‘Ashley Friedlein’s marketing and digital trends for 2017’ – Econsultancy
Ashley Friedlein says, “Every year I pick out digital and marketing trends and developments which I think will shape the industry and digital/marketing planning and thinking in the year ahead.
You can read my 2016 post to see whether I had any success in predicting the major trends from last year, and here are the trends that I think will have the biggest impact in 2017.
1. The F word
I believe the guiding star for marketing, and digital, for 2017 will be: Focus.
In part, this is because the economic outlook is uncertain so there is less appetite for risk and instead a desire to focus on either fixing what is not working or doubling down on what is working and scaling that.
Businesses want growth, brands want saliency in a cluttered landscape, but there is not the money to ‘throw a lot at the wall and see what sticks’ so focus has to be the answer.
In part, it is also a reaction against the ever-increasing complexity and fragmentation within marketing”.
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