UK marketing trends for 2018

2018

What trends should UK marketers pay particular attention to in 2018? Here are what some experts say:

• Influencer marketing will be increasingly important. Whether a marketer wants to reach a highly targeted audience or reach a broader market, influencers (opinion leaders) on social media can demonstrate products, explain benefits or simply express their positive feelings about the brand. 
• Highly targeted content for specific segments. Content marketing tailored to each segment offers the benefit of relevant and timely information. With better audience analytics, marketers can therefore target content accordingly, when and where each audience is receptive.
• Stories are useful for engaging customers. Some brands are using cause-related marketing to tell their stories, reinforcing brand purpose and showing that profit isn't the only motive for marketing. 
• Trust in many brands must be strengthened. For transparency, be sure the brand promise is clear and specific and deliver on the promise by incorporating the brand's values through all aspects of marketing.

Retailers reveal holiday adverts for 2017

With the holiday shopping season about to begin, retailers around the UK are releasing their seasonal adverts. And as has become traditional, many have emotional themes or humour or both, to try to connect with consumers and encourage positive feelings towards the brand.

Above, one of the holiday adverts released by Argos, showing elves preparing toys for Santa's fleet of sleighs. One toy nearly misses being shipped, but a dedicated elf puts it into place on the sleigh just in time. 'We love this edge-of-your-seat, high-energy Christmas campaign, which aims to surprise and delight', notes Argos marketing director. This advert has been posted on the Argos Facebook page (which has 1.2m likes) with the hashtag #ReadyForTakeOff.

Like Argos, Marks and Spencer also posted its holiday advert on Facebook (where the retailer has 5m likes). This year's feel-good advert focuses on Paddington, with #LoveTheBear as the hashtag spreading on social media. Not coincidentally, the new Paddington 2 movie will be in UK cinemas tomorrow.

And, in the holiday spirit, Marks and Spencer is going to make a charitable contribution for each copy of Paddington and the Christmas Visitor bought by customers.

Marketing Byte Night 2015

Byte Night takes place Friday, 2 October. Thousands of people all over the UK (associated with large firms like Accenture, Dell and BT plus many smaller, local firms) will sleep out to raise money for Action for Children charity. The first Byte Night was in 1998, and this year, the charity aims to raise more than a million.

One key element of Byte Night's marketing is its social media presence. On Twitter, the group has 2,000 followers; on Facebook, it has 1,100+ likes; and on LinkedIn, more than 900 members. Action for Children has Byte Night digital marketing leading up to the event, as well. The campaigns use #ByteNight as a unifying hashtag.

Publicity is another key element, with news articles covering the event itself (where will sleepers be? what venues are participating? what is the money to be used for?) and individuals or firms that participate. Plus each firm has its own marketing to promote its involvement in Byte Night and encourage employees and customers to get involved. Harvey Nash has a page on its site explaining all about Byte Night, for instance. Fourth Day has its own page about Band Night.

All these marketing efforts (multiple messages, multiple media, one focus) work together to build awareness and engagement, encourage positive attitudes and actions, with the ultimate goal of raising money. Good marketing for a good cause, #ByteNight!

That Ugly Christmas Jumper Trend

You've seen them--those overdone, ridiculous holiday jumpers that make you smile even as you shake your head at their ticky-tacky look.

Since 2011, the trend has expanded from DIY and vintage shops to indie stores and mainstream retailers like Asda. In fact, Asda has its own selection of ho-ho-ho jumpers, part of a Save the Children cause-related marketing initiative.

At right, a popup screen from today's Primark site, advertising men's Christmas jumpers that are slightly over the top. Santa will chuckle as he sees these ugly jumpers on young and old, male and female, even dogs.

Merry Christmas to all!