The year ahead in marketing and digital: Part 1 – macro trends

Every year I pick out digital and marketing trends and developments which I think will shape the industry and its planning and thinking in the year ahead. Here are the general industry trends that make the cut in 2017. In part 2, I’ll look at specific marketing trends, and in part 3, digital.
The F word
I believe the guiding star for marketing and digital in 2017 will be ‘focus’.
In part, this is because the economic outlook is uncertain so there is less appetite for risk and