The new year always elicits predictions for what lies ahead in nearly all aspects of life. This year, my friend and business associate, Peter Levinson included me in his panel of experts to share what we see in our crystal ball.
Besides myself, the panel included Michael Schein of Michael Schein Communications, Trish Wend from The Quant Method and Peter Levinson, LevinsonBlock, LLC Marketing and Design.
The following is excerpted with permission from the post, Marketing Experts View 2015 Trends on the Brandscape Newsletter blog published by LevinsonBlock LLC.
- Transmedia. There’s going to be an upsurge of interest in Transmedia in both the marketing and media worlds. In short, that’s using all the various forms of communication technology out there to tell a unified story.
- The line between online and offline worlds dissolves. There will be a lot more focus on how the line between the online and offline worlds are dissolving — especially regarding social media and social networking.
- Quality metrics rule. Continuing emphasis of quality metrics vs. quantity metrics (e.g., Number of true relationships built on social media vs. number of followers).
- Hyper-personalization. It’s going to seem even more last-century to deliver everyone the same content. Look for creative new ways to segment your audience beyond buyer behavior and demographics.
- Targeted ads. The technology exists to create and deploy ads that are built around the viewer — based on the way their brain is wired — for optimal consumption. Mobile is the natural channel to experiment with this.
- CRM practices. Engagement maps aren’t just for enterprise companies. Data management enables small and mid-size organizations to create a complete visual understanding of their customer life cycle.
- Mobile platform influence grows. Mobile platforms will continue to have a huge influence on website design. There will also be fundamental changes in the development process: designing the mobile website first, and then adding content and features for the desktop, will become common.
- One page website design becomes cliché. The hot trend in one page website designs will peak and then decline: it will start to feel like a cliché.
- Mobile advertising challenges continue. There will be a zillion ventures trying to make advertising work on mobile. Almost all will fall short.
My own thoughts
- Content as we know it is rapidly becoming a commodity. Marketing departments will be tasked with creating content-driven experiences, weaving memorable tales that transform customers into loyal fans.
- Brand ambassadors will be more important than ever. Customers are tired of impersonal marketing messages; they want to connect with an authentic individual.
What are your thoughts on marketing trends for 2015? Do you agree or disagree with the opinions expressed here? Please leave a comment. We’d love to hear your thoughts.