What will your marketing look like in 2019?

written by

Lynda Bruns


March 6, 2019

You may already be a Red Sky client or just checking us out to see if we are a good fit for a business partner. As a PR and Marketing agency that works in both the business-to-business and business-to-consumer segments, we have seen a lot of changes effecting marketing over the past year. From social media privacy breakdowns, polarizing political viewpoints, brick and mortar retail closures and the expansion of marketing technology. How will these changes and others impact marketing in 2019? 

Depending on where you go for research, opinions vary greatly. We review free and paid industry reports and resources to gain insights that inform strategic planning and communication development for our clients. We have found Brandwatch – The Complete Marketer’s Guide to 2019 provides an overview of global trends and quick tips to assist us in guiding marketing direction in 2019.

Here are a few key takeaways from the guide:

  • Consumers are more likely to purchase with their heart – buying from brands who align with their values and boycotting brands that don’t.  Remember the Nike ad campaign with Colin Kaepernick?  Dicks Sporting Goods and Patagonia, among others, have made public commitments to corporate social responsibility.
  • Prepare and invest in Corporate Social Responsibility – be proactive with brand values and build a crisis management plan.
  • Keep marketing personas flexible – does the ‘Millennial’ persona you created five years ago take into account that young people are now more politically active than ever?
  • Are you making the most of the data and technology you already have? Artificial Intelligence, machine learning, big data analytics and chatbots are some of the rapidly growing technologies and skills marketing teams are considering investing in 2019.

“Ethics-oriented consumers are impacting every industry. The best companies are defining their values and aligning all of their work to their values. These companies aren’t trying to be trendy, and they are comfortable when some people disagree with them. “

— Brittany Paxman, PulsePoint Group

The insights from the guide serve as a resource to keep you informed about changes in customer behavior, purchasing decisions and trends that are predicted in 2019. This doesn’t mean you should nix your current marketing strategy. It means that you need to evaluate what things need to change for you to stay viable. However, you may forge stronger relationships with your customers and build a more engaged audience as a result. 

To learn how to apply global trends to your marketing strategy, contact Red Sky to schedule a meeting.

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