Digital Marketing Trends to Watch Out for in 2015 :
We consulted with industry leaders about what digital marketers should focus on in the coming year. Take a look at their expert tips and predictions.
As 2015 approaches, we all begin to look forward to the new opportunities that might await us in the months ahead. What can digital marketers expect to see in the new year?
To answer this question, ClickZ spoke with industry leaders from Havas Worldwide, J. Walter Thompson (JWT), and Tribal Worldwide, as well as LinkedIn, Tumblr, and the Interactive Advertising Bureau (IAB) to learn their thoughts on the largest trends we can look forward to in 2015.
Matt Weiss, Global Chief Marketing Officer, Havas Worldwide
If I have to suggest what digital marketers should focus on in 2015, I’d say one word: “ideas.” First- and third-party data, personalization, omni-channel, multi-channel, collaboration, platform infrastructure, dark digital, connectivity, mobile, and on and on. The list of buzzwords and subject matter will no doubt relate to the rapid adoption of mobile and how we connect with consumers in an age of personalization. But I’d like to point to something entirely different, something that may or may not make headlines that are buzzworthy. One word: Ideas.
Regardless of the who, what, why, or how of marketing, there will always be “ideas.” Powerful. Motivating. Insightful. Brilliant. Expansive. Without a platform-level idea to drive unification across marketing activity, marketers are left with tactics, tricks, and one-offs. For me, 2015 will be the year of the idea-powering activity across paid, owned and earned channels. “Ideas” will motivate consumers to action and create a competitive durable advantage for those marketers who understand what lies at the center of a buzzword-driven marketplace.
Jinal Shah, Global Digital Strategy Director, J. Walter Thompson
I think we’ll see a few critical conversations climax in 2015.
First, regarding content. the last two years saw the shift from clients asking “why should we do content?” to “how can we do it?” 2015 will see an accelerated continuation of the “how” with newer models of operationalizing content programs and ventures. We will also see a positive shift toward high-quality content. I think both brands and agencies will demand that from one another. Mediocrity is simply not going to cut it anymore.
Video will continue to gain momentum, both long forms and microformats. Instagram is already hinting at introducing more visual communication tools and features. As a result, we will see brands rethink and polish their own visual vocabularies. SiSoMo (sight, sound, and motion) is going to replace SoLoMo (social, local, and mobile)!
The second, close on the heels of the first, is the return on investment (ROI) in content. Brands are, and rightfully so, eager to convert their fan bases into active customers. Facebook, Instagram, Pinterest are all platforms of influence and brands will look to activating these toward transactions. I think budgets are going to move from brand teams to digital or tech teams to program transaction-driven campaigns and drive sales.
Marketing automation is also going to gain stronger interest. More brand marketers will be involved in technology investment discussions with their IT and analytics teams. Marketing technologies such as Adobe Analytics, Marketo, and Gigya should see higher investment and also broader understanding and usage across the clients. Brands will make a stronger push toward developing a single-profile view of their customers across devices, channels of shopping, and social platforms to engage in better one-on-one personalized communication.
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