What the best brands will do in 2017

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It´s now the time of year when every

marketer should well reflect the past year’s

performance and holistically examine what

the New Year is going to mean for

marketing, branding, and business

With this article I proceed with a good

tradition by following-up on my previous

and related articles for 2016 2015, and

2014

As we know, paying attention to what’s on

the horizon does offer valuable insights

Knowing the below-listed 16 trends that I

consider as highly relevant for 2017, should

help you to build and keep strong brands

So, let´s have a look at what I think that the

best brands will do in 2017:

Senior Executive, Marketing Expert, Leadership & Executive Coach, LinkedIn Influencer, Author, Speaker

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1. Constantly Raise the Customer

7. Further Develop Artificial

Intelligence and Chatbots

11.Rock Video - More, Better, Mobile

12.Put Even More Focus On Mobile

13.Institutionalize Influencer Marketing

14.Ramp Up Security Systems

15.Establish a Borderless Organization

16.Drive Vehemently Customer Loyalty

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Although this should have

been ingrained in every

marketer´s DNA for years,

however, with all the data,

tech, and buzzwords flying

around, one of the biggest

marketing challenges of 2017

will be to stay calm, focused,

and being obsessed with the

only one that matters: Your

customer! How to identify

her, to reach her, to engage

her, to make her purchase, to

have her stay loyal, to make

her to recommend you, and to

have her even re-purchase

more of your products in the

future?

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There is a certain risk that (marketing)

managers – more than ever – get

confused and fall into the trap of mixing

up data-driven insights with a real

customer-centric business philosophy

Whilst data will be an extremely crucial

element of marketing in 2017 and

beyond, it’s quite a challenge to filter

out valuable information from the

enormous volume of data available

Therefore successful companies and

brands don´t worship the data gods for

the sake of it; instead they have a

comprehensive and deeply rooted digital

transformation strategy in place which is

flanked by a crystal clear marketing

action plan Enhanced and lived by

every employee of the organization and

not only by a chief digital officer who

very often is floating around the

company in search for her home base

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Omnichannel marketing, i.e the ability

to offer a continuous brand experience across shopping formats and devices, has been in recent years mostly

interrupted and poorly delivered offline:

When shoppers are in brick-and-mortar stores and face demotivated (or no) staff, waste time standing in line, do not find the products they´re looking for, feel not stimulated to buy – or even worse – do not have the impression of being welcome and appreciated In other words: Many brands and retailers have gotten much better at matching their mobile app the responsive design

of their website than creating an engaging and brand-building look, feel, and convenience inside their stores

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* Photo by David Shankbone with Creative Commons license.

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According to Nielsen´s Global Retail

Growth Report, 46% of shoppers

around the world say that e.g grocery

shopping is something they try to spend

as little time as possible doing Less than

half of global respondents (49%) believe

their main grocery retailer always or

mostly communicates with them in a

relevant way Why would you as a

brand or retailer not want to exchange

with shoppers, have them experience

(feel, touch, smell) your products, have

them express their social needs in real

stores? And although it´s common

knowledge that we all dislike waiting at

traditional check-out counters, after

more than a decade the supermarket

industry is still testing self-checkout

kiosks (except for the UK where it went

mainstream)

* Photo via Stephanie Faris

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* Photo by Amazon via Wired

Instead tech and retailing company Amazon launched in December 2016 a store called Amazon GOwhich works differently and empowers customers:

Shoppers simply use an app, also called Amazon Go, to automatically add the products they buy to a digital shopping cart Then they can walk out of the building without waiting in a checkout line

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* Photo via iBeacon Insider

Top marketers will need to become bolder and more focused again when

thinking about how to deliver real-life-brand experiences As a basic, and

as such no new news, brands should continue to invest in exclusive

in-store promotions e.g through beacons technology which sends data to

smartphones via bluetooth Top marketers, however, go a step further and

continue to drive state-of-the-art technology into connected

brick-and-mortar stores – e.g installing smart mirrors or smart fittings rooms of

vendors such as KineticCafe or Oak Labs – which excite shoppers and

deliver real value If you are in the lifestyle or FMCG business, you might

want to talk with Polo Ralph Lauren flagship store manager in New York

City who has started testing a new smart fitting room

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It´s never been easier to sell your brands and

