The most significant marketing trend in 2016 was the rise of the chatbot, enabling brands to talk to consumers in personalised ways on messaging platforms where traditional push selling doesn't work. Regardless of whether the chatbot phenomenon ends up being a fad, what it represents is hugely important for brands in 2017.
Consumers expect hyper-personalised and hyper-responsive relationships with brands, seamlessly integrated into their everyday lives. As a result, your engagement with customers has to feel as little like marketing as possible. New tech, new approaches to segmentation, and a new understanding of communication tools and the way consumers use them, will all make that an achievable goal next year.