First of all, before getting to the trend forecasting, I want to say:

Don’t buy into marketing trends.

Just stay updated to understand what people expect from you. Watch how the way people express their needs change over time, and tweak your communication to resonate with that. Be inspired, steal some ideas to integrate in your own marketing – but don’t buy into marketing trends 100 percent. You’ll lose your brand identity.

If you create communication and content on your website, blog and in your digital channels that is truly well-executed linguistically, gives your audience the knowledge and answers they are looking for, and do that by sharing stories told with the voice of your brand – then your marketing will be timeless. Years may go by and you’ll still be the top of mind go to-business.

So stay timeless. Watch the trends change like a meandering river of new ideas, but be quality, be style.

Successful creators have always known this, especially in the fashion industry:

‘Fashion changes, but style endures.’
– Coco Chanel

‘Fashions fade, style is eternal.’
– Yves Saint Laurent

‘The difference between style and fashion – is quality.’
– Giorgio Armani

‘Don’t be into trends.’
– Gianni Versace

That said, let’s have a look at what seems to be coming the marketer’s way during 2017 and 2018 – to know how to steer the wheel, and tweak your brand communication.

 

Digital marketing trends - ode agency

Digital marketing trends 2017-2018

It seems like everybody’s talking about VR (Virtual Reality), or even AR (Augumented Reality), but I’d say we’re still quite far from seeing this being part of people’s everyday lives – even though it’s becoming a part of marketing campaigns. It’s trendy, yet it’s already ‘last year’. VR is only the medium, not the marketing message itself (to argue against the theory of famous intellectual Marshall McLuhan, who said it was). And how interactive will it be?

Let’s focus on what major ideas – not tools – in society might influence the narrative of brands.

Breaking the taboos – and the norms

We’ll see slogans and campaigns challenging old rules, breaking taboos and using cross-gender concepts. This will mostly apply to the marketing of products and services for women, as these campaigns have not yet dared to explore the fields of humour, irony and satire. We’ll see marketing targeted at cross-gender segments, letting go of the idea of the male/female.

We’ll see marketing messages ”crossing the line”, and brands challenging their audience using unexpected or even vulgar language, or addressing controversial issues like the current political debates.

Would you dare to be more provoking, and break the taboos of your field? 

 

unreality as a destination

Unreality as a destination

We’re in between analog and digital, real and virtual. This will affect the way we do storytelling – we need to take into account the fact that people are gazing at the horizon, romantizising the unknown, the fantasy and the unreal. They will use social media and the digital world as escapism on a brand new level, a level that I call the unreality.

Dare to allude to the temptation of unreality in your storytelling.

Encourage imagination, turn concepts upside down, try looking at things from the opposite perspective. Forget A/B testing and leap into testing the unknown. What if you played around with your email subject lines or blog post headlines? Do what you’re least expected to do. That’s how you make unreality happen.

 

From the attention economy to the engagement economy

Reach and visitor numbers mean nothing without engagement and conversion. Websites and Facebook pages with many visitors or followers but almost no engagement will be punished by algorithms, that will automatically cut the reach and define them as informative, passive and irrelevant.

Remember that in the digital world, interaction is gold. It’s too expensive to focus on getting attention without getting engagement – it will cost you your reach and therefore your marketing budget.

Evaluate engagement, not reach. Because that’s what search engines and social media will make you pay for, if you don’t manage to achieve it organically. That’s the real value.

 

the authentic - ode agency

Authenticity – Back to the the unfiltered, the genuine, and the raw

With all polished designs and perfectly filtered pictures, we’re starting to crave the authentic alternative. We won’t leave our screens to go hiking in the wilderness, but we’d love to dream (read stories) about making it happen.

Forget the stock photos. Cracks and imperfections tell of something real – use them for storytelling your brand. Think #nofilter.

 

Newsletters becoming the new customer magazines

Have you heard of inbox zero?

The strive for companies to manage their email inboxes to always end the day with an empty inbox. Yes, inbox zero is a thing. Businesses are striving to become ”zero-email companies”. They communicate by phone, social media, or by connecting their staff on Slack or Skype.

