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Marketing Trends 2015 and Beyond The power of mobile + social + video The combination of three biggest digital phenomena of the last two years will create a powerful trend in 2015, that of "visual sharing". Success of Twitter-owned Vine, a mobile service for sharing six-second looping videos, and Facebook's introduction of video on Instagram, mean that video will be the format of choice for people to share their moments and a go-to tactic for brands to engage with consumers. Happiness and well-being With money not being able to buy happiness, there has been an increased focus on personal well-being. “Mood of the Nation” research found that brands had a role to play in improving people's level of happiness through being ethical, empowering people to be more active and enabling unexpected acts of kindness. In 2015 we will see more brands differentiating themselves from competition through influencing how people feel. Transparency will become the most important tool of marketing. Donors are going to continue to exert power and influence. The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it. Next year the best brands won’t be those with the best stories, or sort of made up fictional stories, but those that will give an accurate and real time picture of what they are doing in the interest of the donor, at any given time. The winners will be adept at agility marketing. Social media produced a different, more elusive donor with short-term thinking. The best marketers will have ever more donor data, capable of faster adaption, shorter lead times, and always-on, real-time marketing. Instead of the next month or next quarter the focal point for the winners becomes the next hour. Marketing will shift from globalization to personalization. The world is more connected because of technology these days, but marketing is becoming more regionalized, and more localized, even more individualized, as donors resist homogenization. Personalization is not a trend. It is a marketing tsunami, here to stay, which will transform how we think about and how we manage global brands. Companies will have to decentralize their structure and increase regional and local influence.