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Dove Direct Print & Marketing Blog - 7 Marketing Trends that Matter Most

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “7 Marketing Trends that Matter Most” discusses major influential marketing trends and strategies that all businesses should keep an eye on. Regardless of an organization’s classification, either B2B or B2C, these trends are where marketing initiatives are headed.

Before we dive in, we would like to offer our heartfelt thanks to all the mothers on this Mother’s Day weekend and wish all moms a wonderful and happy Mother’s Day celebration.

For starters, the digital landscape is maturing to next level objectivity, ease of use and purpose in the age of the IoT (Internet of Things), AI, machine learning and device inter-connectivity. These technological advances are having a great impact on users, forcing lifestyle and behavior changes which in turn have direct ramifications on the marketing community.

We are well into 2018 and the following marketing trends are for the most part no longer considered new trends. These marketing trends are currently producing consequential effects on marketing concepts and the resulting strategies derived from those trends.

1. The Rise of Personalization

Direct Mail’s key attribute of being able to target prospects/groups via variable digital printing technology is finding its way into other ABM (account-based marketing) offerings. ABM ideologies are now prevalent across a number of platforms, such as Adobe, Netflix and a host of SaaS providers.

In fact, this type of marketing technique is rapidly becoming ubiquitous across a number of industries, such as automotive, financial, real estate, retail, travel, lodging, and the list goes on. The bottom line is that personalization tools provide marketers with the ability to make intelligent recommendations and the resulting content that is specific to a user or group.

2. Voice Search Marketing Content

In the latter part of 2017, voice search platforms undertook a sales surge among consumers with the likes of Siri, Alexa, Echo, Contana and other platforms that have hit the market. Voice activated assistants have been on the rise for the past several years and as a result, marketers are faced with creating search content that favors voice search technology.

Google is now changing its algorithms to include more phrases versus the premise of keyword search alone. Voice search tends to be focused on longer phrases versus text searches which are slower and tend to be shorter. As a result, the 20% voice search stats in 2017 are set to explode to 50% by 2020. Therefore marketers should be in the throes of developing voice search content strategies that will maximize search results.

3. AI Dominates Website Messaging

Marketers are currently using a variety of AI powered live-chat tools to engage customers in real time. Being able to provide service to customers and prospects when they visit a website boosts the brand’s communication efforts. Live-chat actually has the potential to place prospects into the sales funnel, lead score them, and begin an automated email and/or direct mail campaign to convert them into paying customers.

In addition, there are a number of chatbot platforms available for marketers to utilize that integrate with Facebook, Twitter, Messenger, and other apps. For example, Chattypeople is commonly recognized as one of the top chatbot platforms used to create an AI chatbot on Facebook. This includes the ability to integrate with Facebook commerce. Chattypeople also offers a brand the ability to create a Facebook message effortlessly and requires no coding skills.  Chattypeople is a simple platform that is perfect for marketers, brands and entrepreneurs. This platform is also a plus for small businesses and the technology is fitting for B2B considerations.

4. LinkedIn On the Rise

You may have noticed that LinkedIn has finally come to the table with a site-wide redesign that has improved the user experience over the last year. It’s no secret that LinkedIn conversion rates have lagged precipitously behind the top social media channels. The majority of social media analyses suggest that LinkedIn conversion rates typically end at the bottom or near bottom of these reports.

The new LinkedIn site refresh included new improvements to its ad platform which may provide better conversion rates. As a result of these changes, in all likelihood, B2B marketers will take a fresh look at LinkedIn and possibly begin using LinkedIn more in the near future.

5. Twitter Headed to the Graveyard?

Twitter as a marketing platform failed to grow its user base throughout 2017, and as result, marketers have turned away and have begun using other social media platforms in its place. Most reports suggest that the Twitter mindset has targeted user acquisition over and above investing in their ad platform.

While Twitter posts remain a constant go-to for many reading the news cycles, commentary and events of the day, ad revenue generation is struggling. In fact, the market says that unless Twitter addresses its ad platform issue, it will continue to be challenged and continue on its downward trend.

6. Instagram Continues to Grow

Instagram reported that its platform rose to approximately 800 million people monthly in 2017.  These numbers represent a phenomenal growth rate for Instagram.  In fact, these numbers indicate that Instagram is poised to become the number one social media platform for marketers and brands who want to participate in social media marketing.

As popular as Snapchat has been, Instagram Stories replaced Snapchat’s popularity in a single year after its launch. Brands and marketers have reported better engagement rates over and above any other social media platform, and that includes Facebook. It is also reported that Instagram has exceptional advertising controls. Therefore, Instagram is now the default number one social media channel for marketers and brands.

7. Cyber Security is Front and Center

As a result of the security breach wave washing over a number of organizations in the past few years, from the DNC email hack, to Sony, to HBO’s Game of Thrones, not to mention Equifax and others, cyber security has risen to a heightened level of importance.

Consumers are starting to throw their support behind products, services, websites and online venues that offer privacy protections. Therefore, as 2018 continues and beyond, look for brands and marketers to begin changing their value propositions to include cyber protection, data security and overall consumer safeguarding as a fundamental reason for choosing a particular online entity over those that fail to take personal data concerns seriously.

B2B and B2C marketing organizations will undoubtedly continue to push the envelope in search of best marketing practices and the discovery of new marketing trends as they become available. The marketing tools that are currently on the market will continue to evolve and morph into entities that are yet to appear.  However, that is why it is incumbent upon all of us to keep a diligent eye on the state of marketing trends that matter most.

The Net-Net

These “7 Marketing Trends that Matter” represent a small set of the many trends we are witnessing and are the ones that are making an impact on conversion rates and ROI. A determining factor will depend on a brand’s marketing resources and budget allocations as to how many of these tools and trends can be implemented. At the end of the day, it is critical to keep abreast of marketing trends and the development of marketing tools that make the difference between a brand being in the red or moving to black. Happy Marketing Trend Acquisition, Development and Implementation!

Let’s have a conversation about direct mail strategies, printing, print software, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, May 31st, 2018, from 9:30 am to 4:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization’s printing, letter shop and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. And, if you bring us your files, we will create a demo file for you. For more information call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it. .

Dove Direct, your Atlanta based print and mail solutions provider offers organizations end-to-end data, printing and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.

If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the contact form for Dove Direct.

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Leland Hicks is the CTO of MatterMax Media, a digital marketing agency that provides business strategy, web design, social media management and training.  He can be reached at lahicks@mattermaxmedia.com