Our predictions for 2017: 5 tips for engaging the audience
Posted: Sat Dec 28, 2024 6:46 am
Throughout December, we’ve been sharing our predictions for the key trends and techniques we think will define B2B thought leadership in 2017.
Last week we shared three trends to watch in thought leadership strategy along with four forecasts on emerging research tools and editorial techniques.
In this post, we shine a light on five tips for engaging the audience; a critical stage of the activation process and an important area all marketers will want to take note of.
Engaging the audience
Big ideas will benefit from better activation
All too often, so much focus goes into creating thought leadership content that there is no time left for campaigning. Many marketers also battle through arduous internal approval processes that leave them under pressure to ‘just get it out’. The roll-out plan ends up as little more than some predictable website copy and a handful of bland social posts.
In 2017, the best marketers will take their campaign execution to list of usa cell phone numbers the next level, spending more time crafting original and attention-grabbing campaigns that unfold over several months. This may involve attracting attention with new digital platforms, interactive content, data visualisation, gamification techniques or slick user-interface design. But it doesn’t have to be high tech – even the simplest campaign can grab the spotlight if it is intriguing, surprising and entertaining.
– Stephen Edwards, Senior Editor
B2B marketers will start testing B2C augmented reality
For more than five years, B2C marketers have been testing a variety of augmented reality (AR) tools, such as Blippar and Playme, to find new ways to bring their campaigns to life. Momentum is building: 2014 saw Dublin host what was claimed to be the first-ever AR event for marketers, featuring brands such as Heineken and profiling campaign examples such as Pepsi Max’s bus shelter AR experiment on London’s Oxford Street. So far, AR has been a resolutely B2C phenomenon, but in 2017, B2B marketers will increasingly dip their toes in the water (virtually, at least). Whether adding pop-up animations and videos to static reports, as Barclaycard has done, or bringing trade-show stands and presentations to life in a new way, AR will make its first targeted appearances.
Last week we shared three trends to watch in thought leadership strategy along with four forecasts on emerging research tools and editorial techniques.
In this post, we shine a light on five tips for engaging the audience; a critical stage of the activation process and an important area all marketers will want to take note of.
Engaging the audience
Big ideas will benefit from better activation
All too often, so much focus goes into creating thought leadership content that there is no time left for campaigning. Many marketers also battle through arduous internal approval processes that leave them under pressure to ‘just get it out’. The roll-out plan ends up as little more than some predictable website copy and a handful of bland social posts.
In 2017, the best marketers will take their campaign execution to list of usa cell phone numbers the next level, spending more time crafting original and attention-grabbing campaigns that unfold over several months. This may involve attracting attention with new digital platforms, interactive content, data visualisation, gamification techniques or slick user-interface design. But it doesn’t have to be high tech – even the simplest campaign can grab the spotlight if it is intriguing, surprising and entertaining.
– Stephen Edwards, Senior Editor
B2B marketers will start testing B2C augmented reality
For more than five years, B2C marketers have been testing a variety of augmented reality (AR) tools, such as Blippar and Playme, to find new ways to bring their campaigns to life. Momentum is building: 2014 saw Dublin host what was claimed to be the first-ever AR event for marketers, featuring brands such as Heineken and profiling campaign examples such as Pepsi Max’s bus shelter AR experiment on London’s Oxford Street. So far, AR has been a resolutely B2C phenomenon, but in 2017, B2B marketers will increasingly dip their toes in the water (virtually, at least). Whether adding pop-up animations and videos to static reports, as Barclaycard has done, or bringing trade-show stands and presentations to life in a new way, AR will make its first targeted appearances.