As a marketer, you need to fight for your share of people’s attention span – especially in B2B marketing where keeping your inbox clean is sort of a work-feng-shui. Instead of distributing campaigns and special offers, do what companies have always done with success: Build your brand’s credibility, expertise and loyalty with customer magazines. But don’t print a 40-pages publication.

Collect your best stories in a newsletter that interested people voluntarily will sign up for, and distribute it regularly, once a month or so.

The newsletters will go from being a channel for internal updates to being a digital version of the popular content marketing product that is the customer magazine. Launch your own and watch your digital traffic increase.

From individualism to co-creation, sharing communities and teal

This paradigm shift in culture has only just started, and will continue over decades – in politics, business and art. In marketing, I’d say it’s about abandoning the strive for individual confirmation through social media, and rediscovering the power of the network, the virtual tribe and the next step in the sharing economy, that is enabled through social media.

In the digital world, this will lead to marketers targeting communities rather than individuals. What is another common interest among our audience? Shoes and football? Then, be where the shoes and football games are, and storytell the connection between that world and your brand with cross-sectional marketing.

Contribute to creating communities and groups within your field (and the neighbouring fields). Provide content and stories that show that your business understands this change: that you contribute to the group, the greater good, and the common strive.

In 2016 you understood the everyday struggles of the individual, in 2018 you understand the struggles of the collective.

When businesses start implementing more self-management and self-reliance, and decentralize the decision-making processes, they will experience issues and challenges in the group. It’s a tough identity shift for any business, so use your insights about this when shaping your B2B-communication.

dream-shadows-silhouettes - ode agency

From media producers to curators – AI choosing your stories

What comes next, after the filter bubble? Probably an automated service that will choose the right stories for you. Just like Spotify serves you suggestions with ”Discover Weekly”, based on your search history and the history of those who seem to behave like you, an algorithm will give you regular updates on what reads on the Internet would interest you.

It’s already there, but most likely it will boom.

As a marketer, be aware not only of how you articulate your content, but how you categorize it, how you make it search engine optimized (SEO), and how it connects and relates to existing content. Be clear on the context, on the user navigation, on the conversion optimization. On the purpose. Zoom out and try to see the whole picture.

How would a robot know why you’re worth someone’s five minutes of attention?

Artificial intelligence will not only choose journalistic content, but content from a variety of sources. Therefore, marketers that not only do their own marketing, but curate other stories and cover its field of interest, will rule. They will be the content sources.

As a brand, you need to become the content provider, as AI will be the media curator.

tech spirituality ode agency

Tech + spirituality – combining the two

The tech startup scene has managed to combine the creative exotic with the rational and nerdy. When anyone can code, we need the technology development to embrace new areas to avoid becoming just a means of building things.

That is, technology not as a tool, but as a means of realizing digital culture experiments.

We will see technology become a facilitator of spiritual search. Apps will help people disconnect from apps, virtual tools will help people become more grounded from virtual tools.

Isn’t that ironic?

As a marketer, look into how this idea can influence the stories you’re writing: the search for more time, for inner development, for self-fulfillment – not instead of being connected, but by being connected.

 

I name this trend forecast: Do you dare?

Because I think we’ll see people looking for alternative ways to value true and qualitative information, time and unfiltered reality – or unreality.

Those things are tomorrow’s currency. Be the content bank offering this currency.

My questions to you as a marketing person are:

Do you dare to break norms and take a stand with your marketing? To explore new topics and ways to articulate your message? To not only engage with your followers, but make them co-create? 

Are you ready to integrate even the unpolished side of your business in your communication? To shape your content to encourage engagement rather than reach?

To accept that an artificial intelligence will be the middleman between you and your audience? To not be the brand that people use to strengthen their identity, but the brand that groups and communities seek as a facilitator, knowledge, service and information provider for their purpose?

Then, aim to answer those needs and questions when choosing topics, angles, perspectives and stories for your content, that should constitute your most important digital marketing during these next two years.

Do you dare?

 


Read more:

Here’s the next big thing in marketing

”Traditional PR doesn’t work in social media”

Communicating sustainability in social media

Why content marketing may be your best decision in 2017

Do you want us to find your stories for you? We offer content marketing as your blog, newsletter or social media editors – read more about these services here.

