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The years from 2018 promise to be very exciting due to disruption in marketing. Here are the top 3 trends that Billee Howard, Founder and Chief Engagement Officer of New York Marketing and Strategy Consultancy Brand Anthropology has published in Forbes Magazine.
# 1 Place Purpose, the Purpose Right in the Heart of Your Business Strategy
Corporate Social Responsibility and Cause Marketing have meanwhile moved on to the concept of brand purpose. Here an organization identifies an ambitious mission associated with their daily offerings.
In the coming year, successful marketers will put the brand purpose at the heart of the corporate and brand strategy and use it as a lever for growth for their target groups.
# 2 Reach the hearts of your customers
Emotional engagement is the sister of rational engagement. Rational commitment is based on the stimulation of the mind, while emotional engagement is based on the stimulation of the heart. In today's age of brand experience, it seems that emotional engagement is becoming increasingly important in order to achieve successful results, and effective storytelling and digital marketing are at the heart of this movement.
Marketers should steer the customer journey with the "sale", rather they should point out the carrot, which leads to sales. This carrot needs to be translated into the ability to transform storytelling into a vital business competence that takes the "why" and "who" behind the brand and translates it into experiences.
# 3 Customers buy a story that lives through creativity and technology
Stories have become one of the biggest economic currencies. This is because goods and services are widely marketed by the price point and customers look for brands they believe in.
Next year, intelligent marketers will use a strategic mix of creativity and technology to narrate and deliver stories that build lasting relationships with customers.
Here's the original article by Billee Howard, Founder and Founder Chief Engagement Officer of Brandthropologie
, published in Forbes Online Magazine.