Marketing success starts with a micro-focus on macro trends
Posted on March 7, 2017
Trendspotting is key to effective marketing. If you want your efforts to land on open ears and eyes, they need to resonate and seem familiar. The 2020 Marketer will not only recognize trends within their focused vertical but also will incorporate larger trends that affect the world. This bigger picture view is critical to success. Considering the current economic and political climate, even the best campaign can be ruined if not created in the proper context. Many businesses are learning that firsthand as President Trump is now in office, and stock prices can rise or fall based on 140 characters.
Megatrends will continue to make meganews. Urbanization, environmental protection, immigration issues, smart mobility, STEM, the millennial phenomenon and the power of women will continue to impact marketing globally. Watch for another trend to strengthen: actions related to national security in the United States, in light of increased terrorism and cyber threats, as well as turnover and turmoil with our nation’s security leadership.
Recommendation for the 2020 Marketer: The year 2020 will conclude the next presidential term and initiate the term to follow. Shifts in taxes, military spending, social services, healthcare and environmental regulations are sure to be substantial. Marketers should sharpen their public affairs skills and begin developing points of view on these issues for their clients.
Keeping an eye out for hot topics and possible conflicts will save you from last minute changes sure to weaken the quality of any meticulously planned campaign. Good campaigns aren’t created in a vacuum, so considering current events and the mood of your target market will increase the success of any effort. The last reason you want your efforts to be publicized is because they are perceived to be insensitive or as an unintended political commentary. Keeping a keen eye on current and future trends, especially those outside normal focus – both for us and our clients – can keep your business in the spotlight for the right reasons.
For more insights on macro trends, download Airfoil’s 2020 Marketer eGuide below.