products to almost any place in the world thanks

to various online marketplaces Top brands will

go the next step in 2017 First, they will take full

advantage of offered services of leading

platforms like Fulfillment by Amazon (FBA)

service for brands and merchants Instead of you

having to fulfill orders one by one, Amazon stores

your products for you and picks, packs and ships

them out to customers in return for certain fees

(pay as you go) The best brands will also enter

closer cooperations with leading e-commerce

platforms by establishing branded stores on big

marketplaces, join their affiliate programs, share

data, etc

* Photo by Amazon via Nooga.com

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Second, I expect ambitious and

growth-focused marketers to enter new

collaborations with online marketplace

partners which either operate in specific

niches (e.g Etsy or Zibbet for vintage or

handmade products) or which are well

positioned in certain geographies like e.g

Alibabaor JD.com in China, Flipkart in

India, Souq in the Middle East, Rakuten in

Japan or Tokopediain Indonesia I believe

that Indonesia will soon become the third

biggest e-commerce nation behind China

and India; particularly in the Consumer

Packed Goods sector Already now it has

established itself as one of Asia´s foremost

mobile-first countries with more than 70%

of internet traffic coming from mobile

devices

* Photo via Windows Central

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In an era of ever increasing consumer emancipation and consumer co-creation, democratization

of media, interactive experiences, fast speed and high complexity of constantly new trial and

error (product) concepts, a major sweet spot for successful marketers lies in the intersection of human creativity and digital mastery

Leading brands will use technology, data, and algorithm-driven models to beef up and to

complement their innovation processes In an economic and cultural setting where six months are already considered as a lifetime, it´s crucial to have your technical and human dimensions

tightly interwoven to be able keeping innovating, updating, and optimizing quicker and more

impactful than your peer group

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Let´s take as an example US sports and clothing

company Under Armour which is facing pretty

stiff competition from its two major rivals Nike

and Adidas Digital and data management made

them rethink how to approach creativity and

marketing They have changed their process

and start now with consumer insights and then

try to develop unique experiences

* Photo by Under Armour via MakeBelieveUK

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One major outcome of it was

the brand´s 2016 Olympics

campaign when it outwitted

competitors without having

been an official sponsor with an

enormous marketing budget

Still, they were fully compliant

with the IOC´s Rule 40

restrictions

Under Armour´s superb “Rule

Yourself” campaign didn’t

contain any Olympic intellectual

property and nevertheless was

the second-most-shared

Olympics ad in 2016 The brand

also ran live events, used emojis

congratulating some winners,

etc According to Amobee,

digital-content engagement

around Under Armour on

Twitter has increased by 83

percent since the start of the

Olympics

* Photo via Under Armour

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More than ever, a key 2017 responsibility

of marketing leadership is to create a mindset, framework, and culture of innovation based on the willingness to become a data-supported idea and creativity factory In this respect organizations can learn a lot from agile and bold startups That´s why I have difficulties

to understand Coca-Cola´s most recent decision to shut down its Founders Programunder which the company supported young startups One might hope that with the new CEO they re-evaluate that decision and understand that it takes time, rigor, and true senior management backing to integrate entrepreneurial ideas and energy across the corporation

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In 2017 top marketers of even smaller organizations

will permanently and comprehensively tie back

business and marketing objectives and actions to

revenue, profit, customer engagement, retention, and

satisfaction In 2017 the best marketing departments

will have performance-based scorecards in place

which measure and analyze e.g ROI of core business

drivers like clicks, signups, downloads, purchases,

stalls, etc and based on these will conduct weekly and

monthly marketing reviews

Marketers will not any longer just accept data from

social networks or marketing agencies Instead I

expect them to demand direct access to the results

through independent data providers like Moat which

is the web's largest digital advertisement search

engine There you can look up e.g campaigns by

advertiser, check where creatives run and how they

perform (by using their tool Moat Analytics) This will

make it even more challenging for marketing and

advertising agencies which will need to thoroughly

review their existing business model and reflect if and

how they really add value to brands

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One attractive option might be teaming up very quickly with technology providers which are specialized in the interpretation and visualization of data as this will be a major need in 2017 for companies to better draw

conclusions from data and insights (without the risk of drowning in the data ocean) Some very good data visualization tools available are e.g Tableau, InstantAtlas or ZingChart

