18 marketing trends for 2015 – pt 1.

As we start 2015 and shoot into another year, here are 18 key marketing trends that you didn’t know you needed to know about (but you really do) for the coming year. From simply being ‘more happy’ to post-demographic consumerism and the overwhelmingly futuristic Internet of Things, it’s all here.

Storytelling

“A great story is one that you tell someone, but also one that’s designed to be told to other people too. When we do that, it spreads, and we add value to our brand.” – Guy Duncan, Global Creative Director at Coca-Cola.

The way an organisation conveys its story is about catching people’s attention and imagination but also about communicating a sense of purpose and cohesive sense of identity. Charities, who give consumers a sense of clear vision, and some social media platforms, which allow others to tell their stories, have been climbing in the ranks of storytelling brands while supermarkets have been falling; getting too caught up in competition over price means that consumers no longer know what the supermarkets are about. As an example of brilliant storytelling, consider Cadbury, its successful campaign centred on joy as a means of telling its story; it allows room for creativity and innovation within an image which has clear direction.

Mentions of storytelling online had a 145% increase over 2014 and having a narrative approach and a brand story is becoming more and more important.

Branded Content

Branded content was the most popular content marketing technique in 2014 and is a good way of engaging people and promoting a company’s story; it doesn’t just involve videos or adverts but, says James Thompson, Global Managing Director of Reserve Brands at Diageo, “it’s creating experiences and things that people will talk about.”

Mobiles

Mobile searching continues to be on the increase and Google is now boosting rankings for websites which achieve the label of ‘mobile friendly’. Make sure your website doesn’t use software which isn’t common on mobile devices, have text, links and content which fit to the screen to avoid the user having to zoom or scroll horizontally, and you’ll be more likely to be awarded the label.

Videos & Images

Blog posts with visuals have 180% more engagement, Twitter posts with photos are more likely to be retweeted, favourited and clicked on, and Google is expected to add more ranking factors for videos and show more of them in its results. It’s not a new trend but images and videos are still key for engagement and SEO (Search Engine Optimisation) purposes; make the most of them!

Buyer’s Journey

There’s a growing awareness of the fact that consumers at different stages of their journey need differently targeted content. For instance, someone developing an interest may need information on how to solve their problem, someone ready to purchase may need to know why you are better than your competitors. Being able to measure a consumer’s progression through the purchase funnel and having content which successfully moves them onwards is something to be aware of.

Post-Demographic Consumerism

IAB statistics indicate that in the UK there are more female video gamers than male, and that there are more gamers over 44 than under 18. Consumers are creating their identities more freely and without regard to demographics, resulting in post-demographic consumerism. People can look very similar based on their demographic profile while being worlds apart in reality, meaning that companies and brands need to stop relying on conventional ideas about how consumers behave. Marketing director UK and Ireland at Benefit Cosmetics, Hannah Webley-Smith advises that “The key is to appeal to an attitude. Success lies in creating a dialogue, having fun with the many faces of our audience and celebrating their beauty however they choose to portray it.”

Internet of Things/Internet of Everything

The Internet of Things, or the Internet of Everything, refers to a large range of everyday devices which are connected wirelessly, allowing them to communicate, act on command, and adjust automatically to a person’s preferences. Devices which contact people, turn off when you leave, text you information, all automatically. 4.9 billion connected things will be in use in 2015 and business are expected to spend large amounts of money on the Internet of Things.

Beacons

60% of retail marketers say they plan to make use of beacons in 2015, allowing consumers with an enabled app to be given specific information or adverts when they are within a certain area of a shop, event, restaurant or exhibition space. Beacons have the potential to increase customer engagement, convey promotional information, discover and reward loyal consumers, and track staff efficiency however the main barrier to using them is that the customer has to decide to install the app.

Personalisation & Personalised Pricing

Personalised web experiences are leading to an increase in sales while 56% of people say that a good personalised experience would make them more likely to use a retailer. Harvesting the generic characteristics of a consumer doesn’t lead to a personal experience, however observing and building a profile of consumer behaviour and preferences allows for targeted and tailored content.

Personalised pricing, for instance changing the price of a product depending on what type of computer a consumer is using, or where they live, is a type of personalisation which consumers may not view so favourably. Companies such as Apple and Samsung however are jumping on board to give it a positive twist. Using beacon technology, they will be able to offer personalised pricing and vouchers founded on location and loyalty. Personalised pricing is coming, but for those using it it’s important to be honest and above board about its use; anything less can erode trust between a consumer and company.

So, there you have it the first in our two part blog on marketing trends for 2015. Check back again soon for part two!

