New Year’s is just around the corner which means it’s time to review the successes and failures of the past year and begin planning for future marketing campaigns. Here are our tips on how you should prepare your marketing team for 2018:

Review your marketing tools

Technology is constantly changing and updating the tools available to us in marketing, but at the same time, we are all creatures of habit. Making changes can seem scary, and hard to sell to your team, but the only way to ensure your brand’s success is to explore new options.

New Years is a great time to reevaluate the tools your team is using to determine which to take with you in the future and which to leave behind.

According to Adobe’s digital marketing director, John Watton, successful marketers are curious and willing to try new technology.

“It’s not about a particular tool or system, it is about being curious about other possibilities because the tools we will use in two or three years time will be totally different from the ones we were using two years ago,” he said at a panel discussion back in 2014.

Make a marketing plan, but leave room for flexibility

In a fairytale world we marketers would have unlimited time and resources for all the marketing activities we wanted to implement, but in the real world, we have to plan and allocate our resources in a way that ensures high ROIs.

However planning specific campaigns up to a year in advance doesn’t work in our digital time. We have to be more flexible than that and change our marketing efforts so that we always give the consumers relevant, engaging and updated ads.

So, go ahead, make a marketing plan for the upcoming year, just remember to leave room for flexibility.

Review your website and digital presence

It is no longer enough to have a website and a Facebook page in today’s market. Every consumer starts their buyer’s journey online, gathering information on products and solutions before ever contacting a sales rep. This means that if your website doesn’t show up when people make relevant searches, it’s like you don’t exist. Moreover, if you do turn up, but your site is bad, you may lose all credibility.


Review your website. Does it have an intuitive design? Is it optimized for search engines? Can consumers access it with their phones? Your digital strategy starts with your home page and should extend to all the social platforms you are active on.  

According to Justyna Polaczyk: “A good website grabs your attention and evokes emotions making you want to stay. It’s intuitive, easy to use and gives you a clear reason why you want to browse it. It has clear copy, clear CTAs and nice visuals.

But a good website is something that is not only made for a customer. Your website reflects you as a business owner and professional.”

Create a list of new technology and trends that are of interest

This speaks to the point I made about evaluating your team’s use of marketing tools, but I want to take it one step further. How many times haven’t we all wanted to be innovative and try new trends within our industry, only to experience that we don’t have the time or resources to do it?

Creating a list of new technologies will serve as a reminder for the next campaign you're launching. It might be unrealistic to think that you will try all the things you’ve written down, but even if your team only learns about a few new trends, it’s a step in the right direction.

Want to learn more about the future of content production? Check out the guide we wrote on dynamic creatives: