Dallas-based B2B Branding Agency Shares Marketing and Branding Themes
ADDISON, Texas (Dec. 13, 2016) – Marketing and branding took a few interesting turns in 2016. The push for authentic content came to light, native advertising found its sweet spot, and video surged – especially online. The industry is now looking to the year ahead and predicting what themes will emerge and deliver the most influence in the marketplace.
Below, Spire Agency, a Dallas-based B2B branding firm, divulges their bold 2017 predictions, highlighting five key trends that marketers would do well to consider:
- Bank on ‘Sales Enablement’: Digital and social platforms provide B2B businesses with more opportunities to connect with customers than ever before. But with the rise of content marketing, customers have now become overwhelmed by the firehose of social media posts, company blogs, email campaigns, infographics and white papers most companies now produce on an annual basis. In 2017, there will be a tipping point in B2B businesses investing in a structured sales enablement process. Bridging the gap between marketing and sales, sales enablement tools will include multiple branded pieces, used by the sales team, to break down the barrier of entry prospects put up. This process should lead to a dramatic increase in the number of touch points, both print and digital, as businesses seek to fully understand and engage with their prospects.
- VR Is the New Video: The previous decade has seen B2B businesses embrace video content as a way to tout their product. But in 2017, virtual reality (VR), augmented reality (AR) and 360-degree videos will allow brands to display their product in a way never before possible. This will allow businesses to bring their prototype everywhere, put customers on the factory floor and provide new perspectives into product lines just by pointing their phone. From Pokemon Go to Facebook 360 to the Samsung Gear VR, consumers are already adopting these technologies for gaming and entertainment at home. Smart B2B businesses will be using these same technologies to bring their message to the workplace. Winning brands will be those who best tell their story in a 360-degree environment.
- Direct Mail Makes a Comeback: As the digital field becomes increasingly crowded, savvy marketers will increase their direct mail budgets – ostensibly, not only to go where the fish are, but rather where the other fishermen aren’t. B2B businesses will harvest their databases to create ever-more personalized direct mail pieces, tightly integrated with their other touch points. Trackable call-to-actions, such as unique URLs or phone numbers, will allow marketers to track direct mail results just as clearly as their email cousin.
- Messaging Gets Tailored Approach: With the average B2B sales cycle requiring 6.8 decision makers before a sale according to CEB Global, messaging is about to get personalized. From junior staff members to the C-suite level and people responsible for final sign-off, each role is going to have their own unique set of wants, needs and desires. Due to this increasing number of decision makers, 2017 will find marketers customizing their messaging. This way, each of the different people in the same company can receive tailored content designed for their exact role and position within the sales cycle.
- The War Is Over. Mobile Won: In 2016, mobile internet usage surpassed desktop internet usage for the first time. While “mobile first” has been a philosophy for web design for several years now, 2017 will see mobile as no longer a shift from being a web design approach to the primary driver of all design. As mobile increasingly becomes the primary avenue customers use to interact with a brand, traditional brand elements like logo design, color palettes and typography selections will all be dictated and driven by mobile, then rolled out through the rest of a brand’s touch points.
For more information, please visit Spire Agency on the web at SpireAgency.com.
About Spire Agency
Founded in 2005, Spire Agency focuses on building brands and awareness for B2B companies. Spire helps clients develop communications that are targeted, innovative, relevant and cost-effective by simplifying the complex and making it easy to understand and communicate. The agency’s experienced team can handle anything from brand strategy to brand development and creative.
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