Robin Thicke and foodservice marketing trends

We’re starting to receive invites to begin planning 2017 foodservice marketing campaigns which, of course, reminds me of Robin Thicke.

You remember Robin Thicke, right?  The pop singer heart-throb of 2013.

The world would have ended for many if they couldn’t have downloaded Robin Thicke’s Blurred Lines just three years ago.

Oh, how times change — or not.  The marketing innovations of 2013 now seem so, well… 2013.  Kind of like Blurred Lines.

But 2013 can tell us marketers a lot.  Any marketing trend that has remained relevant since 2013 means it has staying power.  Unlike Robin Thicke.

This long-term trend is especially true in foodservice marketing where we tend to lag in marketing innovation by a few years any way!

So, I like to look backwards in my totally unscientific — yet reliable — planning approach using a Google search for the “top digital marketing trends 2013.”  I purposely focused on “digital” because I don’t have many clamoring for breakthroughs in print, skywriting, blimp advertising or Robin Thicke.

I reviewed the top five articles returned from the search.  The 2013 most commonly mentioned trends that remain healthy today are:

  • Mobile marketing.
  • Content marketing.
  • Social media branded content (particularly Facebook).
  • Expansion of social media newsfeed and other online display advertising options.

Below are 2013 predictions not trending in foodservice from my vantage point (think of these as Thicke trends).  Of course, some of these lean heavily towards consumer-based marketing versus B2B where foodservice marketers tend to focus:

  • “Big data,” sophisticated CRM approaches and marketers becoming “data geeks.”
  • All marketing campaigns will be “integrated.”
  • Vertical communities will be the next big thing — especially in B2B.
  • Media fragmentation.
  • Twitter dominates.
  • Explosive growth of digital marketing agencies.
  • Stronger connection between online and offline events.

Over the next two posts, I’ll dive deeper into the what seems to be working — and what isn’t.

What say you?  Do these results align with your experience?