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Marketing trends that bombed in 2017

Sue-Ann Lim talks about the three marketing trends that took a hit in 2017

Sue-Anne Lim, Chief Data Officer of Dentsu Aegis Network, Malaysia

The modern marketer must be constantly agile, quick on their feet adjusting to the constantly changing trends. 2017 was an innovative year for marketing. However, for every successful marketing trend, there are bound to be trends that didn’t go very well.

In the inaugural issue of the tabloid version of MARKETING, we featured Sue-Ann Lim, Chief Data Officer of Dentsu Aegis Network, Malaysia in the ‘data-driven creativity’ section. She talked about the three major marketing trends which bombed in 2017.

The first trend that didn’t pan out was the concept that full digital is the way to go. She pointed out that marketers get greater ROI when they find an optimum balance between offline and digital spends than just each channel on its own.

Next, the trend that that any content is good for the brand. While content marketing is certainly very important in today’s era of social media, not all content is good content for the brand. Marketers now find themselves in a conundrum because their ads might be appearing with negative.

Lastly, the trend that e-commerce was just a fad. Sue-Ann brought up that Lazada recently sold 12 limited edition Beetles in collaboration with Volkswagen on 12.12.2017. The recent 11.11 saw Alibaba breaking all records where they clocked in US$7billion of sales in the first 30 minutes. With this example in mind, marketers will start to straighten up and consider the importance of online commerce in whatever platform and device in 2018.

 


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