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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.