Knowing your prospect better than the rest shifts the relationship from selling to partnering. It is an essential factor in winning new business and that understanding centers around their challenges and concerns, their market conditions and business environment, and what things are at the top of their list in the coming cycle. You should ask them, but before you do, take a look at a variety of recent articles I’ve collected that describe your prospects environment in 2019. Take from them what you need to make your agency business development relevant and engaging. If you’d like help interpreting and applying these trends to your business development, please feel free to reach out.
10 Marketing Trends to Watch in 2019, Marketing is being shaped by emerging technologies, methods and patterns. Deep Patel, VIP Contributor, Author, Entrepreneur Magazine
It's difficult to predict which methods will connect with consumers most effectively in the ever-changing landscape of marketing. Just when marketers believe they understand their audience, a new technology, new behavior or even an entirely new audience alters everything.
That said, it’s practical to reflect on the past year’s patterns and pay attention to growing trends that will influence next year’s success. Here are 10 marketing trends you would be wise to keep your eye on going into 2019.
2019 Marketing Trends, January 2019, IBM
From AI to agile, digital transformations are redefining what it means to be a modern marketer. We've identified nine of the most exciting trends that are changing how we work, market and enrich every customer experience.
The key trends that will impact marketers’ jobs in 2019, By Marketing Week Reporters 12 Dec 2018
Marketing Week predicts the key issues and challenges that will reshape marketers’ working world in the year ahead. Click on each heading for the full analysis.
As In-House Agencies Become The Norm, The Opportunities For Outside Agencies Evolve, Forbes, Will Burns, Contributor, CMO Network, September, 20, 2018
According to the In-House Agency Forum (IHAF) and Forrester Research, who co-fielded the new study, "State of In-House Agencies," a whopping 64% of corporate America have in-house agencies today. Just ten years ago that number was 42%.
But according to the study the motivation behind bringing advertising work in-house has shifted from cost efficiencies and quicker turnarounds to brand and business acumen. I believe this shift indicates that the tipping point has been reached. The experiment is over. In-house agencies are not only the norm today, they are fast becoming the epicenter of all marketing.
Twelve Top Takeaways from ANA In-House Agency Report, Oct. 15, 2018, By Bill Duggan, ANA
In-house agency penetration is rising and workloads are increasing.
- 78 percent of ANA members have an in-house agency in 2018, versus 58 percent in 2013 and 42 percent in 2008.
- For 90 percent of respondents, the workload of their in-house agency has increased in the past year, including 65 percent for whom the workload has increased "a lot."
Top 20 marketing ‘nightmares’: What keeps CMOs and brand managers up at night? January 8, 2019, Netimperative - latest digital marketing news
Brand Keys asked 558 CMOs and brand managers, “What issues keep you up at night?” and asked 3,900 consumers to provides some insights and solutions. Percentages indicate the frequency of mention among the professionals interviewed. “Problem” areas that received mentions by 75%+ of participants include:
What Brands Will Be Expecting From Their Future Agency Partners, Catapult New Business, Written by Erynn LaFlamme October 24, 2018.
Lisa Colantuono is a veteran agency search consultant who is continuously aligning some of the world’s leading brands with best-fit agencies. She joined us today at Catapult New Business and provided insights on how agencies should be preparing for 2019 and beyond.
Lisa explained that in 2019, agencies need to go back to the basics.
The Missed Opportunity At In-House Agencies, by Richard Whitman, Columnist, December 5, 2018, Mediapsssst
According to the study too many marketers view in-house operations and external agencies through the misguided lens of competition. To maximize results collaboration should bind the efforts of both. “CMOs must identify the strengths of all their partners and carve out specific remits for strategy and execution responsibilities to ensure they replace competition with coordination.”
7 Marketing Issues To Be Aware Of Heading Into 2019: Insight From Gartner And CMOs, Kimberly A. Whitler, Senior Contributor, CMO Network, November 3, 2018
Leading research and advisory firm Gartner conducts several annual studies, attempting to provide insights for global industry leaders. I recently asked some of Gartner’s leading analysts and advisers to weigh in on the hot marketing issues based on research and conversations with leading CMOs. As a bonus, we also have some CMOs who are providing their own insights. Below are 7 priority issues.
At ANA Masters, Marketers Take Control, by Alison Weissbrot // Friday, October 26th, 2018 – 11:14 am, AdExchanger
After years of banging the drum about gaining more control, transparency and efficiencies from service providers, marketers are doing it themselves. Cost and speed to market are necessities for marketers struggling to drive growth, but too many third-party relationships often slow things down.
The 5 Biggest Marketing Trends For 2019, by Giselle Abramovich . Senior & StrategicEditor . CMO.com December 17, 2018
Indeed, a Forrester Consulting study commissioned by Adobe in April found that 80% of business decision makers said improving their company’s customer experience was among their top priorities in the year ahead. So was increasing customer loyalty (81%).
In this new age of customer experience, a combination of data and creativity is going to set the leaders apart from the laggards, experts told CMO.com. They also pointed to a greater focus in 2019 on personalization, more immersive mobile experiences, and, in B2B, a companywide approach to strategic accounts.
8 business-critical digital marketing trends for 2019, By Dave Chaffey 08 Jan, 2019, Smart Insights
Our review showing examples of the latest innovations in digital media, technology, and data to support digital transformation.
We love reviewing innovation in marketing. It’s interesting to see ‘what’s hot’ and ‘what’s cool’, but to keep it practical and actionable as we like, we’re equally interested in which communications and transformation techniques will make the biggest commercial improvement for businesses.
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