B2B digital marketing is constantly evolving. About the only thing we are sure of is that it is here to stay. But where will it be a year from now? Five years from now?
Lee Odden, a B2B digital marketing strategist, asked several people from such leading organizations as Cisco, IBM, Dell, Google, Intel, Marketo, and LinkedIn as well as industry thought leaders David Meerman Scott, Ann Handley, Jay Baer, and others what they foresee on the horizon.
More than 21 predictions were listed. Here are the ones I believe may bear fruit:
1. More brands will become publishers and look for new techniques to get their messages out to perspective end customers.
2. The written word will get thoughtful. Marketers will spend more time writing blogs and related content, and the content will be better written and have more depth.
3. Marketers will put more focus on reaching millennials. When writing for millennials, some humor and silliness often result in more trust and loyalty.
4. Along with this, there will be more effort to bring in more disparate groups to learn how to collaborate and deliver “one” message to all types of customers.
5. Marketing will go beyond the marketing department. Staffers will be encouraged to share their thoughts and join companies’ digital marketing efforts.
6. Marketing and sales departments will merge into one department focused on the needs of the customer.
7. Understanding coding and search engine optimization will grow in importance; this means there will be greater focus on technological ways to get your message heard.
8. Native advertising—an online advertising method in which the advertiser attempts to gain attention by providing content—will grow in importance and be found in more publications.
9. Visual storytelling—images, videos, infographics—will grow in importance.
10. Corporate-speak is over and will be replaced with human-speak. All types of content marketing from words to videos will be designed as if they are reaching out to specific end customers.