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2018’s Marketing Trends: The truth so far

If there’s one thing we’ve seen from our recent client conversations, it’s a desire to stay ahead of evolving consumer habits and preferences. There’s a real sense of willingness to try new things, but still a need to show a real ROI at a business level. Everything around this starts with great insights and spotting key trends. So, our latest report very much looks at what’s changed since this time last year, and how the big trends are faring so far.

The ten trends we delve into span from the impact of affiliate partnerships on earned PR coverage to how to maximise voice search; from getting Gen Z right to revitalising retail. We look at whether the influencer market has peaked, and what podcasting can do for your brand. 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. This is true for both traditional tactics and newer digital platforms.

The most successful brands are often those blending tech with the traditional to build great customer experiences both on and offline. But consumers are making it easier for us. They are becoming increasingly straightforward with their expectations of brand experiences. As we look ahead to no-nonsense Gen Z, simplicity and transparency are the values to hone in on to cut through the noise. 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.

From brands to media titles to social media platforms, we all have one thing in common – the need to increase revenues attributable to our work. Each month brings new options, so we need to take a step back to ensure we’re focusing on real people; to engage, inspire, and create behaviour change rather than simply sell product. If you get it right, you can do both.

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


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