It’s Monday morning. Imagine you’re in the office, discussing with your colleagues how you could improve the company’s marketing. How does one reach people nowadays? How does one catch the attention of potential new clients? Why is nobody reading your posts?

storytelling content marketing with a twist
Your message needs a twist.

Last week you launched a Facebook campaign, but it didn’t really take off. Your competitors also seem to be spending more on AdWords to climb the Google ranking ladder, leaving you further down the list of search results. How to compete?

The answer is: The communication with your potential clients needs to be more frequent and more spot on. You need to increase your touchpoints – the number of situations where you reach and interfere with potential clients. And you need to make sure that every time you reach them, you stand out. That you’re different from the rest.

So what can you communicate? What could you possibly be talking about in all these posts, articles and e-mails? You have the message, the products and the services, but you can’t go on nagging about that several times a week. That’s considered too commercial, or even spam, which your audience will reject.

What’s happening in your business?

What you need is to figure out what to tell your customers when you’re not allowed to talk about your business itself, or even your offer. You need to find stories that share your expertise as a brand – enough stories to produce new posts, emails or newsletters frequently.

Is there really that much happening in my business? you might ask.

Yes, there is!

People tend not to see it because they’re right in the middle of it. Or they see things that they think are stories, but that their customers won’t find interesting or accessible – stories that, in the end, don’t manage to cut through the noise.

Time for a private detective?

Imagine instead that your company hired a private detective, or a journalist, to investigate your company in search of storytelling material. Someone who could look at your business from an outside perspective and say:

– Hey, what you’re doing right here is fascinating and unique.

Or:

– That thing isn’t worth communicating at all. It’s irrelevant.

Or:

– That’s way too complicated to understand for someone who’s not one of you.

Imagine that this private detective got back to you with a list for 2-3 fascinating short stories that could be told and posted every week. Stories that are unique and interesting for someone who has never heard of your business or doesn’t have any previous knowledge about your field. Stories told in a way that they make your business appear as the go-to brand/website/page for more stories like these.

A credible source of information, inspiration and – eventually – products and services.

This private detective would be an expert in finding good ideas and patterns in things, in creating stories and dramaturgy, but also understanding your message and business goals, to find this for you.

Continuously creating and posting stories not only strengthens your brand and draws people’s attention when executed professionally. It also repeatedly encourages digital word-of-mouth – dedicated people sharing your stories – and most of all it’s creating constant touchpoints and opportunities for potential new clients.

Are you constantly creating new stories and touchpoints?

The reason you clicked this headline is because

  1. You were intrigued and curious to find the answer
  2. You normally like our posts and thought this one might be good as well
  3. You were annoyed but couldn’t help clicking it, because – why not?

No matter why, it shows that this post appeared in your news feed. The reason it did is because someone shared it. This person might be one of us, one of our followers, or a freind of a friend of a follower …

Or, you found it through googling the topic, and Google thought it was one of the best suggested answers to your question, since other visitors and readers thought so.

Imagine this would be the case for all of your stories, every week, every month. There is so much value in these touchpoints, because over time the content created through published stories also ranks your page better every day.

It all starts with an intriguing headline…


Read more:

Here’s the next big thing in marketing

”Traditional PR doesn’t work in social media”

Why content marketing may be your best decision in 2017

Do you want us to find your stories for you? We offer content marketing as your blog, newsletter or social media editors – read more about these services here.

Meet Björn Ekdahl, CEO, who talks about what separates me-too brands from unique, winning brands. 

Björn Ekdahl, Ode Agency

Hi Björn! What do you do at Ode?

– I’m the CEO. That’s short for a combination of chief everything officer and a learn-it-all. I try to be involved in as many parts of the business and with as many people as possible, with the goal to learn and understand as much as possible. Together with my team I’m building the go-to agency for high-quality content marketing in Europe.

– I also make coffee.

What’s your background?

– I’m originally a publisher. I worked for a production, PR and sales company within the publishing industry before founding a publishing house myself. My company got many requests for communication, agency services and international representation, so I started another business focusing on marketing and communication (believe it or not, but the book market doesn’t know anything about storytelling). Words have always been the most important to me, so that was a natural next step.

