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2018 Marketing and Advertising Predictions

Posted By Emily Hope, Wednesday, January 3, 2018

What's in store for advertising and marketing in 2018? Here's a few thoughts from the ThinkLA community.

RISE OF WOMEN IN LEADERSHIP

"I predict the continued rise of women into the C-suite, as our skills, strengths and values become increasingly critical to the business success of our agencies, our holding companies, and our clients.”
Kristi VandenBosch, Chief Digital Officer, MXM, and ThinkLA Board of Directors Co-President

FUTURE OF VIRTUAL REALITY

"2018 will see VR become more widely accepted not only as entertainment, but as a valuable consumer training tool, especially when it comes to site walk-throughs for travel and commercial applications. It will become a viable first step toward fully immersive environments for all people." 
- Don Lupo, Director of Content and Marketing, ThinkLA

IN-HOUSE PROGRAMMATIC BUYING

"I envision more small and mid-tier agencies following suit of larger agencies, by taking control of their programmatic media buying, and bringing it in-house to utilize a self-service DSP. More advertisers will be looking towards meaningful KPI's - such as offline sales measurement, while traditional KPI's - such as CTR and VCR, will continue to become less relevant."
- Sunny Behniwal, Senior Account Executive, Adelphic, a Viant Inc. Company, and ThinkLA Young Professionals Council Member

A FOCUS ON BRAND VALUES

"2017 forced both brands and agencies to think hard about their values, whether in their responses to the new political climate or to the#MeToomovement. In 2018, people won't be able to hide behind messaging. Marketers will have to decide what they believe, act upon it—and be judged accordingly.”
Jeff Sweat, Founder, Mister Sweatand ThinkLA Board of Directors Member

MICRO INFLUENCERS

"I think we'll see a rise in the "micro-influencer". Given the crowded digital arena, brands will need to have an authentic message to break through the noise, to engage and interact with their costumers. The use of influencers, partners, customers (perhaps through testimonials), and even showcasing employees, will all be relatable ways for brands to tell their stories."
Emily Hope, Communications Manager, ThinkLA

ACQUISITIONS

"Deloitte or Accenture will make a bid to acquire one of the four largest ad agency holding companies.”
Eric Johnson, President and Founder, Ignitedand ThinkLA Board of Directors Member

  SEARCH

"Search will be an x-factor for premium publishers in scaling traffic to quality (not to mention measurable, viewable, safe) content. Where social has long been the dominant source of publisher traffic, a trending uptick in search referral traffic could mean significant monetization opportunities for publishers."
- Claire Thompson, Senior Strategist, VICE Media, and ThinkLA Young Professionals Council Member

AUGMENTED REALITY

"Due to the investments companies like Google and Facebook are making, I believe augmented reality will be adopted by the masses in 2018. We’ll see brands trying to navigate their way through the immersive technology space to see which tech suits their brand/product, and I believe that AR will be that platform."
John Yi, Communications Director, Strategy, MBMGand ThinkLA Young Professionals Council Member

QUALITY CONTENT

"Everyone is on the "content" bandwagon but very few are doing it correctly and effectively. For example, a few CMOs I’ve spoken to, are taking cause marketing in-house to integrate them into their brands, to start putting emphasis on quality communications."

MODULAR MARKETING

"Traditional marketing campaigns will be replaced by Modular Marketing. We will see less identical campaigns, more modular framework for communication. This will allow marketers to be more flexible and able to replace themes, offers, messages within the framework."
Luis Camano, Founder and Chief Creative Officer, Key Activationsand ThinkLA Board of Directors Member

 

MOVEMENTS TURNING MOBILE

"2018 will be a year where all the things we have started in years past, will become more relevant and refined. Ideas, strategies, data, content is all growing to be more agile. We'll see movements be mobile. And, I don’t mean that device that is attached to us at all times, I mean movements that are going new places, transitioning, evolving. We will see adaptive strategies, policies and people, doing things in new more ‘mobile ways’.  

 

Life/work balance (vs. work/life) will be more mainstream as people take life/work on the road, and the increase in collaborate workspaces will continue to change the way the workforce operates. This attitude can be seen in how #MeToo is growing to evolve into bigger conversations, such as #TimesUp.

 

We will see immersive experiences that people will travel for; to interact with brands, art and culture in a single multifaceted event (like 29Rooms, DesertX, Museum of Ice Cream). Big data will finally be activated in a way that can be used in a meaningful way for the consumer, as we now know how to both use it for targeting and content curation."

- Brook Hauge, Strategy Supervisor, Canvas Worldwide, and ThinkLA Young Professionals Council Co-President

 

INDEPENDENT AGENCIES WILL REMAIN APPEALING TO ADVERTISERS

"I’m being a bit selfish here by focusing on a trend that will benefit independent agencies like ours. Although large holding companies will maintain a large share of the market, independent agencies will continue to position themselves as viable alternatives to larger agency networks and win accounts. The stable independent agencies will build enough scale to attract talent, take on more business and provide a high level of service to advertisers."
- Zach Rosenberg, President, MBMG, and ThinkLA Board of Directors Member 

 

 

 


Tags:  2018  acquisitions  advertising  Brand Marketer  earch  marketing  media  micro-influencers  Mobile movements  modular marketing  Quality Content  uture of  uture of Advertising 

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