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The leading influencers and topics covered in 2016 for Chief Marketing Officers (CMOs) have been identified. The top influencers included Tamara McCleary, Kim Whitler, Brian Solis, Larry Kim, Michael Brenner, Neil Patel, Bryan Kramer Jeff Bullas, Mark Fidelman, Marsha Collier and Ted Rubin among others. The topics that trended most for them included social media, Big Data, Olympics, Brexit, Pokémon Go, AI and VR. Besides, this CMO study also found put the major topics they are expected to discuss in 2017. They will discuss ways to utilize technology which will build more human brands. Such technologies will also be leverage technology in order to execute digital transformation.  Artificial Intelligence in particular will attain great importance. Digital marketing strategies will increasingly involve live streaming, greater sharing and VR enabled live videos. CMOs will prioritize consumer experience and the aesthetics behind that through superior design.

Source:http://www.forbes.com/sites/kimberlywhitler/2017/01/08/the-top-influencers-of-cmos-in-2016/#424bf0b476f4

Like the previous years, social media continued to rise in 2016. There are some interesting trends which emerged in 2016 which need to be followed up this year. First of all, the younger audiences, such as the millennials are turning away from Facebook in comparison to their older compatriots primarily because Facebook has tended to depress many. Non-millennials use Facebook much more as opposed to every other social media platforms such as LinkedIn, YouTube, Twitter, Pinterest, Instagram and Snapchat which millennials use much more. Younger people are keener on disappearing media and that is where Snapchat is winning the battle as opposed to the static feed of Facebook. Marketing research conducted by Fluent clearly affirms that a third of younger millennials surveyed are using Snapchat daily. The stupendous success of Pokémon Go last year overshadowed the larger trend towards Augmented Reality (AR). Live Video, AR Lenses and Filters are in vogue and digital marketing agencies are using such tools to the hilt. This includes platforms such as Facebook Live, Snapchat’s Selfie Lens and YouTube videos. Technologies that make our lives easier are being searched out by consumers. That is why search engine Duck Duck Go in some markets is competing successfully against Google. Users feel the former has greater privacy protection as it does not track browsing data.

Source:http://www.forbes.com/sites/laurenfriedman/2016/12/29/4-millennial-social-media-trends-to-watch-in-2017/#2ea62498bd08

 

Two of the global retail giants on other ends of the spectrum- Amazon and Target- have diversified their strategies in order to attract newer audiences. Target which specializes in large retail outlets has opened up smaller ones like the one in Manhattan. Amazon meanwhile plans to further expand its physical grocery stores to curbside pickups as well. The former is being done to attract younger customers, while the latter strategy is being summoned as Amazon ahs realized that a mix of online and physical formats works best. Some major learnings have emerged for the retail sector. First of all greater presence for Target will mean more footfalls and revenues, a concept that did not work well with Wal-Mart but with due experience, Target is better positioned to guard its territory against disruptors like Amazon. Target also understands the millennial generation well and its image as an inexpensive option bodes well with them. Target has takes risks but it has the added advantage of extracting valuable business intelligence from the Wal-Mart campaign so that it does not repeat the same or similar mistakes. Target is also an expert at merchandizing and customizing the product categories as per market requirements. They segment for geographies rather than believing in a one-size-fits-all strategy. Amazon and Target are both going all out for both retailing formats as research has revealed that especially the Generation Z-ers and Millennials both use physical as well as online formats simultaneously.

Source:http://knowledge.wharton.upenn.edu/article/how-target-and-amazon-are-changing-the-rules-of-retail/

 

Attribution in digital marketing means attributing credits to various touch points along the consumer’s purchase journey. It is getting increasingly challenging to assign values across the media mix that will fairly allow budgets to be formulated. Business analytics using Google data is an obvious method but riddled with inconsistencies as it is very difficult to measure which part of the funnel made the major impact. There are methods known as first click and last click. In the first click method, the entire credit goes to the top of the funnel where the first query was made, while in the other entire credit goes to the last click end of funnel. This method will soon expire as marketers have realized this is not holistic. Google has also started rectifying ways to integrate online with offline methods. A metric known as “in-store visits” uses signals to deduce online-to-offline impact using data from disparate sources such as Google Maps, Wi-Fi and GPS. Another channel is cross-device alignment as final sale could be made on some device but another one was where the initial information was captured. Holistic campaigns allow multi-channel tracking, long term relation building, personalized content and non-linear brand connect with customer. Personalized campaigns are now in vogue in order to fortify customer relationships.

Source:http://searchengineland.com/rethinking-todays-attribution-problem-260767

 

Marketing has undergone tremendous change to be lumped together with the word tech as MarTech. Going by trends, five predictions have been made on MarTech for this year. First of all, Augmented Reality (AR) which already hit highs in 2016, will scale even higher ones this year. It will beat off competition from the related Virtual Reality (VR) as the latter has more barriers to quality delivery. The ideal of algorithm driven business intelligence will take a hit this year. Instead constant experimentation using machine-learning will be the new norm in 2017. Algorithms themselves will keep getting improvised. Cloud based solutions from players such as Oracle and Salesforce have the power to deliver continuous value and so consumers are embracing more than lengthy systems based integrators. Dynamics 365 for example recently adopted a single interface from Microsoft which combined its CRM and ERP functions. Due to uncertain macro-economic conditions, more mergers and acquisitions may be expected this year. Microsoft and Salesforce have already started consolidating while we are also witnessing vendors coming together to provide single suite solutions. With the burning down of narrow corporate silos, the Chief Digital Officer (CDO)’s position may soon become redundant due to the very digitization done by them. As the whole organization gets geared up to the new reality, specialist requirement into digital operations may cease.

Source:https://m.marketingprofs.com/articles/2017/31351/martech-in-2017-five-predictions-and-expectations

 

At several tech forums or exhibitions, Amazon’s Alexa offering has emerged as the star. This internet-connected voice assistant initially was limited for use on Amazon’s Echo device only, but has now been integrated with LG, Lenovo and Whirlpool devices as well. The Internet-of-Things (IoT) was already popular at several such shows, yet the individual smart devices could earlier only be connected to the internet and not to each other. This has changed with the launch of Alexa and Google’s Home. However, at this point, Alexa can only be used as assistant to do repetitive tasks using existing records. Advertisements are not allowed on them, but that could change someday. Till it changes, innovative methods of conducting digital marketing need to be thought out. Opt-in settings could be set up where coupons are provided for using brands costing less than favourite existing ones the user prefers. Or as an alternative, if the preferred brand is not available, perhaps then a rival brand can juxtapose in.

Source:http://marketingland.com/alexa-can-acquire-new-customers-marketers-202733?utm_source=googlenewsstand&utm_medium=feed&utm_campaign=feed-channel&utm_content=retail

 

Like most recent years, 2016 also saw its share of spats by the football fraternity on social media. Global conglomerate Virgin tried belittling Birmingham’s Aston Villa’s terrible year by poking fun at their latest manager Roberto di Matteo’s departure. Villa did not take to this kindly by responding to its historical high trophy cabinet and Virgin’s own lack of punctuality with its train system. Joleon Lescott had a disastrous year on the pitch, but his reputation further suffered due to his tweet showing his luxury sports car at the height of his team’s troubles. Belgian striker Christian Benteke on signing for his new club Crystal Palace, remarkably got the club’s name wrong by instead updating his profile mentioning Burnley. On being reminded about this gaffe, he conveniently put the blame on his Twitter handlers, the agency that does digital marketing for his own brand. Other football clubs such as Leeds United, LA Galaxy, Brondby and Charlton Athletic all had their run-ins with banana-skin type PR disasters. Individuals not spared included Neymar, Joey Barton and Nicklas Bendtner.

Source:https://www.theguardian.com/football/2016/dec/31/football-and-social-media-a-turbulent-12-months-in-review

 

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