Hidden Targets

It is Q1 of a new year and marketing teams are beginning to execute on their plans for the new calendar year. Results are reviewed, plans are tweaked and budgets are approved.

Frequently during this process, there is an emphasis on the results of a particular tactic as opposed to looking at the results of a set of integrated tactics focused on a particular goal.

Strategy and tactics must go hand in hand in order for marketing to achieve success, but an effective marketing strategy must be in place before any set of tactics make sense.

Scroll through any social media channel, go online, or simply look around you at the enormous amount of hidden but prevalent influencers that effect our everyday lives. It’s no secret that influencer marketing has emerged as a channel for creating brand awareness and driving sales. With influencer marketing, brands are able to effectively advertise content in a much more subtle manner. Sounds great, right? Let’s learn about what all of this really entails.

During my holiday shopping, I purchased about 80% of my gifts online. However, I did not just hop on Amazon or other sites and make my purchases. For my fashionistas, I spent time on Pinterest checking out the latest fashions. For the woodworker in my family, I read several blog posts to look for new gift ideas. In some cases, I went directly to the physical stores to see the products before I purchased them. I clicked on emails for discounts and printed out coupons to get deals. I shopped early in the morning, late at night and throughout the day whenever I had a minute. I used my desk computer, iPad and smartphone. As I was running out of time, I even asked Alexa to locate a difficult-to-find gift.

As we say goodbye to 2017, we were pleasantly surprised at the topics that garnered the most views and shares this past year. The customer experience, marketing strategies, and metrics took top honors. Prior to 2017, the topics that were most popular were more tactical in nature.

Yesterday, I listened in on a Webinar sponsored by the Hubspot Academy and IBM’s Learning Center titled IBM Watson & the Not So Distant Future of AI in Digital Marketing. It was a panel discussion led by Head of HubSpot Research, Mimi An, with  Program Director of Product Management at IBM Watson Signal Services, Alyssa Simpson, and Managing Partner of IBM Watson customer Equals 3, Scott Litman as panelists.

It is that time of year again when budgets are in the process of becoming finalized and marketing organizations are winding down the year and are planning Q1 marketing initiatives.  For 2017, we see more refinement of the predictions we made last year. Here are five trends that we think should be in your budget for next year.