Our top marketing predictions in 2015
Posted by peter.johansen | 05 February
Technology continuing to drive change
We predict neuro-marketing techniques crossing into mainstream marketing territory. With big players such a Neilson leading this movement we see this becoming more accessible in 2015. Planning will play a crucial role in the push & pull relationship between creative and data. The question of whether it’s used correctly, pre or post production is yet to be debated.
Complexities of marketing streamlined
We expect a burst of new businesses aimed at helping marketing professionals simplify their work load. The breadth of channels, the volume of data and the expectation of real time responses will drive companies to look for simplifying solutions. According to Adobe Sixty-four percent of marketers expect their role to change in the next year and thirty three percent are confused over their role and responsibilities.
A trend we don’t think will slow down – consumers want us to speak to them as individuals, technologies will evolve further and continue to enable personal communication. Brands will be looking for the new ‘name on’ idea. Adobe found that 69% of Marketers wish to embrace 'hyper-personalization' (i.e. using data to provide the right products, services and content at the right time).
In store trends moving online, online trends moving in store – channels are converging. Whether it’s pop up websites, increased service online, in store mobile payments, digital trying on, uploading photos from the changing mirror, directions to suggested similar items in store on Google glass – it’s all happening. The change in focus comes with not looking at the channels alone but together (in the same way as we do as consumers).
The product is the media
In 2015, both Multinational giants and local companies will more emphasis on personalized products and narrowing down their consumer segments. In other words: this product is not "for all", but "just for you". When consumer decides to buy the a product, it can be more about defining their identity and socioeconomic status than the product itself ( Starbucks coffee being a obvious example) . And, through the product, as the media, enter into an exclusive community. Storylised product is fundamental to differentiate consumer groups and societies. In 2015 we’ll see products given stronger attributes and being used as storytelling media’.
Content is more than text and pictures
With the rapid change of digital marketing technologies, “content” is more than text and pictures. As long as we have imagination, the same content could be presented in many different ways. For example, infographics, small HMTL5 games, mini-surveys etc. Among them, we may pay more attention to high quality “Seckill videos” (online videos designed to sell benefits of a product in only a few seconds).
In 2015, the content of marketing is more and more important. Most of the brands will change from ego promotion to consumer orientation; tell a story, convey an idea instead of selling a product via price promotions. These changes will give opportunities to co-brand communications and experience marketing.
The shift from globalization to personalization
Within a technology obsessed world, marketing is becoming more individualized, more localized. Personalization is not a trend, it’s here to stay and it will transform how we think and how we manage global brands.
Personalized marketing is no longer about placing the name of a customer at the top of an email. Now communicating with customers is about individual interests and preferences, which create a richer picture of behaviors and needs. Thanks to CRM and other technological advances, understanding customers is easier than ever.
Take these three benefits of using personalization in marketing as an example:
- Personalization Increases conversions - by personalizing MMS messages to 1,200 customers in the US, BMW improved conversions by 30%, a cool $500,000 in revenue.
- Improving customer retention – Customer retention is built on relationship and familiarity, two things that personalization both facilitate
- Useful marketing - With an overload of content, products and services, personalization provides much-needed utility in a noisy world of choices
Big Data in 2015
With the exponential growth and availability of data, we expect this trend not to slow down anytime soon. The big question for 2015 is how this granular data is analysed – we’re predicting a surge in analytics consultancies and software launches. Being able to analyse data in a more accurate manner will have definite advantage for brands when it comes to gathering insights about their consumers and help brand custodians develop effective strategies.
The Guardian, 2014
Sema Group, 2014