Few professions face more rapid change than those in the marketing world. What was effective last year may not work this year, as communications platforms and technology are continually changing. So the Business Record asked local marketing professionals to weigh in with their predictions on the most important trends that marketing professionals need to focus on the rest of this year. 

 

Here are two of the 17 marketing trends highlighted in the Sept. 2 Business Record: 

 

“Tactically speaking, one of the biggest marketing trends we will see in the coming years is the incorporation of video to otherwise traditional marketing pieces (without using the much-despised QR code). Companies across many segments should be looking for cross-platform integration through the use of technology like augmented reality. In the future, prospective customers will be able to simply scan a page of a product brochure with their smartphone and have a video pop up on their device. Video is already — and will continue to be to an even greater degree — everywhere in terms of marketing.” 
Matt Glynn, Partner, Performance Marketing

 

“Many companies are still trying to figure out how to market to millennials, but Generation Z is quickly maturing and making purchases of their own. This generation is larger than the baby boomers and has been so digitally connected since birth that it will make it even harder to catch (and hold) their attention.”
Jessica Maldonado, Public Affairs Manager, PolicyWorks