* Photo via Tableau

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In 2017 Brands will try very hard – and

some will already succeed - to create

single customer profiles to track

customers more closely Meaning, no

matter where your customers are, what

they’re doing, you want to be able

interacting with them on mobile, tablets,

desktops, or TV screens Therefore, it´s

also the year when cross-device

targeting will finally take off and as such

brands will create a consistent user

experience and enabling to re-exchange

and re-engage with customers wherever

and whenever they left off

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With the further evolution of

secure and encrypted

messaging application, brands

should invest more in tools

such as GetSocial.ioor Google

Analytics to measure as good as

possible where traffic is coming

from In addition, and that´s a

great side-effect of these apps,

you and your teams will be able

to safely and quickly share

confidential information with

co-workers, customers, and

business partners without

worrying that your data could

be compromised Interesting

secure messaging apps are

Signal Private Messenger

(available oniOS or Android) ,

Gliph or ChatSecure

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Marketing departments will

automate repetitive tasks

such as website updates,

mobile campaigns, emails,

newsletter marketing, social

media, etc to simplify, to

scale, and to orchestrate

marketing campaigns within

a holistic CRM strategy

across multiple

channels Automation

platforms and services like

Oracle´s Eloqua, Marketo or

Hubspot have become

already more intuitive and

affordable To find out more

about Marketing

Automation, check out here

this recent webinar

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In parallel to "Automation“ and to

complement their scaling efforts, I expect

that in 2017 more and more brands will

give in the increased and reasonable

pressure to rationalize their many partner

relationships to reduce complexity and to

benefit from consolidation As a result,

there might be some good opportunities

for watchful marketers to acquire e.g

smaller research or advertising companies

to strengthen their technology and data

know-how

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To find and prioritize high value customers, marketers need to

develop and embrace a very deep understanding of how to

market to the right customers Ten years ago, lead volume was

by far the most adequate metric available to measure

marketing success In 2017 marketers will have access to

excellent data sources and superior analytics which allow them

to generate high value pipelines Get here an insightful

whitepaper on how to make your marketing more intelligent

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Moreover, I expect that marketers will try

to leverage blockchains in 2017 To

increase the organization´s security systems

and to develop new products and markets

A blockchain, the technology underlying

bitcoin and other cryptocurrencies, is a

shared digital ledger, or a continually

updated list of all transactions This

decentralized ledger keeps a record of each

transaction that occurs across a fully

distributed or peer-to-peer network, either

public or private The end game for

blockchains isn’t just digital currency; it’s a

new digital business model and flow

As such, a blockchain goes far beyond the

“cryptocurrency” application It has the

ability to disrupt financial services (banks,

insurances, clearing houses, etc.), health

care, music and publishing industries (e.g

royalty and content management), energy,

etc

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When it comes to the number of connected devices, which form the basis of the Internet

of Things (IoT), the current count is somewhere between Gartner´s estimated 6.4 billion (which doesn’t include

smartphones, tablets, and computers andIHS’s estimate of 17.7 billion (with all such devices included) IHS forecasts for 2017 an installed base of 20.4 billion devices (and more than 30 billion in 2020) In 2017, more than ever marketers will be able taking

advantage of the "smartness movement:“

from smart cities to smart things like sensors, clothes, beacons, etc

While IoT creates a bridge between new technology and older objects, it also creates

a ripple effect that molds new technology

The broad adoption of the IoT will also drive platform as a service (PaaS) (PaaS) utilization

Gartner forecasts that by 2020 more than 50 percent of all new applications developed on PaaS will be IoT-centric

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* Photo Source: SAP

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Artificial Intelligence (AI) is no science fiction (any longer) Today

AI technologies – such as deep learning, language processing, causal reasoning, machine learning, robotics, etc – are used almost everywhere They create insight from data and then act

automatically on the realized insight In consequence, every marketer should have at least a basic understanding of the main AI technologies and how they can help her to make the company´s

products and services better; based

on an in-depth understanding of consumer and behavioral data resulting in a far more granular personalization of the customer experience

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* Photo Source: Artificial Intelligence Wallpapers via PacifyMind.net

