Only a few weeks left until the new year arrives. So, it's time to make a prediction about which digital marketing trends will be the next big thing in 2015. We have closely examined 6 topics that we clearly identify as trends for the coming year in digital marketing.
Adaptive Content Personalisation
We know that "Content Personalisation" is not new and first appeared years ago. However, it only became a hot topic (including in Austria) when combined with adaptive or responsive content behaviour. Responsive web design is now state of the art, and it is more important than ever to pursue a user-centred content strategy. For example, if a webshop or website is difficult or impossible to navigate on a tablet or smartphone, if a displayed product is unavailable in that region, or if content is presented that does not match the target audience or is outdated, the visitor will leave.
Through an omnichannel strategy, consumers are engaged at all touchpoints and guided throughout the entire customer journey. For this, personalised content, delivered device independently, is essential. In principle, the W-questions also accompany us here: What (which content) for whom (which target groups), when (first contact, event related, etc.), where (location based promotions, country specific adaptations), why (pre-sale, sale, after-sale) and how (which communication channel – newsletter, landing page, social media, blog post, whitepaper, etc.).
Wearables & Smart Clothes
Certainly one of the most exciting trends, as it's only just beginning. Just like the smartphone, smartwatches, smart glasses, or other wearable devices will fundamentally change our everyday lives. PayPal, for instance, is currently developing an app for the Samsung Gear 2, allowing payments to be made directly from the wrist.
Companies like Hexoskin are already working to gain a foothold in the smartshirt market, having developed a sensor equipped T-shirt that could be particularly interesting for athletes.
Moreover, Ralph Lauren presented a smart shirt, just in time for the US Open, which records vital data and transmits it to a smartphone. Based on this, the first companies will surely experiment with personalised advertising. In the medium term, however, creativity will be key. Wearable marketing will certainly have to take place very close to the customer; personalised advertising alone will not be enough and by no means exhausts the potential of this technology. The combination of wearable tech and classic marketing and contact at the POS will be interesting. If a person enters a store, smartwatches or smartwear could be used to precisely measure consumer behaviour or display user specific offers. This technology is still in its infancy, but we expect more companies to jump on board and present new ideas in the coming year.
Real Time Marketing
Tweeting football fans will certainly remember the Uruguay vs. Italy match at this year's World Cup with the hungry Luis Suarez very well. One brand that reacted very well was Snickers with the tweet Hey @luis16suarez. Next time you’re hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS.
Not only Snickers, but also Oreo, Nokia, Smart, and Sixt demonstrate how it's done. Fitting for the season, here's another very nice example from last year by WestJet:
This clearly increases a brand's awareness. The challenge: real time marketing requires a well coordinated team that knows the brand and the target group very well and has optimised processes and workflows in terms of content management. A little courage and humour certainly don't hurt either. It is to be expected that in 2015, especially at major events, many brands will skillfully rely on real time marketing. The good thing about it: real time marketing also works without the biggest marketing budgets.
Marketing Automation
Automated process optimisation also extends to marketing. What is it about: all online marketing activities are controlled via a central tool. All campaigns and data converge in one system, enrich profiles, and thus enable content to be sent to leads based on scores, tailored to target groups, and to provide impulses. Automation software serves as an SEO tool, CRM tool, for content creation, performance optimisation, lead management, and analysis. Nevertheless, automated processes also require a prior definition of marketing and campaign goals and the establishment of an inbound marketing strategy.
Inbound Marketing
While content marketing is currently considered the buzzword par excellence, inbound marketing is almost certainly going to be integrated into business processes in 2015. The boundaries between inbound and content marketing are fluid, with content marketing understood as part of inbound marketing. Inbound marketing is thus the entire process, starting from seeding, influencer communication, and lead generation, through to lead nurturing. It is not so much about quantitative results; qualified leads and their respective interests are central, and as a company, the old rule of thumb applies more strongly than ever: added value must be offered in the form of studies, blog posts, newsletters, and whitepapers.
Marketing Engineering
The IT and marketing departments will work more closely than ever before. This also applies to the entire company structure. Gone are the days when every department cooked its own soup. In web design and web development, for example, IT, marketing, design, and sales must work together on projects, and both designers and marketers need a basic understanding of technical processes to best meet requirements regarding usability, performance, and design.
These are some of our trend topics in digital marketing for the coming year. What topics would you add to this list, what are your trend predictions? I am excited and look forward to your comments on this.
