What’s in store for 2018? Marketers share their predictions
Lucy TesserasBrand purpose will grow up, eSports will become a big sponsorship opportunity and data use will evolve – just three predictions for 2018. Read on for the rest…
Trends for 2018
The trends that will change how you do your job in 2018
Marketing Week ReportersFrom the GDPR opportunity and the purpose backlash to wellbeing as a differentiator, Marketing Week has rounded up all the trends you need to know going into 2018.
Trends for 2018: Marketing will shake off its ‘colouring-in department’ image
Charlotte RogersWith strategic thinking emerging as the most important skill for marketers, 2018 will be the year references to ‘the colouring-in department’ die a death.
Trends for 2018: Purpose will morph back into positioning
Lucy TesserasA brand’s purpose should ultimately be its reason for being, so 2018 will see brands move away from ‘doing good’ for the sake of it and a return to proper positioning.
Trends for 2018: Workplace wellbeing will become a business imperative
Charlotte RogersWorkplace wellbeing initiatives are no longer just a nice-to-have, in 2018 they will become a boardroom priority.
Trends for 2018: Marketers will be more accountable in an uncertain economy
Sarah VizardMarketers must be able to demonstrate the value and return of any investment to the rest of the business amid rising economic uncertainty.
Trends for 2018: Brands’ perspective on gender will transform
Leonie RoderickConsumers will no longer stand for outdated gender stereotypes so brands must move towards more progressive advertising.
Trends for 2018: Retailers will face a tougher test as big brands dominate
Thomas HobbsWith further consolidation expected in the retail sector, marketers must rise to the challenge or risk becoming irrelevant.
Trends for 2018: Brands won’t be able to do with data what they can’t explain to customers
Michael BarnettWith GDPR coming into effect next May, marketers must get to grips with their data to ensure they are fully compliant.
Trends for 2018: Marketers will find the best strategy for voice
Sarah VizardAs voice technology grows in popularity brands will need to ensure any communication they have with consumers hits the right note.