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Are you talking to a human or a bot to inquire about

the status of your ordered bottles of wine, to get

latest sports news updates, to get your hotel

reservation confirmed, etc.? If you can’t tell, then the

bot is working as planned Although still early days,

chatbot technology has become much more

sophisticated in the past 12 months A pretty good

example is Facebook which in early July 2016

announced that there were 11,000 bots on

Messenger and over 23,000 developers already two

months after having opened the platform To get

more tips, case studies and a special Q&A series with

some of the businesses and brands who have already

built bots for Facebook Messenger click here

www.messengerblog.com or have a look at a short

clip featuring Facebook CEO Mark Zuckerberg who

explains how people can now order flowers from

1-800-Flowers "without having to call 1-1-800-Flowers"

during the company's F8 conference in San Francisco

on April 12, 2016

* Photo Source: Business2Community.com

CHATBOTS

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In 2017, fueled by the adoption

of chatbots, major messaging platforms like Facebook

Messenger , WeChat (800 million users!), Twitter Direct Messages, Skype IM, Slack, Line, and Kik will continue to boom

As Forrester stated: "Chatbots Are Here, But They Aren't Ready

To Replace Apps Or Humans.“ Chatbots will define the future of messaging apps Fueled

by the development of artificial intelligence and machine learning that will tailor brand experiences

to fit each person that interacts with your organization

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* Photo via Letzgro

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Although still early days, 2017 will see a further acceleration and stimulating competition among the major tech companies and their respective voice- and AI-enabled virtual assistants like Amazon´s Alexa, Apples Siri, Microsoft´s Cortana, and Google´s Assistant

Amazon e.g suggests that the number of skills in the Alexa Skills Marketplace has increased from about 100 at the beginning of 2016

to more than 5,000

VIRTUAL ASSISTANTS

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Currently Alexa is found primarily in the Echo, Fire TV, and Fire Tablet devices

But developers are actively working to expand the virtual assistant's reach to other devices As a brand you should develop applications (skills) for

categories such as smart home, food and drink, lifestyle, communications, mobility and transport, etc In addition, for smaller companies and developers –

or if you have an exciting idea - it might

be an attractive option to apply for the Alexa Fund It provides up to $100 million in investments to fuel voice technology innovation Whether that's creating new Alexa capabilities with the Alexa Skills Kit (ASK), building devices that use Alexa for new and novel voice experiences using the Alexa Voice Service (AVS), or something else

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* Photo via Amazon

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Still propelled by the phenomenal success of

Pokémon GO, in 2017 we’ll see the

accelerated rise of Augmented and Virtual

Reality (VR)

Although in the meantime enthusiasm for

Pokémon GO has significantly slowed down,

without doubt it has proved in an impressive

manner that apps are far from dead or would

not be working It also underlined that

brands and developers will need to team up

more effectively to develop content that

people find engaging and love Driven by

Pokémon GO, Augmented Reality will

activate consumers en masse this year It has

opened up new engagement and revenue

opportunities for the entire app ecosystem

by having shown a model between online

and offline Innovative brands and

businesses (of them many small and local

ones) will be able to piggy-back on its

approach e.g by increasing foot traffic to

their venues and recruiting new customers

with similarly apps and products

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* Photo via Red Bull

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Also Virtual Reality has started its journey to

capture the mass market There exist now

well accepted basic and inexpensive

smartphone-compatible VR headsets like

Google Cardboard, the pretty impressive

headsets of Homido or Samsung Gear VR

which more and more consumers have been

trying Unfortunately, the more sophisticated

and immersive devices such as the Oculus

Rift or HTC Vive - which currently offers the

best VR experience – still require powerful

gaming PCs Nevertheless, VR will continue

to capture big bites of an highly attractive

market segment with its endless options for

product demos, company walkthroughs,

storytelling, staff trainings, etc Besides

gaming and entertainment, real estate, and

3D design, I expect VR getting much more

traction in 2017 in shopping, education, and

tourism

* Photo Source: BusinessCommunity.com

VIRTUAL REALITY

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A beautiful example is US retailer Lowe´s,

which operates home improvement and

appliance stores, which currently has 19

Lowe’s stores with “Holorooms” that

utilize Oculus Rift and Google Cardboard

Customers can experience there what a

new bathroom could look like, etc They

can substitute appliances and compare

Selections can be viewed either using the

Oculus Rift in-store or at home with with

a Google Cardboard device Find

everything here which you should know

about VR and how it will affect your

marketing

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* Photo Source: Lowe’s via Toronto Star

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