The top marketing trends in 2015 will evolve from the trends we saw in 2014. The mobile ecosystem is now center stage and technology continues to advance rapidly. The marketing industry is evolving along with those fields, but some trends and major players will stay the same.
Here is what we can expect from the marketing world in 2015:
1. Flexibility Will Be Key to Success
Marketers will have to think on their feet. With every new technology and trend that emerges, the marketing industry has to adapt itself. Customers, whether they are businesses or consumers, change their habits based on the trend of the day.
Keeping up with these changing habits means fluidity and flexibility. Marketers need to develop new strategies, utilize new tools, and reevaluate regularly. Since the tide of technology is still rising, marketers will need to stay on their toes in 2015.
2. Personalization Will Become a Top Priority
Big companies are realizing the benefits of personalization in a big way: conversion depends on it. More marketers will begin tapping into tools that enhance their ability to personalize their marketing practices, from analytics and social media to usability testing and customer feedback.
Mobile technology and wearable technology are inherently more personal than desktop computing, so marketers will need to adapt their practices accordingly.
3. Mobile Data Will Drive Big Data
In 2014, mobile-first became the top priority, and in 2015 things will be no different. While clickstream analytics and data have provided the critical metrics used by marketers in recent years, this data will start to fade in 2015.
Mobile analytics will offer more insight into the mind of the customer. And as attribution becomes more successful, the marketer will become more successful.
4. Content Marketing Will Go Multimedia and Omnichannel
Content marketing means more than just blogging. People today watch as much video as they did ten years ago, but we just use more devices.
Marketers are beginning to realize the value that multimedia offers their content strategies, from infographics to images, video, audio, and so on. The savvy content marketer will develop creative, relevant content personalized for the mobile customer.
5. Companies Will Spend More on Social
Marketers will get a better handle on their social media strategies. In the early days of social networking, companies had strategies that didn’t always hit the mark. But today, as the online marketing world continues to evolve, best practices are becoming clearer.
Likes and follows are important, but the savvy marketer will understand that the most effective campaigns are those that deliver tangible impacts on the bottom line.
6. Marketers Will Get a Better Handle on Content Marketing
Content marketing has been a difficult practice for many to wrap their head around. Some of the biggest challenges include calculating the ROI of content marketing campaigns and.
In 2015, the content marketing field will develop even further. Marketers will get a better grasp of the field and understand the purpose of their content marketing strategies, how to calculate their returns, and how to improve their results.
7. The Mobile Ecosystem Will Continue to Fragment
The mobile ecosystem is fragmented and complex. This ecosystem will continue to fragment in 2015, as wearable technology and new smartphone companies enter the picture.
To keep up with this changing industry, self-serve mobile marketing platforms will enter the spotlight and become essential tools for businesses that wish to remain competitive.
8. Marketing Will Become More “Holistic”
Mobile-first is the mantra of the day, but it’s not the whole picture. The mobile customer is a multi-device customer who enters the funnel at any point, from any device.
Tablets, TVs, desktops, smartphones, and wearable technology will all become portals to the marketing funnel. To reach customers appropriately, omnichannel marketing strategies will become the norm.
9. Brands Will Become More Personal and Authentic
People don’t like being advertised to and they don’t like big, faceless brands. To get around this obstacle, big brands will put a face on their companies.
If a company wants to seem less artificial, they will need to invest more time in building relationships between people. That means understanding their audience and representing their brand with real people and authentic messages.
10. Campaigns Will Respond to the Customer
The customer always comes first. Before the digital age, marketers had to read between the lines to understand what their customers wanted. But today, analytics offer in-depth insight into the mind of the customer.
Online marketing campaigns, from content marketing to social media marketing and advertising, can all interact with their goal-driven customers. These interactions will allow marketers to produce marketing campaigns that match consumer trends and respond to the specific needs of the customer.
Regardless of whether a campaign consists of display advertising, blog articles, or video segments, the mobile-ization of the marketing world will have a big impact.