Date post: | 03-Jul-2015 |
Category: |
Marketing |
Upload: | sourcelink |
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+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
• Smartwatch use will extend far beyond telling time
• Location-based marketing stands to explode
• “Point of Purchase” marketing potentially turns into a bidding war
What to expect:
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Trend 2- Trust in technology and seamless payments offer new avenues for marketers
• 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
What to expect:
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Trend 3- Permission-based mobile marketing to explode, while becoming less intrusive
• 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
What to expect:
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Trend 4 – CRM/database applications find synergy with social and mobile
• 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
What to expect:
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Trend 5- Recognition software grows by leaps and bounds, thus reinvigorating print marketing
• 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
What to expect:
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Trend 6- Gamification goes beyond badges
• 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
What to expect:
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Trend 7- Predictive analytics becomes bedfellows with business intelligence
• 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
What to expect:
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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
• 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
What to expect:
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Trend 9- ROI-driven advertising channels, such as digital and direct, overtake spend on broadcast-based channels
• 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
What to expect:
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Trend 10- Second screens and variable advertising find synergy
• 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
What to expect:
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