Four trends in marketing for 2019

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Marketers know they need to change to better support the business.

They see the rise of disruptive competitors and new technologies. All around them are the bodies of counterparts who failed to adapt. And while they can’t see the precise shape that the future will take, they know it won’t look like the present.

Marketing, sales, service, communications and other customer-oriented functions are evolving and commingling, and we don’t know what they’re going to look like in five years.

The traditional sales function isn’t going away….

But how users get to purchase will be completely different!

Here are four marketing trends to look for in 2019:

A broader view of customer experience.

A positive customer experience across all touchpoints is increasingly seen as a company’s most valuable asset. And, more than any other function, marketing is responsible for managing it—across the customer life cycle and across channels, from initial awareness through loyalty and advocacy.

Metrics for revenue and engagement.

Effectiveness trumps efficiency, especially in a time of rapid change. Metrics will become broader and more comprehensive, focusing on top-line revenue and overall engagement more than efficiency and brand awareness.

The talent hunt.

Yes, there is a need for tech-savvy marketers. But it’s not enough by itself. CMOs want people with the ability to grasp and manage the details (in data, technology and marketing operations) combined with a view of the strategic big picture. Creative is still important (especially in B2C), but it is a legacy skill and no longer a focus of demand.

The ecosystem in the future.

Marketing technology is proliferating through the cloud to the point where almost all companies—even the smallest ones—use multiple systems operating within an overall marketing operating system. Despite expectations of consolidation around a few dominant enterprise suppliers, marketers believe that the number of systems in their companies will grow.

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