric to
compare with anecdotal feedback (like "I love this campaign."). When
evaluating new trends, I look for ways to measure them to provide comparisons
to existing approaches that have demonstrated real value. - Randy Shattuck, The Shattuck Group
3. Potential Of Long-Term Value
It’s important to adopt marketing trends that
have the most potential of yielding long-term value. Look for trends that have
strong and measurable KPI metrics so that “success” can be more easily
qualified and quantified. - Jordan Edelson, Appetizer
Mobile LLC
4. Historical Data, Future Dynamics
When it comes to marketing trends, I always
draw attention to two criteria. First of all, the historical data of the
marketing trend is a key element. Always check the statistics for three years
if applicable and compare them with KPIs of other trends. Secondly, it’s
essential to take into account the related industries to the trend and forecast
the future dynamics and popularity for both. - Oganes Vagramovich Barsegyan, Digital
Beverly Marketing Solutions
5. Signs Of The Trend Going Mainstream
The valid criteria here would be to identify
when the trend is starting to show the signs of the mainstream. If the
infrastructure is in place, it's worth attention and should be considered while
building a strategy. Video ads revenue share growing on Facebook predicted the
burst in video. Listing cryptocurrencies on Yahoo shifted perception of them
toward a financial asset, not pure technology. - Oksana Matviichuk, Verizon
Media at Zenith | Publicis Groupe
6. Goal Alignment
Marketing is constantly changing. Every week
there are new tools and applications that can lead to some serious FOMO. The
most vital step in deciding to move forward is to see if that new tool aligns
with your goals. If you're focusing on moving leads down the funnel and this
new tool is all about bringing in new leads, then it's not for you. But if it
does align with your goals, then get moving! - Marc
Hardgrove, The HOTH
7. Whether It Produces The Desired Results
Really, the only criterion that matters when
evaluating the effectiveness of a marketing tactic is whether it produces the
desired result. As simple as this question sounds, it is the best way to cut
through the clutter and choose the right tactic. Establish what you want and
then assess whether or not the marketing tactic achieves that. - Stefan Pollack, The
Pollack PR Marketing Group
8. Staying Power
When it comes to making sure that you are on
the right bandwagon, you need to know that something has staying power. There
are many new trends out there that last only for a month or so and are gone as
quickly as they arrived. The problem with that is that you have no idea what to
expect in terms of what has staying power and what does not. Looking at past
trends helps. - Jon James, Ignited
Results
9. Compassion
Our barometer is whether or not the trend gets
you closer to being human. If the trend helps your brand connect more with your
customers and helps them tell their story about how they engage with your
brand, then the trend is worthy of considering for adoption. - Kathleen Lucente, Red Fan Communications
10. If It Reaches Your Core Audience
Ask yourself, “Will this trend reach your core
audience?” Some “trends” like social media have become marketing necessities,
while others like “OK boomer” memes will likely burn out much faster. Other
trends are just plain fun -- but truth be told, they may have nothing to do
with your business. The bandwagon may seem like a good time, but if it’s not
going to be a good use of time, think again. - Bernard May, National Positions
11. Risks Of Adoption
Marketing trends that quickly emerge (and
similarly fade) are often ripe with risks. The urge to quickly capitalize on an
unproven or tested idea to appear as an early mover is often done without
considering history, reviewing data and listening to your gut. Before you jump
on the bandwagon, take the time to assess the risks relative to your brand and
your industry. Then make informed decisions. - Jim Heininger, Dixon|James - Rebranding Experts
12. Alignment With Your Marketing Strategy
Before jumping headlong into any hot trend
ravaging the market, it’s critical to ask if that trend supports your overall
marketing strategy. For example, if your firm implements an inbound marketing
approach for clients, have your team consider how it can execute on an
effective new trend within your inbound strategy. This gives your tactic the
best chance to deliver results. - Mary Ann O'Brien, OBI Creative
No comments:
Post a Comment