Topics
- creative trends
- strategy planning
- utilizing metrics for trend validation
Video summary
The video discusses the importance of being creative when utilizing trends, but not relying on them as the sole strategy. The four categories to consider during planning are objectives, audiences, strategies, and tactics. While tactics offer room for flexibility, objectives and audiences should not be changed to fit trends. Creative and contextual trends should rely on usual metrics for validation and analysis. For products and media trends, it is important to validate goals and identify new metrics when entering a new vertical. Allowing time for analysis is crucial in both cases.
Dig Deeper
Trends in Marketing
In marketing, trends should never be the sole focus of a strategy. Instead, they should be seen as part of a larger plan, where objectives, audiences, strategies, and tactics are the primary focus. While these first three items are typically stable, tactics offer room for flexibility to incorporate new trends, especially the creative and contextual ones. But before jumping on a trend, businesses should consider whether it is well-suited for their audience, as changing objectives or audiences for the sake of a trend may result in wasted time and resources.
Impact on Affiliate Marketing Industry
The affiliate marketing industry can benefit from new trends, but it also presents unique challenges. Since many companies are vying for market share, standing out from the crowd can be difficult. Metrics that work for standard creative marketing tactics should be applied to creative and contextual trends, but it can be challenging to reap rewards due to the competitive landscape. On the other hand, when looking to expand into a new vertical, careful consideration must be paid to different factors that may affect success, such as average initial spending and long-term customer value.
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