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Trends to watch 2015

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Trends to watch 2015

  1. 1. Trends to watch in 2015 By Catherine Elder 1© 2014 Catherine Elder
  2. 2. Security • Cyber security will be a major focus. ◦ By 2016 security will be a top 3 business priority for 70% of CEOs of global enterprises (according to CIO, Itworldcanada.com) • “Global mobile devices and connections are expected to reach 10.2 billion by 2018” – Citrix Canada • BYOD will also increase need for security systems. ◦ BYOD = bring your own device • Hackers, cyber terrorism – will be a major concern. 2
  3. 3. Internet of things, cloud, Big Data, • Internet of things (IoT) • Interconnection of embedded computing devices. This goes beyond machine to machine (M2M) and includes biochips, sensors and actuators embedded in physical objects—from roadways to pacemakers, cars to thermostats, linked through networks - wired and wireless ◦ There will be between 26 to 30 billion devices wirelessly connect to IoT by 2020 (According to Gartner, and ABI Research) • Cloud • Software as a service will increase, as will apps and other tools for a more device independent experience – you can start a document on one device and seamlessly finish it on another • More talk of big data • though there still isn’t a magic pill to get data integrated so that it can be effectively analyzed and acted upon. With everything in the cloud and IoT exchanging data, everyone will be collecting data – where it goes from there will vary and by degrees. Security protocols will be a critical focus. • Big data will represent $50B in spending in US in 2015 (according to Teradata) 3
  4. 4. 3D printing  Sales are expected to dramatically increase next year and double the following year according to Gartner; with prices gradually decreasing to make them more affordable and accessible their use will expand in applications for industrial, biomedical and consumer use to improve prototyping and designs. 4 Gartner Identifies the Top 10 Strategic Technology Trends for 2015 http://www.gartner.com/newsroom/id/2867917
  5. 5. Social - foreshadowed  More selfies ◦ Nasa’s #globalselfie campaign for earth day generated over 40,000; Photobombing selfies – Ellen DeGeneres at the Oscars;  More charitable interactive challenges ◦ ALS ice bucket challenge – raised over $100 million and had over 2 million videos posted on YouTube  Mistakes through lack of planning/research ◦ #whyistayed which was set up for serious discussion on women in abusive situations was erroneously used by DiGiorno pizza.  More product personalization ◦ Coca Cola’s #ShareaCoke campaign had 250 popular names put on their labels of their 20 ounce bottles and was supported by ad and social media campaign. 5
  6. 6. There will be More …  Wearables – there will be an increase in health applications and other verticals will see the potential  Personalization across multi-platforms requiring a more sophisticated content management plan for messaging to differ according to device and purchasing stage.  Advertising embedded into social news streams.  Integration of social into #events.  Talk of agencies about storytellers, writers and digital marketers. 6
  7. 7. Mobile, multi-screen, apps,  The shift to creating content first for mobile will occur gradually and vary across industries with B2C leading over B2B.  Multi-screen will be a key consideration with user expectations being a consistent experience across devices, although the messaging format and style will vary.  Apps with photo, video and messaging will increase and diverge. 7
  8. 8. Local and global  Local and instant – with gps in everything retail will need to be prepared to promote relevant deals for people in the vicinity.  Global – big language problem – getting all devices capable of managing all languages; ◦ look for more education on cultural differences for communicators and designers 8
  9. 9. People first  Personalization – expected for the digital experience, anticipated for more product labeling  Customization – the how and when  Relevancy – context of where and what else is occurring  Customer Experience Management (CEM) – more focus on experiences  Customer journey mapping – data mining and analysis for understanding behaviour for increasing and potentially speeding up purchasing decisions 9
  10. 10. People resource  Millennials will be 50% of workforce in 2020; with a high degree of technology fluency and will require flexible and fun workplaces, working remotely, working with their own device  54% of world population will live in cities and that will grow to 70% in 2050 ◦ Loss of (physical) community spaces; less relationships, less loyalty (e.g. reduction in voting in democratic countries)  All employees have role in content marketing 10
  11. 11. Content  Highly context relevant content – triggered by location (hyper local) and other variable (weather, news etc.)  More emotional content in B2B as B2C  The continuum experience will replace the stand alone campaign – content demands its own process  Content becomes more decentralized – no longer just marketing – needs to be user-generated and participant; need to co-create with customers as crowd sourcing and mindshare  Content will be Fat – high value with multi-purposes  Content will be developed for mobile first; multi-device and wearable technology will become key considerations  Content needs to be personal and provide a connection (think of the Ice Bucket challenge on social media for ALS)  Brand journalism  Evergreen content, content that converts 11

Notes de l'éditeur

  • ZDNet’s Top five enterprise technology trends for 2015
    http://www.zdnet.com/article/top-five-enterprise-technology-trends-for-2015/
  • Digital currencies
    Digital wallets and currencies will continue to grow and change. Watch:
    Bitcoin, ChangeTip, BitWall, BitPay and Coinbase.
    Etransfers, paypal, popmoney, akimbo cards
    square

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