– The agency had an outspoken sustainability approach, helping big brands in the fashion and lifestyle industries with their sustainability work and to communicate that process. High-end brands used to be either conscious or sexy. What the companies appreciated now was the possibility to combine this. Sustainability is definitely not only something you do to build your image – or to be conscious and environmentally friendly – it’s an integrated part of the business model in long-lasting businesses.

– Given this background, with me living in Paris and with experience of executive roles I was asked to be CSO of sustainable luxury agency 1.618 Paris. Last autumn I joined Ode Agency.

What do you think is the main challenge for marketers today? 

– I see many. One is the fact that marketers still seem to be talking about ’digital marketing’, like it was something new and separated from ’marketing’ per se, like if you could go by with analog marketing. Today that’s a tautology. 

– Another one is to be able to measure and prove the ROI of your marketing activities – to get real value for your investments. PR and advertising might give your brand a boost, your 15 minutes of fame, which is great when running a campaign or launching a product. But to build your brand every day, even while you’re asleep, it takes more, unless you have an unlimited budget. 

And the most common marketing or communication mistake that companies make?

– This goes all the way back to the (lack of) business strategy. Brands communicate and market themselves without knowing who they are, without knowing their raison d’être. They often haven’t even asked themselves ’If we stopped existing today, what would our clients miss tomorrow?’ They are me-too brands, or also-rans, without a unique purpose and position. Before marketing and communicating you have to have a bulletproof reason why people should turn to you instead of your competitors.

What do you do at work, when you think that no one sees you?

– I walk around in circles with a pen in my hand, it preferably resting on my lips. I’ve convinced myself that I think better when I do that, but maybe it’s just a wish to look like the tortured artist. 

Where do you find inspiration?

– In classical music. But most of all in the moment. By chance or a sudden impulse, by something someone says or does. Something I see or happen to hear (read: eavesdrop). Every block of stone has a statue inside it, and it’s the task of the sculptor to discover it, if I may quote Michelangelo.

Paid advertising, sponsored posts, Google AdWords – or content marketing? This is a decision every marketer needs to make, every year. The best way to know how to spend your budget is simply to look at the return on investment over time. This is what it looks like.

When you Google ”Which online marketing strategy has the best ROI?”, you find a wide range of articles that say the return on investment of online marketing is too difficult to measure.

A lot of them also tell you that it’s almost impossible to compare the results of these methods.

But you can measure it. In digital communication, you can track every lead, every click, every subscription. Unlike traditional print ads, you can measure not only how many people have seen your banner, but how many have clicked it and bought something.

To see which marketing method is more effective, we only have to look at the statistics. 

Of course, it depends on what you’re selling and to whom. Maybe your customers are not on Facebook. Maybe they’re all about newsletters or Snapchat, and the time and budget needed for those channels may differ.

But we do know that only the messages that they find useful, viral, engaging or truly interesting will bring results. By posting useful content in your digital channels regularly – website articles, videos, photos, infographics, newsletters, blogs and social media posts – you will increase your sales. Statistics show that half of B2B buyers first consume 3 to 5 pieces of content before engaging with a salesperson. That is content marketing.

Here’s what the marketing statistics say

… and the sources, if you want further reading (inspired by this post by Curata and this post from CMI):

  • Website conversion rate is nearly six times higher for content marketing adopters than non-adopters

What costs more, then? Paid search or content marketing?

Just like INC puts it in this article, time and money are both investments:

”If ROI were a simple matter of money in, money out, it’d be much easier to estimate and compare. However, some strategies require more of a time investment than a money investment, which adds another difficult-to-measure variable to the process.”

Long-term results are also different from short-term results. We know that over the course of five years, a long-term investment will pay off far better than a short-term one.

However, you want immediate results. Depending on the size of your company, statistics show that

Content doesn’t come with a deadline, which paid search does. Paid advertising might work during that limited time, and it may be a good complement to boost a post, but it doesn’t build your brand continuously without good content.

