The 2 Ideas that Will Change Marketing in 2015
- posted in: Online Marketing
The year 2014 is nearly over, and it’s time once again for marketing experts and business experts to predict the hot marketing trends of the new year. The overwhelming number of predictions, lists, and must-do action items can dampen any CMO’s holiday spirit.
But not yours. Thanks to Marketing Zen’s analysis, you can be prepared for 2015 marketing trends if you keep these two principles in mind.
All the predictions, crystal balls, and marketing forecasts boil down to two simple principles that, if you keep them in mind, will give you the edge you need for your 2015 marketing success.
Probably the hottest new word in marketing for 2015 will be personalization. The brand, the product, the message, and the delivery will be personalized for success.
A brand becomes increasingly personal through its digital marketing voice. Over 2015, brands will continue to showcase their personality through the marketing message.
The customers will increasingly connect with the brand as a personality, and wise marketers will capitalize on that trend.
Successful brands will communicate this personality through thoughtful or quirky photos, “behind the scenes” shots of the people behind the products, and user profiles highlighting the brand’s influence. They may even feature video shorts of the product in action or humorous “day in the life” anecdotes.
Personalization will also lead to a purposeful targeting of social media platforms.
No longer relying on “conventional wisdom” or herd mentality for social media marketing, digital marketers will take an honest look at the numbers to determine which social media platforms are right for their particular brands. CMOs will ruthlessly cut down on social media platforms that don’t resonate with their audience to invest time and resources in those platforms used by their target audience.
Finally, brands will be less shy about retargeting efforts. With retargeting options like Google AdWords available to the masses, brands will utilize these resources more to keep their brand and its unique message in front of consumers.
Digital marketing is still about content, and content is still king. The year 2015 will see an increase in brands with online content.
As an outgrowth of this trend, digital marketing will no longer be considered separately from traditional marketing, even for established brick-and-mortar brands. Whether a separate or joint line-item on the marketing budget, digital marketing has earned its place as a substantial, integral part of the marketing strategy.
As a result, most brands will continue to grow their online content resources. Whether they hire a full-time marketing writer or outsource to a marketing specialist, top CMOs will ensure the brand’s own marketing content is growing, accessible, and in the company voice.
This growing body of company blogs mean stiff competition for that coveted Google page one. Expect to see purposeful articles capitalizing on niche keyword phrases. Social media platforms and email newsletters will increasingly encourage fans to share this content on their own social platforms. Smart CMOs will strategically create and disseminate content to capture those critical search engine terms.
Expect to see brands connect the personalization trend with their content strategy with storytelling. Brands will connect emotionally and personally with their audience by telling the stories behind the product – how it came to be created, the people who made it happen, and what the brand is doing today.
Personal success stories, tales of overcoming obstacles, and humorous office anecdotes will increasingly humanize the brand. This content will resonate well with consumers and increase customer loyalty. Email marketing will be an integral part of the personalization of content marketing.
Customers will become less segments and increasingly unique individuals to whom the brand personally responds. See this come alive with personalized emails, tailored email content, and personal answers to eblast replies.
The coming year will bring unique challenges and opportunities for CMOs and other marketing professionals. With an eye toward personalization and strategic content marketing, the savvy marketer can stay ahead of the competition and in front of the consumer. Happy New Year, from Marketing Zen!