Waypoint Predictor: branding, marketing services, growth hacking, ways of working, data and behavior

Waypoint Predictor: branding, marketing services, growth hacking, ways of working, data and behavior. In this final part we look at agency/client ways of working, data and customer behaviour, growth hacking, branding and marketing services. Agency/Client Ways of Working & In-house: Sharon Whale, chief executive officer, OLIVER Group UK As big brand clients take increasing control of their marketing capabilities – take PepsiCo, Goldman Sachs, and Time.inc, and their new in-house content studios as cases in point – the coming year will mark a turning point in the client/agency relationship. As clients press pause on investment in innovation to try and squeeze more out of their budgets, agencies will have to adapt to survive. Transparency and strong working relationships will be key, across all disciplines, with media being a big part of that play. Connecting data and customer behavior: Kohlben Vodden, founder, StoryScience Ltd. 2017 will see the convergence of data with insights from the field of behavioural science to influence and predict customer behaviour. Brands that connect with consumers in ever more intimate and powerful ways will win. Omnicom launching its first Growth Hacking agency Kern X is a good sign of what is to come. New & evolving platforms & channels will continue to provide great but often short lived opportunities. Psychology will play a more important part in the marketing mix.

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Waypoint Partners founders Otto Stevens, Miles Welch and Andy Maher (image courtesy of Luis Costa)

Earlier this week The Drum and Waypoint Partners launched the Waypoint Predictor in which a number of agency leaders from a range of agency and business types outlined what they thought was going to be happening in their sector in 2017.

In this final part we look at agency/client ways of working, data and customer behaviour, growth hacking, branding and marketing services.

Agency/Client Ways of Working & In-house: Sharon Whale, chief executive officer, OLIVER Group UK

As big brand clients take increasing control of their marketing capabilities – take PepsiCo, Goldman Sachs, and Time.inc, and their new in-house content studios as cases in point – the coming year will mark a turning point in the client/agency relationship.

Content and customer experience remain key marketing pillars for brands, but in 2017 clients will be looking to corral their content, which in turn will lead to tighter briefs. Data and performance will play leading roles within this story, as vital drivers behind optimizing content that properly connects customer experience via programmatic media, ever more efficiently and cost-effectively.

As clients press pause on investment in innovation to try and squeeze more out of their budgets, agencies will have to adapt to survive. Transparency and strong working relationships will be key, across all disciplines, with media being a big part of that play.

Connecting data and customer behavior: Kohlben Vodden, founder, StoryScience Ltd.

2017 will see the convergence of data with insights from the field of behavioural science to influence and predict customer behaviour. Data-driven marketing is now the norm and most brands have built impressive data-technology stacks.

While many have seen exciting initial results, they’ve quickly found themselves coming back to the same question “how do we create competitive advantage when our competitors are using the same tools and buying the same data?” Combining data and behavioural science in this way empowers brands to create the ultimate customer experience.

Branding: Richard Buchanan, managing director, The Clearing

2017 will be a strong year for British manufacturing brands. Nationalist sentiment is…

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