2015: a new era for marketing
TRANSCRIPT
2015a new
marketing era for
HOW WILL MARKETING EVOLVE THIS YEAR?
LET’S START BY TACKLING THE BIG QUESTIONS…
WHICH MARKETING TRENDS SHOULD I WATCH OUT FOR IN 2015?
HOW CAN I COMPETE WITH A LIMITED BUDGET?
HOW CAN I KEEP UP WITH EVOLVING DIGITAL TECHNOLOGY?
WHAT SHOULD I DO DIFFERENTLY IN 2015?
WHAT MARKETING TRENDS SHOULD I WATCH OUT FOR IN 2015?
AutomationContent marketing
Emotional marketingG
amifi
cati
on
Account based marketing
Multi channelThought leadership Big dataSocial proofing
THESE BUZZWORDS CAN SEEM OVERWHELMING……until you consider them in the context of how marketing evolved in 2014.
More responsive
design
Increase in trying
new things
More video
Less print
More visual content on
social
Increase in innovation
Increase in outsourcing
Increase in activity Shift in
channels
THE LATEST TRENDS AND BUZZWORDS ARE A COMBINATION OF:
EXISTING CONCEPTS EVOLVING TO THEIR NEXT STAGEMulti-channel marketing developed as a result of more channels becoming available, while content marketing emerged as more platforms cropped up to host content. Both enabled brands to successfully reach beyond their ‘owned’ channels.
OLD CONCEPTS DRESSED UP IN NEW CLOTHESAutomation (aka Customer Journey)
Gamification (aka Engagement)
Social Proofing (aka ROI)
Big Data (aka Insight)
It’s also a result of how marketing is becoming more intelligent. This is shown by a greater focus on: Thought leadership Story telling Emotional marketing Account based marketing
Ultimately, successful marketing isn’t about ticking boxes and adopting the vocabulary of the latest trends.
It comes down to a single question:
How well do you understand your customers?
Knowing your customers is key to becoming a thought and market leader
Many people think of marketing as communications activities (emails, tweets, Facebook posts, printed brochures)...
...but these are just the channels we use to reach out to our target audience, engage with them, solve their problems and learn more about what they need from us next.
The most successful companies are those who truly recognise the value of marketing...
...marketing-led organisations are those who use marketing to understand their customers better than their competitors. This allows them to develop the best products and services in their market.
Businesses who rename their CMO (Chief Marketing Officer) as CCO (Chief Customer Officer) are ahead of the game!
HOW CAN I KEEP UP WITH EVOLVING DIGITAL TECHNOLOGY?
“We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don’t let yourself be lulled into inaction.”
Bill Gates
Since technology is changing so quickly...
How can I keep up?Which horses should I back?
Should I try to predict what’s coming next or just follow the crowd?
PUT SIMPLY…...technology is always a discovery phase – you sometimes have to get it wrong to get it right!
For every
VHSthere’s a
Betamax
For every
Blu-raythere’s a
HD DVD
For every
Facebookthere’s a
Myspace
SOME OF THE TECHNOLOGIES THAT ARE AVAILABLE TO US TODAY
3D PrintingOculus Rift
Google Glass Driverless cars Smart technology Beacons
And while we can’t say which of these technologies will still be around by 2020, do enjoy the journey and remember...
...just because you can’t predict what’s coming or what will work doesn’t mean you shouldn’t get involved!
HOW CAN I COMPETE ON A LIMITED BUDGET?
of marketers say budget and resource restrictions hold them back.40%
But even with limited budgets you can still raise your marketing game…
Source: www.econsultancy.com/blog/10725-lack-of-analytics-and-budget-is-holding-back-social-marketing-report
MULTI-CHANNEL
‘EVERGREEN’
MULTI-USE
STOP, START, CONTINUE
GO MULTICHANNELSimplify your planning: share the same message not just across platforms but across internal and external messaging.
‘EVERGREEN’
MULTI-USE
STOP, START, CONTINUE
PRODUCE MULTI-USE CONTENTThink about how to repurpose content tailored to different channels and audience segments.
GO MULTICHANNELSimplify your planning: share the same message not just across platforms but across internal and external messaging.
‘EVERGREEN’ STOP, START, CONTINUE
THINK ‘EVERGREEN’Produce content with a long shelf-life – but balance this with a focus on current events to remain relevant.
PRODUCE MULTI-USE CONTENTThink about how to repurpose content tailored to different channels and audience segments.
GO MULTICHANNELSimplify your planning: share the same message not just across platforms but across internal and external messaging.
STOP, START, CONTINUE
THINK ‘EVERGREEN’Produce content with a long shelf-life – but balance this with a focus on current events to remain relevant.
PRODUCE MULTI-USE CONTENTThink about how to repurpose content tailored to different channels and audience segments.
GO MULTICHANNELSimplify your planning: share the same message not just across platforms but across internal and external messaging.
STOP, START, CONTINUEStop marketing activities where you can’t see ROI – but pick them up again if you notice a negative effect on your business!
WHAT SHOULD I DO DIFFERENTLY IN 2015 ?
“Most companies decay slowly over time because they tend to do approximately what they did before, with a few minor changes…but incremental improvement is guaranteed to be obsolete over time.
Larry PageGoogle Co-Founder & CEO
BE BRAVE
TRY NEW THINGS
BE OPEN MINDED
BE AN ANALYST
BE BRAVEReally make an effort do things differently.
TRY NEW THINGS
BE OPEN MINDED
BE AN ANALYST
BE OPEN MINDEDMost importantly, see how you can use new technologies to drive your business.
BE BRAVEReally make an effort do things differently.
TRY NEW THINGS
BE AN ANALYST
TRY NEW THINGSAdopt a true multi–channel approach and consider platforms you haven’t used before.
BE OPEN MINDEDMost importantly, see how you can use new technologies to drive your business.
BE BRAVEReally make an effort do things differently.
BE AN ANALYST
TRY NEW THINGSAdopt a true multi–channel approach and consider platforms you haven’t used before.
BE OPEN MINDEDMost importantly, see how you can use new technologies to drive your business.
BE BRAVEReally make an effort do things differently.
BE AN ANALYSTDig deeper if you feel something doesn’t work.
Looking for inspiration to take your marketing to the next level? We’d love to hear from you!
Hannah [email protected]
01483 741234
UNIT 4 / WOKING 8 / FORSYTH ROADWOKING / SURREY / GU21 5SB
PHONE: 01483 746650
WWW.SOMETHINGBIG.CO.UK
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