If you have seen anything in this first part and thought to yourself, “we need this for our business!” get in contact, we can arrange a chat about your marketing plan for 2015.As we start 2015 and shoot into another year, here are 18 key marketing trends that you didn’t know you needed to know about (but you really do) for the coming year. From simply being ‘more happy’ to post-demographic consumerism and the overwhelmingly futuristic Internet of Things, it’s all here.

Storytelling

“A great story is one that you tell someone, but also one that’s designed to be told to other people too. When we do that, it spreads, and we add value to our brand.” – Guy Duncan, Global Creative Director at Coca-Cola.

The way an organisation conveys its story is about catching people’s attention and imagination but also about communicating a sense of purpose and cohesive sense of identity. Charities, who give consumers a sense of clear vision, and some social media platforms, which allow others to tell their stories, have been climbing in the ranks of storytelling brands while supermarkets have been falling; getting too caught up in competition over price means that consumers no longer know what the supermarkets are about. As an example of brilliant storytelling, consider Cadbury, its successful campaign centred on joy as a means of telling its story; it allows room for creativity and innovation within an image which has clear direction.

Mentions of storytelling online had a 145% increase over 2014 and having a narrative approach and a brand story is becoming more and more important.

Branded Content

Branded content was the most popular content marketing technique in 2014 and is a good way of engaging people and promoting a company’s story; it doesn’t just involve videos or adverts but, says James Thompson, Global Managing Director of Reserve Brands at Diageo, “it’s creating experiences and things that people will talk about.”

Mobiles

Mobile searching continues to be on the increase and Google is now boosting rankings for websites which achieve the label of ‘mobile friendly’. Make sure your website doesn’t use software which isn’t common on mobile devices, have text, links and content which fit to the screen to avoid the user having to zoom or scroll horizontally, and you’ll be more likely to be awarded the label.

Videos & Images

Blog posts with visuals have 180% more engagement, Twitter posts with photos are more likely to be retweeted, favourited and clicked on, and Google is expected to add more ranking factors for videos and show more of them in its results. It’s not a new trend but images and videos are still key for engagement and SEO (Search Engine Optimisation) purposes; make the most of them!

Buyer’s Journey

There’s a growing awareness of the fact that consumers at different stages of their journey need differently targeted content. For instance, someone developing an interest may need information on how to solve their problem, someone ready to purchase may need to know why you are better than your competitors. Being able to measure a consumer’s progression through the purchase funnel and having content which successfully moves them onwards is something to be aware of.

Post-Demographic Consumerism

IAB statistics indicate that in the UK there are more female video gamers than male, and that there are more gamers over 44 than under 18. Consumers are creating their identities more freely and without regard to demographics, resulting in post-demographic consumerism. People can look very similar based on their demographic profile while being worlds apart in reality, meaning that companies and brands need to stop relying on conventional ideas about how consumers behave. Marketing director UK and Ireland at Benefit Cosmetics, Hannah Webley-Smith advises that “The key is to appeal to an attitude. Success lies in creating a dialogue, having fun with the many faces of our audience and celebrating their beauty however they choose to portray it.”

Internet of Things/Internet of Everything

The Internet of Things, or the Internet of Everything, refers to a large range of everyday devices which are connected wirelessly, allowing them to communicate, act on command, and adjust automatically to a person’s preferences. Devices which contact people, turn off when you leave, text you information, all automatically. 4.9 billion connected things will be in use in 2015 and business are expected to spend large amounts of money on the Internet of Things.

Beacons

60% of retail marketers say they plan to make use of beacons in 2015, allowing consumers with an enabled app to be given specific information or adverts when they are within a certain area of a shop, event, restaurant or exhibition space. Beacons have the potential to increase customer engagement, convey promotional information, discover and reward loyal consumers, and track staff efficiency however the main barrier to using them is that the customer has to decide to install the app.

Personalisation & Personalised Pricing

Personalised web experiences are leading to an increase in sales while 56% of people say that a good personalised experience would make them more likely to use a retailer. Harvesting the generic characteristics of a consumer doesn’t lead to a personal experience, however observing and building a profile of consumer behaviour and preferences allows for targeted and tailored content.

Personalised pricing, for instance changing the price of a product depending on what type of computer a consumer is using, or where they live, is a type of personalisation which consumers may not view so favourably. Companies such as Apple and Samsung however are jumping on board to give it a positive twist. Using beacon technology, they will be able to offer personalised pricing and vouchers founded on location and loyalty. Personalised pricing is coming, but for those using it it’s important to be honest and above board about its use; anything less can erode trust between a consumer and company.

So, there you have it the first in our two part blog on marketing trends for 2015. Check back again soon for part two!

If you have seen anything in this first part and thought to yourself, “we need this for our business!” get in contact, we can arrange a chat about your marketing plan for 2015.