As an example, I wrote a blog post for one of our clients in 2014. That blog post is still (today, January 2017) the one piece of content that drives the most traffic on their website!

Compared to paid ads, good content reaches your customers because:

  • You deserved their attention by being interesting, relevant and attractive
  • They chose you because you seemed different than the rest
  • Someone recommended you
  • They Googled a question, and you provided the most relevant information and answer to that question

It’s all about long-term branding!

You can pay for better ranking on Google, but the day you stop paying, the effect will stop. If you build your ranking with organic search instead, it will last. And once you’ve created a post that drives traffic, people will keep finding it, every day. Traffic drives traffic.

Building a ”content bank” is building your brand. The more high-quality content you have that is search engine optimized, the more traffic you will get, and the better you will rank. Which increases your traffic, which in its turn increases your ranking …

Therefore,

So why aren’t more companies doing this?

They are. But:

Being a content manager is almost like being a journalist or editor: you must know what’s interesting to your customers. Don’t tell them about your company or products all the time, give them something useful and interesting.

Like what? Well, you’ll find all those stories inside your business, it’s all there. It requires skills and experience to make them useful, but it’s worth it.

Business happy woman jumping yellow marketing
Ready to make your content fly?

I want to start by saying that the headline is slightly misleading. What we are now facing in digital marketing is not a trend, but a paradigm shift – a substantial change.

It’s not only in the digital development, but in the very needs and behaviours of people, and in who owns the information and marketing online. And in not falling victim to the trend. Crazy exciting.

But I’ll try to be as brief as possible.

This is for those who want to create online reach, long-term value and credibility. For those of you, who want to own your field.

Something has happened with our confidence in sources on the Internet. Today a source is not only a book, a newspaper or a website. It might be an organization, a company and, above all, a brand.

The reason for this is that we are beginning to understand that the entire Internet is all about information. To own an audience online you must act as an information business. You have to create information, distribute it and establish a reputation of being the best information provider. At least within a specific niche, where you can be the king – of content marketing.

Then, why is this? And why is it relevant?

It’s up to the customer – or is it?

Information has become a currency worth its weight in gold. This is because it’s no longer journalists, newspapers or media companies who provide the stories in people’s news feed, but the people themselves. They think.

People choose what companies they follow on Facebook and what brands they want to see in their news feed. They can mix articles from New York Times with ads from McDonald’s and blog posts from H&M – all in the same feed. They design their own subscriptions to information in social media, or in apps like Omni.

You would think that this leads to chaos. But it doesn’t, because Facebook, Instagram and Google have already found the solution to that: new algorithms.

September 6th 2016: TechCrunch, with 7.5 million followers on Twitter, describes Facebook's algorithm for designing your news feed.
September 6th 2016: TechCrunch, with 7.5 million followers on Twitter, describes Facebook’s algorithm for designing your news feed. Read the full article here.

For people to get their tailor-made feed, Google and Facebook have changed their algorithms from showing information published in chronological order to showing the posts according to what you seem the most interested in. Therefore you mainly see what they think you like the most – based on your, and sometimes your friends’, online behaviour.

Your brand can be up there. At the top. Frequently. Ranked as the best. 

How to own your target audience’s feed

It all comes down to one thing: what you do to deserve that position and attention. If you know the way to get to the top of your target audience’s feeds, to get shared and renowned, it’s unbeatably more effective than paid advertising space like AdWords or Facebook Ads. Then you are aiming at the very heart of your target group – and they not only find you, but they choose you.

How to do it then?

Until now companies basically have been able to piggyback on this phenomenon, that is to say social media’s ways to present content to their users. But from now on Google and Facebook want to charge you even more for exposure.

Unless your content is so great that Google and Facebook WANT to promote it, because its quality says something about them and their ranking system.

Now, this is the key.

It’s not enough to just create content based on SEO keywords or the insights about your target audience. That’s yesterday’s marketing.

Here’s where we get to the heart of the matter.

The new brand tactics of Google and Facebook

Today the two giants Google and Facebook mainly want to do three things:

  1. they want to overtake the journalists’ role as gatekeepers to the news bills, i.e. deciding what content and ranking will be seen in our feeds, 
  2. they say they want to downplay the ‘filter bubble’ phenomenon, i.e. wanting to balance our social media feeds so we don’t live in different realities, and 
  3. they want to eliminate clickbait, i.e. ’11 signs that you…’ and ‘You won’t believe what happens next…’ articles. 

