Ten Trends to Define Marketing in 2015

+Challenges Opportunities

10 Trends to Define 2015 in Marketing

Presented by Matthew Haskell – Corporate Marketing Manager, SourceLink

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Trend 1- Wearables take on marketing significance, especially in retail

• Smartwatch use will extend far beyond telling time

• Location-based marketing stands to explode

• “Point of Purchase” marketing potentially turns into a bidding war

What to expect:

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Trend 2- Trust in technology and seamless payments offer new avenues for marketers

• Apple Pay and Google Wallet finally hit the mainstream

• Trust in technology to handle sensitive information grows by leaps and bounds

• Becoming “top of wallet” becomes enormously more important, with banks vying for the coveted seamless payment slot

What to expect:

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Trend 3- Permission-based mobile marketing to explode, while becoming less intrusive

• Wearables shorten the buying process

• Opt-in marketing overtakes push marketing, and messaging evolves to be less intrusive

• How offers are positioned takes center stage

What to expect:

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Trend 4 – CRM/database applications find synergy with social and mobile

• Mobile and social media interactions begin to tie to marketing databases

• Opt-in strategies enhance robust customer profiles

• IP addresses correlated with individual records and zones increase personalization

What to expect:

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Trend 5- Recognition software grows by leaps and bounds, thus reinvigorating print marketing

• Tools like Amazon’s “Fire” allow multiple media to be scanned by smart devices for interactive advertising

• Augmented reality with direct marketing takes on new significance

• Native integration of recognition software shortens the path to conversion

• Electronic couponing impacted by print’s ability to offer tactile delivery methods to mobile devices

What to expect:

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Trend 6- Gamification goes beyond badges

• Loyalty programs creep into spaces outside of grocery stores

• Gamification takes on new meanings, and has real financial implications

• Look for “Seamless Loyalty” to accompany wearable technology

• Social media and gamification work together to reward “experts” in certain niches

What to expect:

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Trend 7- Predictive analytics becomes bedfellows with business intelligence

• Decisioning and marketing to be reliant on predictive analytics

• Business intelligence goes beyond reporting, to actually predicating the next logical step or touchpoint

• Real-time interactive and mobile dashboards visualize behavior modeling

What to expect:

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Trend 8- Native advertising and mobile spend see double digit growth increases in 2015, and cross-channel integration becomes top focus for advertisers

• Advertisers stop seeing social media as “free”

• Social ROI takes center stage, and allows for richer view of individual customer

• Consumer desire for experiences to be genuine and “truly social” leads to further regression of push marketing

What to expect:

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Trend 9- ROI-driven advertising channels, such as digital and direct, overtake spend on broadcast-based channels

• Volume direct mail will remain key in consumer marketing and ROI

• Multichannel attribution takes center stage, with more funds going towards direct response channels

• Digital channels that can track direct attributions move to top of fold

• Modeling and analytics become key focuses for CMOs

What to expect:

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Trend 10- Second screens and variable advertising find synergy

• Advertisers reach “second screens” (mobile devices) with tailored advertising

• The key is how the second screen is interacting with the television or game system

• Look for personalized television experiences, as cable and streaming providers learn more about their demographics

• Gamification elements build brand and customer loyalty

What to expect:

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Good luck with all your marketing initiatives in 2015, and for a more detailed breakdown

of all of these topics, one-by-one, stop by http://www.bit.ly/10Trends2015

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