2018 Marketing Trends: The 10-insight health check

Jill Coomber, Managing Director, Consumer Marketing Europe, OneChocolate

If there’s one constant in client’s briefs, it’s a desire to stay ahead. There’s a real sense of willingness to try new things whilst also delivering a solid ROI at the business level. This all starts from identifying great insights and key trends. So, when pulling together our latest report, we focused in on what’s changed since this time last year and how the big trends are faring so far. What is really worth investing in?

The ten trends we delve into span from the impact of affiliate partnerships on earned PR to how to maximise voice search; from getting Gen Z right to revitalising retail. Influencer marketing has been the hot trend for what feels like forever, but what do rapidly increasing influencer costs, fake followers and stricter advertising guidelines mean for brands? And what has the Cambridge Analytica scandal done for consumer trust in social media vs. traditional news outlets?

In exploring which trends have taken off this year, we can see that marketers need to be more in tune with the new ways customers actually behave, rather than how we think they behave or how they did last year.

But consumers are making it easier for us. They are becoming increasingly straightforward with their expectations of brand experiences. For example, as we look ahead to no-nonsense Gen Z, simplicity and transparency are key to cutting through the noise. For them, it’s all about great brand values and stories consumers can comfortably believe in and fight for, combined with seamless shopping experiences we’ll all be happy to return to again and again.

Brands of all shapes and sizes have one thing in common – the need to do great work that also increases attributable revenues. Seemingly each month delivers us new options, so we need to take a step back to ensure the insights and trends our work is built on are still solid. Like other leaders, we’re focusing on real people: to engage, inspire and create behaviour change rather than simply sell product. With the right knowledge, you can do both.

To read more on the latest consumer trends, download the full report here.

On the 10 September, OneChocolate joined forces with Allison+Partners, an award-winning global communications agency with 29 offices and more than 400 employees worldwide.


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