It’s “Marketing Trends 2017” season! The companies are in a crazy race to publish their reports and predictions. I decided to do something more. Not only will I show you the challenges ahead, I have also prepared an actionable checklist below each trend. So that you can perform a couple of day-to-day tasks to tackle those trends right away.
So, here we go. Four marketing trends to pay attention to in the upcoming months.
Let me take you for a journey. We’ll examine three scientific discoveries that will help you understand how your brain is interpreting stories. We’ll talk about movies, apes and… amputated limbs. Believe me, in the end you will become a better storyteller.
First of all, Patrick Süskind, who wrote in his book “Aim at the Moon because even if you miss, you’ll still be among the stars” had no idea about astronomy. If you miss the Moon you’ll be some 149,213,487 kilometers from a nearest star. But there are situations when trying to hit the Moon comes useful.
Here’s one of the questions from a brief you may encounter when working on your brand with an advertising agency: “If I am to choose between you and the competition, what would compel me choose you?” The answer I come across way too often is “high quality”. That’s why I eliminated it from our briefs by adding “High quality does not mean anything”. It did not help. In the brief that’s laying in from of me the answer is “effectiveness, honesty, integrity”.
Apple is no longer appealing to technology enthusiasts. This is an element of a well-known and perfectly executed strategy that is called “crossing the chasm”. Let’s try and explain what people who demand innovations from Apple just don’t understand.
The expression “on Snapchat” is for the modern fifteen-to-twenty-year-olds as familiar as “on Facebook” is for Millennials — said Michal Gorecki, a Polish entrepreneur and social influencer. Don’t worry, I’m not going to write about “dawn of Facebook” — Mark Zuckerberg’s portal is doing pretty well, in June 2015 there were 968 million users who visited Facebook every day (that’s 17% increase from the previous year). What’s even more interesting, during the same month 844 million of those users were browsing Facebook using a mobile device (that’s 30% more than in previous year). And many of those users are also “on Snapchat”.
Imagine you’re editor-in-chief of a large daily newspaper. You have just finished a meeting with your co-workers, you set the topics to develop for the future editions. You mentally pat yourself on the back and stretch on an armchair, feeling you did a great job.
Tony Hsieh, one of the founders of Zappos — online shoe store that was acquired by Amazon some time ago — told a story about a sales conference in Santa Monica he had attended. He gave a presentation about the incredible customer service that had already helped in building Zappos’ famous brand. And after the conference he hit the town along with some friends.
The list of blogging trends below is particularly valuable if you’re blogging for money — either on your own as a freelance blogger or as content marketer for your agency. So, if you’re looking to take on your competition, here’s what you should pay attention to.
I wrote the following article for Polish-German Chamber of Industry &Commerce. It opened their Value of the Brand report. This report won Golden Column Award in last year’s Corporate Press Association competition.
A good brand should be the reason people talk about you. A conversation starter. Building such brand requires management and leadership skills comparable to ones needed when building an effective team. What exactly is a strong brand and what dangers can you stumble upon when you are raising it?