Oksana Matviichuk, SVP, B2B Strategy, Zenith USA is part of the Forbes Agency Council, which is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Oksana, with her fellow council members, has contributed to article, which was originally published on Forbes.com
Marketing trends can rise to prominence in the blink of an eye. Sadly, they can also fade into obscurity just as quickly.
For a marketing team, deciding which trends to follow and invest in and which ones to ignore is a critical part of financial planning. Because of the lag time between the trend becoming popular and the business being able to utilize the trend, knowing which ones have longevity is essential to figuring out where the company should invest.
Determining which trends are worth it early on will give the business more time to develop its strategy accordingly. Here, 12 members ofForbes Agency Council examine some of the key criteria they use to decide whether a trend is worth investing in or not.
1. Target Audience And Brand Alignment
Marketing trends and tactics evolve over time. Some come in and out of fashion, such as direct mail and events. If the target audience is on a platform, we will recommend checking if the platform aligns with our client’s brand and their target audience is using the platform. We do take a wait-and-see approach to make sure the brand will be perceived positively. We like to make informed recommendations. – Gina Michnowicz, The Craftsman Agency
2. Quantitative Data
Any marketing trend that cannot produce meaningful quantitative data should be examined very carefully. I’m a big believer in measuring everything to at least have some quantifiable metric to compare with anecdotal feedback (like “I love this campaign.”). When evaluating new trends, I look for ways to measure them to provide comparisons to existing approaches that have demonstrated real value. – Randy Shattuck, The Shattuck Group
3. Potential Of Long-Term Value
It’s important to adopt marketing trends that have the most potential of yielding long-term value. Look for trends that have strong and measurable KPI metrics so that “success” can be more easily qualified and quantified. –Jordan Edelson,Appetizer Mobile LLC
4. Historical Data, Future Dynamics
When it comes to marketing trends, I always draw attention to two criteria. First of all, the historical data of the marketing trend is a key element. Always check the statistics for three years if applicable and compare them with KPIs of other trends. Secondly, it’s essential to take into account the related industries to the trend and forecast the future dynamics and popularity for both. – Oganes Vagramovich Barsegyan,Digital Beverly Marketing Solutions
5. Signs Of The Trend Going Mainstream
The valid criteria here would be to identify when the trend is starting to show the signs of the mainstream. If the infrastructure is in place, it’s worth attention and should be considered while building a strategy. Video ads revenue share growing on Facebook predicted the burst in video. Listing cryptocurrencies on Yahoo shifted perception of them toward a financial asset, not pure technology. – Oksana Matviichuk,Verizon Media at Zenith | Publicis Groupe
6. Goal Alignment
Marketing is constantly changing. Every week there are new tools and applications that can lead to some serious FOMO. The most vital step in deciding to move forward is to see if that new tool aligns with your goals. If you’re focusing on moving leads down the funnel and this new tool is all about bringing in new leads, then it’s not for you. But if it does align with your goals, then get moving! –Marc Hardgrove,The HOTH
7. Whether It Produces The Desired Results
Really, the only criterion that matters when evaluating the effectiveness of a marketing tactic is whether it produces the desired result. As simple as this question sounds, it is the best way to cut through the clutter and choose the right tactic. Establish what you want and then assess whether or not the marketing tactic achieves that. –Stefan Pollack,The Pollack PR Marketing Group
8. Staying Power
When it comes to making sure that you are on the right bandwagon, you need to know that something has staying power. There are many new trends out there that last only for a month or so and are gone as quickly as they arrived. The problem with that is that you have no idea what to expect in terms of what has staying power and what does not. Looking at past trends helps. –Jon James,Ignited Results
9. Compassion
Our barometer is whether or not the trend gets you closer to being human. If the trend helps your brand connect more with your customers and helps them tell their story about how they engage with your brand, then the trend is worthy of considering for adoption. –Kathleen Lucente,Red Fan Communications
10. If It Reaches Your Core Audience
Ask yourself, “Will this trend reach your core audience?” Some “trends” like social media have become marketing necessities, while others like “OK boomer” memes will likely burn out much faster. Other trends are just plain fun — but truth be told, they may have nothing to do with your business. The bandwagon may seem like a good time, but if it’s not going to be a good use of time, think again. –Bernard May,National Positions
11. Risks Of Adoption
Marketing trends that quickly emerge (and similarly fade) are often ripe with risks. The urge to quickly capitalize on an unproven or tested idea to appear as an early mover is often done without considering history, reviewing data and listening to your gut. Before you jump on the bandwagon, take the time to assess the risks relative to your brand and your industry. Then make informed decisions. –Jim Heininger,Dixon|James – Rebranding Experts
12. Alignment With Your Marketing Strategy
Before jumping headlong into any hot trend ravaging the market, it’s critical to ask if that trend supports your overall marketing strategy. For example, if your firm implements an inbound marketing approach for clients, have your team consider how it can execute on an effective new trend within your inbound strategy. This gives your tactic the best chance to deliver results. –Mary Ann O’Brien,OBI Creative
