2015: a new era for marketing

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 Colemanhannah@somethingbig.co.uk

01483 741234

UNIT 4 / WOKING 8 / FORSYTH ROADWOKING / SURREY / GU21 5SB

PHONE: 01483 746650

WWW.SOMETHINGBIG.CO.UK

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