2017 in review and predictions for 2018 from the TrinityP3 marketing management consultants

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How was your 2017? What were the highlights of the year for you? And what is your top priority for next year? What was the trend that affected marketing this year? And what will most impact marketing in the coming year?

As this year comes to a close it is time for reflecting on the year that was and looking towards the year ahead. We put those questions to the TrinityP3 Marketing Management Consultants and here are their answers plus some advice for marketers for the year ahead.

2018 marketing predictions

We would love to hear your thoughts on the past year and the year ahead. Join the conversation here on our LinkedIn company page and our Facebook page.

(In alphabetical order by first name)

2018 marketing predictionsAnita Zanesco, Senior Consultant –High Performing Team Coach 

What was the highlight of 2017? 

Seeing my youngest child off to Kindergarten and watching both my “babies” grow into thoughtful, happy, kind children.

What is your top priority in 2018? 

To get more involved in new business and strategic consultancy projects.

What trends did you see affecting marketing during 2017?

Quantity and quality of data available and knowing how to use it – impacting marketing positively when data is used properly and negatively when marketers get “bogged down” in the data and forget to step back and look at the bigger picture.

What do you think will have the biggest impact on marketing in 2018? 

Using customer data more effectively to target communications more precisely to reach the right people at the right time.

What advice do you have for marketers in 2018?

Go back to the core of what marketing is all about and the difference it can make to business and brands. Importantly, senior marketers take responsibility for training younger marketers to get the basics right – they are the future. Most of all be brave and find ways to stand out from the pack.

What’s your New Year’s resolution? 

To be more proactive and focused and not get caught up in the small stuff.

2018 marketing predictions

Anton Buchner, Senior Consultant – Digital & Data Diva

What was the highlight of 2017

Being the catalyst for a major automative manufacturer to spark faster change to a customer-centric model. It’s not an easy journey with outdated systems, different KPIs, decentralised databases, and a number of advertising agencies all pulling in slightly different directions. However the management team have, and continue to be, incredible to work with.

What is your top priority in 2018?

To avoid investing in Bitcoin.

What trends did you see affecting marketing during 2017?

For me, one of the biggest trends was watching artificial intelligence (AI) become mainstream. Not just in marketing, but business wide. AI moved from hype to implementation, causing frustrations, requiring brave leadership, and demonstrating deep learning with amazing advances.

However, having used a few chat bots now, and also seeing it first hand in Japan, the customer experience is still not quite at a level where I would be shouting from the rooftops.

What do you think will have the biggest impact on marketing in 2018?

Whilst technology continues to evolve at warp speed, we’re also travelling into a more human-to-human era. We trust friends, colleagues, and peers more than Governments, corporate leaders and faceless organisations. So as Amazon spreads it’s wings, and live streaming video and mobility continues to explode, watch out for the exponential rise of advocacy marketing. Or what I call ‘elders’ campfire conversation on steroids.’

What advice do you have for marketers in 2018?

It’s a tough gig at the moment being a marketing manager. I see the leading marketers turning to a select few, trusted internal and external parters as sounding boards. So surround yourself with a mixed team of deep experts and operate in a truly agile (collaborative) manner to deliver great value to your organisation.

What’s your New Year’s resolution?

I did a great course recently on emotion coaching and I signed up to the word flexibility – so 2018 will be adjusting and adapting to difficult and changing circumstances. Bring it on.

2018 marketing predictions

Bill Merrick, Managing Director – Our Euro Star

What was the highlight of 2017?

Signs that marketers are being far more cautious about how and where they spend their money and are starting to look at business performance rather than simple brand metrics.

What is your top priority in 2018?

Encouraging more of the above through strengthening TrinityP3 in London in particular.

What trends did you see affecting marketing during 2017?

Political uncertainty (added to all the media and channel uncertainty) is bound to make marketers even more cautious about investments – and agencies are starting to see that they need to be more focused on helping their clients formulate and hit real business objectives.

What do you think will have the biggest impact on marketing in 2018?

The developing realisation that all the shiny “innovations” and distractions have not produced any results in the advertising and media areas – and that marketing needs to “take back control” of the total marketing function.

