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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “10 B2B Marketing Trends for 2018” highlights critical marketing trends B2B marketers should consider incorporating into their marketing strategies. Never before has the marketing tool box been so robust as it is in 2018, with the incorporation of AI, led by automated technology and big data analytics.

B2B consumers like their B2C counterparts are awash in their efforts of savvy data collection, including identifying trustworthy brands. In the age of truth versus fake, the playing field has changed, and brands need to assess the best advertising methods that can position their communication strategies against that most-trusted brand backdrop.

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Coca-Cola image

Some brands stand the test of time and continually provide a reasonable rate of return to their shareholders.  Brands like Apple, RD-40, Tabasco Sauce and Coca-Cola come to mind.  People buy these brands as if they were cults.  Other brands have a hard time just getting noticed.  However, all brands can grow with the right marketing and time to succeed, provided the offering is something the customer needs or wants.  In part 6 of our 7 part series, Marketing to Attract New Customers, we look at reasons why your brand may not be growing. 

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classic drama theatre masks in 3D

Some colleagues were putting together a presentation for a client the other day when one referenced the 1% Thin Theory.  I don’t like 1% of anything, especially in terms of growth, however, the point made sense to explain the team's projections.  The 1% Thin Theory is a conservative estimate of aggregate target market respondents. It's great science and fairly accurate.  However, if you want that 1% to respond, your creative better be different, otherwise, your brand won’t grow.  In part 3 of our series, Marketing to Attract New Customers, we identify the top three ways to be different in a crowded marketplace.  

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