Over a series of five blog articles, SourceLink explored the emerging trends for 2015, and ways to implement new methodologies on existing marketing disciplines. Technology is constantly shaping marketing – often in more ways than marketers are able to keep up. But with a little insight & the proper planning, you can be prepared for these changes in the marketing landscape for the new year.
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Ten Trends to Define Marketing in 2015
1. Challenges +Opportunities
10 Trends to Define 2015 in Marketing
Presented by Matthew Haskell – Corporate
Marketing Manager, SourceLink
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Trend 1- Wearables take on marketing
significance, especially in retail
What to expect:
• Smartwatch use will extend
far beyond telling time
• Location-based marketing
stands to explode
• “Point of Purchase”
marketing potentially turns
into a bidding war
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Trend 2- Trust in technology and seamless payments offer
new avenues for marketers
What to expect:
• Apple Pay and Google Wallet finally hit
the mainstream
• Trust in technology to handle sensitive
information grows by leaps and bounds
• Becoming “top of wallet” becomes
enormously more important, with
banks vying for the coveted seamless
payment slot
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Trend 3- Permission-based mobile marketing to
explode, while becoming less intrusive
What to expect:
• Wearables shorten the
buying process
• Opt-in marketing overtakes
push marketing, and
messaging evolves to be less
intrusive
• How offers are positioned
takes center stage
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Trend 4 – CRM/database applications find synergy
with social and mobile
What to expect:
• Mobile and social media
interactions begin to tie to
marketing databases
• Opt-in strategies enhance robust
customer profiles
• IP addresses correlated with
individual records and zones
increase personalization
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Trend 5- Recognition software grows by leaps and bounds,
thus reinvigorating print marketing
What to expect:
• Tools like Amazon’s “Fire” allow
multiple media to be scanned by smart
devices for interactive advertising
• Augmented reality with direct
marketing takes on new significance
• Native integration of recognition
software shortens the path to
conversion
• Electronic couponing impacted by
print’s ability to offer tactile delivery
methods to mobile devices
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Trend 6- Gamification goes beyond badges
What to expect:
• Loyalty programs creep into spaces
outside of grocery stores
• Gamification takes on new meanings,
and has real financial implications
• Look for “Seamless Loyalty” to
accompany wearable technology
• Social media and gamification work
together to reward “experts” in certain
niches
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Trend 7- Predictive analytics becomes bedfellows
with business intelligence
What to expect:
• Decisioning and marketing to be reliant
on predictive analytics
• Business intelligence goes beyond
reporting, to actually predicating the
next logical step or touchpoint
• Real-time interactive and mobile
dashboards visualize behavior modeling
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Trend 8- Native advertising and mobile spend see
double digit growth increases in 2015, and cross-channel
integration becomes top focus for advertisers
What to expect:
• Advertisers stop seeing social media
as “free”
• Social ROI takes center stage, and
allows for richer view of individual
customer
• Consumer desire for experiences to be
genuine and “truly social” leads to
further regression of push marketing
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Trend 9- ROI-driven advertising channels, such as digital
and direct, overtake spend on broadcast-based channels
What to expect:
• Volume direct mail will remain key in
consumer marketing and ROI
• Multichannel attribution takes center
stage, with more funds going towards
direct response channels
• Digital channels that can track direct
attributions move to top of fold
• Modeling and analytics become key
focuses for CMOs
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Trend 10- Second screens and variable advertising
find synergy
What to expect:
• Advertisers reach “second screens” (mobile
devices) with tailored advertising
• The key is how the second screen is
interacting with the television or game system
• Look for personalized television experiences,
as cable and streaming providers learn more
about their demographics
• Gamification elements build brand and
customer loyalty
12. Thanks for viewing this slideshow!
Good luck with all your marketing initiatives
in 2015, and for a more detailed breakdown
of all of these topics, one-by-one, stop by
http://www.bit.ly/10Trends2015
www.sourcelink.com