Where do marketing directors need to focus this year?

Where do marketing directors need to focus this year?

For the past decade or so, the constant obsession with new technologies and tools has lead to the loss of focus within the marketing department, with marketers trying to “keep up” with trending tactics and forgetting marketing basics. But marketers often found that the shine dimmed really quickly, and yet we kept chasing a new, short term shiny object. However, brands who focus on the Gig Economy — for example Uber, Airbnb, AirTasker — should be concerned about the legislative trends trying to abolish the foundations of their business. So how might the focus look different this year; For the past few years, employers have expressed their frustration in attracting and retaining talent. A few years ago at a conference in San Francisco, one of the common themes to emerge was the transformation of HR people into marketers. This year, marketing and HR should work together to build a sustainable brand which attract customers, employees and service providers. Losing our trust in the analytics tools will likely lead to marketers finding their own data analysis tools. 2017 will be the year of conversion, not engagement. Expanding Marketing Vista Recently I got involved with a client in a dying industry. Everyone involved in the business knew that this wasn’t sustainable as their industry has been badly disrupted by technology players and changes in consumer behaviour, especially with the growing usage of mobile devices.

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For the past decade or so, the constant obsession with new technologies and tools has lead to the loss of focus within the marketing department, with marketers trying to “keep up” with trending tactics and forgetting marketing basics. It was all too exciting to chase the new shiny object — so we did.

But marketers often found that the shine dimmed really quickly, and yet we kept chasing a new, short term shiny object. From conversations with senior marketers its seems they too understand the corrosive impact of this approach. The feedback we are getting is that many marketers this year will focus on preparation and on going basics.

Long term shimmers

The shift in global communication trends and ongoing digitisation has already happened, and continues to affect the way we understand and interact with data and customer behaviour — the way we create and tailor products and services, understand and assign value, and distribute our products and services.

We can’t ignore the entire martech industry which provides us with so many tools to be more efficient, and generally be better at our job.We certainly can’t ignore social channels. The way mobile phones and other mobile devices have changed the way we communicate, consume, behave and think. These are the long-term shimmers.These are all important factors we should find ways to include in our everyday marketing activities.

However, brands who focus on the Gig Economy — for example Uber, Airbnb, AirTasker — should be concerned about the legislative trends trying to abolish the foundations of their business. Last last year, an employment tribunal in the UK ruled that Uber can no longer classify its drivers as self-employed and must pay them the national minimum wage, as well as providing statutory workers’ rights. Although Uber has said it will appeal against the ruling, it comes amid mounting scrutiny and opposition towards services that use self-employed labour models.

Home sharing service Airbnb is already facing legal challenges in cities around the world, particularly with regard to laws governing short-term rentals. In November, riders for food delivery service Deliveroo announced they were taking legal action to gain union recognition and workers’ rights.Keep an eye…

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