2017 will be the year of the advent of “Customer Centric Marketing», This trend which puts the customer back at the heart of marketing systems, according to Marketo forecasts. Chandar Pattabhiram, CMO of the American software publisher, sees it as a necessity for brands, which have to rethink their marketing investments. At a time when customers can easily change brands, the stake of loyalty will in the long term surpass that of winning new customers.
In his presentation, 2017 Marketing Predictions, the marketing automation company is delivering its leading marketing trends in 2017.
More general professionals … and versatile
A new generation of marketing professionals with a more general profile, and able to coordinate teams of developers. The marketing professionals of tomorrow will focus on three essential missions: customer knowledge (thanks to data), storytelling (which creates engagement) and the ability to execute, according to Matt Zilli, VP Product and Segment Marketing at Marketo.
Of new techniques will make it possible to engage customers much earlier in the business process. Customer satisfaction will depend more than ever on a clever mix of inbound, lead generation, account-based marketing, personalization and direct marketing.
- Content and channels, each just as important as the next. Good content published via a channel neglected by its target will not produce the desired effect, recalls Ellen Gomes, Senior Content Marketing Manager at Marketo. And in terms of contact channels, the mobile is becoming essential to stand out from the crowd. As a reminder, Google announced last November that it had integrated a component evaluating mobile sites, the Mobile First Index.
Finally, the technology and data will take a central place in marketing strategies, insofar as they allow better coordination of marketing departments and sales teams.