These three things all aim to rank, promote and reward high-quality content instead of mediocre content. Partly because it has become their responsibility and partly because it makes them look good.

The trend is not to follow the trend, but to create something sustainable and lasting: quality.

It’s a reaction to spam, and ‘spam’ today is not only junk mail, but everything that is not highly relevant for the user (the target audience). Simply because it’s damaging Google’s and Facebook’s brands and credibility. They themselves however, say that it’s because they have a social responsibility.

 

New York Times, August 4th 2016: Facebook say that they are going to promote quality content and avoid clickbait. The headline "Shocker!" makes fun of the typical clickbait headline.
New York Times, August 4th 2016: Facebook say that they are going to promote quality content and avoid clickbait. The headline ”Shocker!” makes fun of the typical clickbait headline. Read the full article here.

‘High quality’ doesn’t mean high quality

Therefore a high-quality text doesn’t necessarily have to be a well-written text like those by Dostoyevsky or Jean-Paul Sartre. Here, high quality means as correct and relevant as possible for the target audience. If that means using slang or a specific jargon, then that is high quality – if it’s found, consumed and appreciated by your target audience.

And all of this is measurable. You can even measure how far down the reader has scrolled.  

Only those of you who create and share OUTSTANDING content will have a great reach. That is to say: the leading brands will be the brands that create content

 

    1. that has understood the algorithms of the big Internet oligarchs,
    2. that offers something highly relevant for the target audience,
    3. that’s appreciated and glorified by the target audience, and
    4. that’s not only published occasionally, but continuously, and on a long-term basis

This is my trend forecast, based on my work with digital communication for both big and small brands in several countries.

High-quality content is the next big thing in marketing.

Not only does it increase the reach of strong brands. It builds them, and creates even more satisfied customers. It gives you the possibility to own your field.

Even Google highlights this, and emphasizes that it’s not about ‘good content’ but ‘original, high-quality content’:

Image from Google's own online course in creating a successful website. "Make a great site – Create high-quality content".
Image from Google’s own online course in creating a successful website. ”Make a great site – Create high-quality content”. You can take the course here.

Google recognizes syntax quality

Every day, Google and Facebook become better at detecting and recognizing quality. Not only if a text online is interesting, but also if it’s well written. Their algorithms understand sarcasm, irony and syntax (sentence structure) and know when something is badly executed.

The development towards increased sensitivity to quality is moving fast.

This means you need to be BRILLIANT.

Then, why does Google care about quality?

It’s a direct result of the fact that Google and Facebook have taken over the journalists’ job to curate, evaluate and present something customized, nuanced and qualitative – a form of truth. Because we go to their feeds and search engines for information, and expect to find answers that are relevant and true.

As shown below Google writes that the search results nowadays prioritize ranking and showing ‘high-quality, in-depth content’.

Google informs us that their algorithm promotes "high-quality, in-depth content" and long reads – the end of short clickbait and SEO spam.
Google informs us that their algorithm promotes ”high-quality, in-depth content” and long reads – the end of short clickbait and SEO spam. Read the full article at Official Google Webmaster Central.

 

The recipe for successful communication

Do you want your deserved attention?

Here’s the recipe:

Create high-quality content for the right audience. Invest in it: engagement, research and competence. Don’t mass produce. Don’t put any writer on the job – get a good one. Then share and publish it according to a strategy. Remember: your brand is at stake every time you publish something.

SEO is no longer just about keywords. Search Engine Optimization is about providing the high quality content that the search giants are looking for. Not only the words, but the whole picture.

Yesterday:
SEO = keyword optimized for Google

Tomorrow:
SEO = targeted and quality labelled
(the SEO is just one piece of the puzzle)

If you play by the rules, you will create content and marketing that is irresistible. You will own your market segment and your target audience. Not only does your communication distribute your brand, but it constantly builds it and adds value to it.

Reach them. And make them come back for more.