Marketing Tools for Business Strategy Essay

Tags: social change business strategy social media artificial intelligence

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Emerging Trends



There are a number of different trends emerging in marketing, and those involved in the craft should be aware not only of these changes but the implications of them as well. The first is video. Social media in particular has become a forum for video in marketing. This not only means things like Facebook Live and YouTube, but more sophisticated marketing such as Wistia's pro plans, Vidyard, and Brightcove. Video is another means by which a company can tell its brand story, and there is evidence that the use of video in marketing is not just on the rise but is effective as well, because most audiences find that video content is more engaging than other forms of content (Sharma, 2017).



Artificial intelligence is a big one, and that includes the use of smarter chatbots. These will pop-up on screen to help pull visitors to a website into the marketing funnel more quickly, and they have proven to be quite effective (Grennan, 2017). Chatbots also provide an opportunity for the brand to tailor its experience, setting up a number of different scripts to help move prospects through the funnel more quickly. These are going to be increasingly incorporated into apps in the coming years, as well as into websites.



These trends build on the ongoing shift towards content marketing, and the use of SaaS tools to support marketing initiatives. These tools allow companies to coordinate their efforts among web pages, blogs, social media and email campaigns more easily, and track response rates more effectively as well. Add features like lead scoring, and a lot of the work that used to be done manually in marketing departments, including high-level coordination between different approaches, is now nearly entirely automated, and can be executed from anywhere over the Internet.

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External Environment



These trends relate to a shift between the ways that companies interact with their external environments, and in particular how they engage with leads, prospects and the public at large. The external environment by way of these changes is reshaping how companies approach marketing, especially where small and medium sized businesses are concerned. Such entities now have access to enterprise-level technologies at a fraction of the price, and that is allowing smaller companies to be more nimble in terms of their marketing efforts. The reality is that these external environmental changes are a fantastic opportunity for progressive companies that can move quickly, but they will also leave other companies behind.



The issue of social change is a bit trickier. There is some evidence to support the idea that millennials respond differently to social media and electronic communications in general, so marketers are enjoying some luck in targeting millennials with these approaches. But that makes these approaches popular and means that all companies are going to see more of this -- but in a sense because these approaches allow for a more humanized approach to marketing --….....

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References

Grennan, T. (2017). 5 emerging trends marketers should watch in 2017. Appology. Retrieved April 23, 2017 from https://www.appboy.com/blog/5-emerging-trends-marketers-watch-2017/

Sharma, A. (2017). Top emerging marketing trends you can't avoid in 2017. Measure Marketing. Retrieved April 23, 2017 from http://measuremarketing.net/top-emerging-marketing-trends-you-cant-avoid-in-2017/

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