The future is all about marketing in a digital world. The successful marketers of the new era will be those who can successfully combine strategic marketing expertise with a strong technological acumen. With digital technology integrated to marketing functions, it will play a major role in shaping and executing marketing strategies.
Big data will play an increasingly important role in the coming years. Companies are sitting on large volumes of data and analytics that they have accumulated over the years with key information about customer behaviour. However, there is not enough effort to linking them up and getting a holistic overview. There are indications that significant steps will be taken in this direction. A historical trail of major data points allows the company to get deeper insights into consumer behaviour, trends and forecasting. Creative or strategic decisions can be based on coherent combination of data sources rather than isolated information.
There will be more engagement via mobile devices than ever before with smartphone sales surging every year. Mobile web traffic has shot up. Websites will have to be designed to look good on smaller screens, data capture will have to become simpler and other traditional functions will have o be modified. Mobility has made marketing a personalised process. This will also mean that companies can interact more intimately with customers and develop meaningful relationships.
Advertisements will have to be more targeted, regionalised and personalised next year. Instead of following meaningless metric, it would be wiser to focus on capturing real-time consumer data leading to quicker adaptability of strategy. Creating micro-moments will be one of the key tactics leading towards custom-designed mobile experiences. Based on the data received through social media feedback or discussions on blogs, these experiences encapsulate the trend of the hour and display contextual relevance. This could be in the form of instant tweets on the hot topic, memes related to current events and so on. Some companies have begun experimenting with beacon apps to pre-identify customers or using geo-location apps to provide users with targeted promotions.
Year 2015 will see an increased amount of video content. Youtube’s popularity has proven that internet users are drawn to video content whether on a website or a video blog or as a podcast. There are even purely internet based channels. The use of banner ads will probably come to an end as users often find it annoying and obstructive. Non-skippable videos are a good idea as long as they limit themselves to a few seconds. But there is a large scope in using creative videos to increase customer engagement.
Content marketing will continue its dominance in the following year also but it will be more personalised content in keeping with the trend. Emerging companies cannot rely on generic taglines. They will have better success personalising their messages on the basis of client information. And quality will come to mean more than quantity. With globalisation ever widening the market and reach of companies and localisation and personalisation enabling companies to implement targeted marketing strategies, the complementary use of the two will feature heavily next year.
Overall business will be involved creating or shaping their content and their digital marketing strategies in partnership with their customers through real-time feedback. This will result in a higher conversion rate. The most popular social media platforms will not be the only ones featuring in this revolutionary trend. Besides Facebook, Twitter and Linkedin, smaller but quickly emerging platforms such as Instagram, Tumblr and Pininterest are also taking up large chunks of the marketing budget mainly because they offer certain niche communication tools not available on other social media. Therefore, many companies will try and establish s strong presence across several social media sites and try to maximise their reach.