Why not all marketing trends are created equal

There comes a period where every brave marketing professional makes their own predictions what will the prevailing marketing trends for the future year be like. Some of the trends are interesting and worth mentioning but I will argue that some are just distractions. I will cover some of them.

AD BLOCKING 

Ad blocking is starting to become a big challenge for marketers. It is reported that 20% of all users have now some kind of ad blocking technology. So, you will most certainly not reach the fifth of your customers with your campaign if you use display ads. Solution?

Invest in content marketing as people can not block content they read but only the ads that are served to them. This logical conclusion comes naturally but can be misleading. It is really a matter of asking the right questions. When marketers say that they will invest 40% of their budget in content marketing in the next year and that display advertising is losing  significance they are telling you an answer on a question how many prospects can I reach with my brand message. The question should rather be how to use a specific content (display ads or content marketing) more effectively.

It is true that display ads are losing effectiveness but this is not a good enough reason to get rid of them but rather to use them in a different way. Change the approach to your display advertising strategy.

PRINT IS DYING AND DIGITAL IS ON THE RISE

This one is my favorite one. Print is dying! Wow, how dramatic. Nobody is dying, drama queen, stop using this expression. I know that for most of marketers this is only click bait for their blog posts, but if you really want to communicate that print is losing significance, say this:

Print is losing significance!

Why does this bother me so much? I know that this is only matter of wording but again this shows a dangerous thought process which should be extinct in the 21st-century scientific marketing world. 

Again, we are asking a question how much prospects we can reach if we invest in print advertising. Of course, we can reach fewer people with print than TV and digital. But, again we should focus on how we can communicate our unique selling position trough print advertising more effectively.  

In essence, it all seems that marketers are trying to be too clever and this is why industry is in bad shape. As soon as we start being more scientific we will start selling more of anything.