What advice do you have for marketers in 2018?

Look to the past on strategy, creative and research – look to the future on channel, data and media.

What’s your New Year’s resolution?

Be ready for anything.

 2018 marketing predictions

Chris Sewell, Business Director – Environmental Warrior

What was the highlight of 2017?

The immersive eco-management course in the Blue Mountain world heritage area as part of my Masters. An amazing natural wonder that we need to protect.

What is your top priority in 2018?

Building on the initial groundswell of interest in marketing in sustainable management

What trends did you see affecting marketing during 2017?

Too many marketers looking of the simple fix with technology alone without working out what they need to be doing.

What do you think will have the biggest impact on marketing in 2018?

The Amazon affect. All other retailers will have to get their act together and become more customer centric

What advice do you have for marketers in 2018?

Produce less content and use it in a more targeted manner. Less is going to be more.

What’s your New Year’s resolution?

As I have said every year, 2018 is the year that companies need to understand the importance of sustainable business practices, including their marketing, to have a future.

 

2018 marketing predictions

 Clive Duncan, Senior Consultant – Executive Producer (EP)

What was the highlight of 2017? 

Some of my clients actually taking action and realising savings.

What is your top priority in 2018? 

Empowering my clients and seeing them take positive action

What trends did you see affecting marketing during 2017?

A negative economic environment

What do you think will have the biggest impact on marketing in 2018?

Sluggish economic growth and low consumer confidence

What advice do you have for marketers in 2018?

Stay strong make change.

What’s your New Year’s resolution?

Remain positive and try to make my clients follow suit.

 

2018 marketing predictions

Darren Woolley, Global CEO – Grand PooBah

What was the highlight of 2017?

The birth of my identical twin sons, Dash & Daz!

What is your top priority in 2018?

Getting my teeth into even more of the strategic marketing projects we have been working on the past two years.

What trends did you see affecting marketing during 2017?

There is a greater focus on performance and marketing contributing to business growth.

What do you think will have the biggest impact on marketing in 2018?

Customer data informing personalisation and real time automated marketing.

What advice do you have for marketers in 2018?

Focus on getting to know your customers by getting your data, analytics and insights working for you.

What’s your New Year’s resolution?

Find even more ways to work from home when I can.

 

2018 marketing predictions

David Angell, General Manager – Media Maven

What was the highlight of 2017?

Spending more time with my children than in previous years.

What is your top priority in 2018?

Spending more time with my children than in previous years. And ensuring that I stay focused, energised and committed to delivering tangible results to our clients.

What trends did you see affecting marketing during 2017?

A significant up-tick in discussion and development around areas like voice-activation, AI in marketing and the application of block-chain technology into the digital marketing supply chain.

To some extent, a reset around the perceived power of digital advertising, led by a number of organizations and people, with Marc Pritchard from P&G at the forefront. And an increased awareness around the dangers of brand safety in digital environments, driven by fallout from inappropriate placement on YouTube, amongst others.

What do you think will have the biggest impact on marketing in 2018?

A hard question to answer, given the sheer amount of change, challenge, development and opportunity. If I have to pick one: globally speaking, it’s hard to beat the introduction of the GDPR (General Data Protection Regulation) in May 2018 which will have a potentially huge impact not just on EU marketers, but on any organisation that has presence in the EU, or collects customer data within the EU.

What advice do you have for marketers in 2018?

Take Marc Pritchard’s lead: be brave enough to admit digital advertising, customer data and technology opacity, lack of understanding, mistakes and waste, and take steps internally and with your suppliers to remedy. If you don’t, the problems are only going to get bigger.

What’s your New Year’s resolution?

Be brave.

2018 marketing predictions

Julian Barrans, Business Director – Our Main Man in Asia

What was the highlight of 2017?

Helping a whole bunch of street dogs find new homes!

What is your top priority in 2018?

Gain more awareness and projects in Asia using the six marketing challenges

What trends did you see affecting marketing during 2017?

Use of Digital increasing both in terms of percentage of the marketing budget and sophistication of tools employed. Business (and Procurement) putting more pressure on costs/ROI.

