As we move into 2019, more and more CMOs are coming to us and saying “Marketing isn’t working anymore”. It’s true to say that “what got you here, won’t get you there”. People don’t look at adverts, GDPR has killed off email marketing, events have just become sales pitches and cold calling just shows you as a company are desperate. Add to that the average output of corporate content just adds to the noise we all try and avoid. 2018 has proven out the test cases that you can close $1M deals through social and moved the buyer of these services from early adopter to majority. In 2019, we will see further acceleration of social techniques adoption as social media and social selling move from tactic to strategic go-to-market for companies and brands. This will have a major impact on the skills we all need to execute both marketing and sales successfully in 2019 and beyond.
Social media is ever-changing. Be it new platforms, different consumption habits or varied forms of communication, social media platforms such as Facebook, Instagram, WhatsApp etc. are always coming up with innovative features or affordances that add different dimensions to the platforms. These changes not only help users engage in a number of different ways with their favourite brands online but also give marketers a chance to captivate their audiences through an array of tools and tactics.