The document discusses various emerging marketing trends and buzzwords, providing definitions and predicting whether they will gain widespread adoption. These include B2B2C, custom audiences, content shock, brand storytelling, H2H marketing, youtility, dynamic content, and real-time content marketing. For each trend, it gives a brief explanation and then uses an "Magic 8-Ball" to give its prediction on whether the trend will "catch on" and become commonly used. The document aims to help marketers decide which new strategies are worth investing in.

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Our Magic 8-Ball Predicts Marketing
Trends of The Future...

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Uncover whether the latest buzzwords and
marketing trends are here to stay – or destined to
disappear without a trace.
New buzzwords are being created by
marketers all the time to reflect emerging
marketing trends. But which buzzwords are
worth investing in? And which should be
allowed to fade into obscurity?
Here’s our Magic 8-Ball to sort the genius
from the guff:

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B2B2C

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What is it?
Two businesses come together to offer
a product or service to customers – a
basic concept that has been in practise
for several hundred years – but has
been made all shiny and new again
because it’s now in the context of
‘e-commerce’.
B2B2C

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Will it Catch-On?
It will – but do we really need quite such
a mouthful to describe something that is
already so well established?
B2B2C

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Custom Audiences

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What is it?
It might sound like a fairly generic term
to an outsider but within this context,
it’s all about Facebook. By uploading
the ‘hashes’ of your customers’ email
addresses to Facebook, the social
media platform knows when your
consumers are using its service and can
push your ads to them on the fly.
Custom Audiences

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Will it Catch-On?
Yes, but we do wish Zuckerberg would
come up with a more fitting buzzword
that truly encapsulates this powerful
targeting tool.
Custom Audiences

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Content Shock

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What is it?
When there is so much content being
produced for businesses that supply will
one day outstrip demand. It’s something
that marketers should be concerned
about – but not for the reasons they
might think. So let’s rephrase it – the
internet will become so clogged up with
average marketing content, nobody will
want to read it.
Content Shock

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Will it Catch-On?
Yes, so keep your content brilliant
and you’ll be fine. If not, expect your
content’s ROI to RIP.
Content Shock

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Brand Storytelling

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What is it?
Forget typical marketing messaging
– instead, use storytelling to
make an emotional impact on
consumers, pulling them into your
brand via stories that capture their
imagination. To create long term
relationships with customers, many
marketers believe that storytelling
is now essential.
Brand Storytelling

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Will it Catch-On?
Yes – but only if marketers invest in great
storytellers. If not, any effort will risk
coming across as shallow and cynical.
Brand Storytelling

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H2H (Human-to-Human)

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What is it?
Whether they’re B2B or B2C, stop
treating customers as if they
understand (or care about) marketing-speak
– deploying words such as
‘synergy’ and ‘paradigm’ can cloud
someone’s understanding of a product,
instead of helping them. In other
words, talk to all customers as if they
are people, not fellow marketers.
H2H (Human-to-Human)

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Will it Catch-On?
It is essential that H2H garners traction
to help engage with customers more
effectively.
H2H (Human-to-Human)

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Youtility

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What is it?
The theory is simple: instead of selling
a product to a customer through
traditional marketing and advertising,
you’re helping the customer by making
your content useful to them. This
approach is more conducive to creating
an ongoing relationship, not the quick-win
of a single sale.
Youtility

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Will it Catch-On?
It already has – the rapid global adoption
of inbound marketing by marketers pays
testimony to the fact.
Youtility

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Dynamic Content

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What is it?
Based on the customer’s data, the
content displayed changes to suit the
particular customer’s interests and their
demographic. Think one football team
fan being targeted with different content
to that of a rival football team fan.
Dynamic Content

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Will it Catch-On?
The outlook is positive as it’s a great
targeting tool – as long as you set up the
content’s tags correctly. Otherwise, expect
to find your campaign in a list of ‘10 Biggest
Email Marketing Mistakes’ at some point...
Dynamic Content

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Real-Time Content Marketing

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What is it?
Forget static content that just
sits there on your channels –
real-time content marketing is
always ‘on’ across all of them,
constantly being updated with
such fresh, timely content that
consumers won’t be able to
resist checking in with you.
Real-Time Content Marketing

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What is it?
Think of it as a marketing
newsroom that spots emerging
trends and then exploits them.
The most successful example of
real-time content marketing is
‘newsjacking’ where an event or
emerging trend is picked up by
a brand and used to promote its
own products or services.
Real-Time Content Marketing

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Will it Catch-On?
Yes, but make sure that your content is
actually interesting, and not spam.
Real-Time Content Marketing

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