What do you think will have the biggest impact on marketing in 2018?

The above trends will force marketers to seek greater efficiencies and effectiveness in their marketing programs.

What advice do you have for marketers in 2018?

It’s a New Year, so take a step back and re-think how you can solve your marketing challenges and better deliver your business strategy and targets.

What’s your New Year’s resolution?

Work smarter, play harder!

 2018 marketing predictions

Kylie Ridler-Dutton, Senior Consultant – Agency Evangelist

What was the highlight of 2017?

Discovering new experiences

What is your top priority in 2018?

Working with new clients on future proofing their businesses.

What trends did you see affecting marketing during 2017?

Agile Marketing.

What do you think will have the biggest impact on marketing in 2018?

Actually looking at data and insights and how it can be integrated into a customer centric strategy as well as understood and prioritised throughout businesses.

What advice do you have for marketers in 2018?

Ensure your strategy is understood and embraced throughout the business.

What’s your New Year’s resolution?

I try to live a life of balance so I don’t have to have a resolution.

 

2018 marketing predictions

Lyndon Brill, Senior Consultant – Money Magician

What was the highlight of 2017?

The market took a big step forward in understanding value based remuneration in the creative space, and marketing transparency in the media landscape. 

What is your top priority in 2018?

To continue driving value based remuneration in preference to cost based remuneration in the interest of driving marketing performance.

 What trends did you see affecting marketing during 2017?

Marketers are now understanding the cost of transparency, and that agencies need to offer services and value aligned to marketers ever changing requirements which is being driven by the consumer on a real-time basis.

What do you think will have the biggest impact on marketing in 2018?

Marketers will continue to want more options and flexibility in a highly complex and fragmented media landscape, which is continuously changing due to the way marketers engage their audience from a customer experience perspective.

What advice do you have for marketers in 2018?

I believe Marketers need to be self-aware of their own internal efficiencies, and understand the impact this can have on the value they are receiving from their supplier partners in a 360 degree relationship. 

What’s your New Year’s resolution?

To continue to work smarter, not harder…..

 

2018 marketing predictions

Nathan Hodges, Managing Director – Lord of Marketing Management

What was the highlight of 2017?

Designing and implementing a new kind of roster model to release a marketing organisation to work in a different way

What is your top priority in 2018?

Helping more marketing teams get ahead of changes in the industry

What trends did you see affecting marketing during 2017?

‘Agile’ finally started to mean something specific and useful for marketing performance, not merely ‘faster’; the bigger consultancies finally started to take the role of marketing more seriously

What do you think will have the biggest impact on marketing in 2018?

Amazon.

What advice do you have for marketers in 2018?

Don’t be seduced into changing process or structure in isolation from strategy and culture – for success they all have to work together.

What’s your New Year’s resolution?

Keep it real.

 

2018 marketing predictions

Zena Churchill, Senior Consultant – Marketing Master

What was the highlight of 2017?

Volunteering with global arts initiative Micro Galleries in a local community in Jakarta

What is your top priority in 2018?

To read more.

What trends did you see affecting marketing during 2017?

Data paralysis. No on is suffering from a lack of data, more so a lack of capabilities in being able to work through the data efficiently to be able to draw insights that will help businesses grow and prosper.

What do you think will have the biggest impact on marketing in 2018?

Data driving phenomenal marketing personalisation

What advice do you have for marketers in 2018?

Don’t be afraid to acknowledge what you don’t know, then go forth and learn it.

What’s your New Year’s resolution?

Be braver and give everything a go (except skydiving).

 

We wish all of our clients, supporters, friends and colleagues a safe and happy holiday season and look forward to working with you and contributing to making the 2018 year a productive and successful one for all.

Thank you.

For a stocking full of ideas on productive ways to spend the holidays check our our end of year newsletter here.

If over the holiday period you want to get in touch then simply contact us here.

About TrinityP3 Consultants

We are the subject matter expert consultants at TrinityP3 Global Marketing Management Consultants. Each one of us has more than ten years experience working in marketing, media and advertising. We work with marketers, procurement and agencies to improve marketing productivity and performance by solving the six major challenges facing marketing today.

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