Fashion is said to be an ever-revolving door. One season a look is “in” and then the next, inexplicably, it seems that no one would be seen dead in paisley, carrying a tote bag or sporting flares. Not so with marketing. There are some tactics and channels that don’t date, but every season there are new “styles” to get to grips with.
Here’s our take on five key trends and what we believe the smart marketer will be sporting as we head in to AW15/16!
- The “Year of the Mobile” is a well-worn phrase and one that we’ve been hearing since at least 2012. But seems we’ve reached a tipping point and the focus really has shifted to the smaller screen. Even in the B2B world leveraging its power is critical because, as wearables become mainstream, it’s believed that the average human will interact with it some 400-500 times per day! If you’ve still got doubts about mobile’s penetration consider research from Ericsson which suggests that 90% of the planet’s population over 6 years of age will own a mobile phone by 2020. No wonder we’re hearing the death knell for the desktop and news of manufacturers like Samsung, Sony and HP leaving the PC market.
- Visual content - the blogs, articles and guides that constitute the backbone of many of our content plans are not going to go away. However, visual content - such as infographics and especially video - will become far more prevalent as attention spans dwindle, and metrics prove that engagement figures soar when these are employed.
- User-generated content is a big hit with the Millenials and set to also come to the fore. Online reviews and endorsements, forum contributions, submitted images and ideas as well as co-created content will increase traction and link consumers and brands ever tighter.
- Big data goes SME – what marketer has not been seduced by the appeal of big data, the endless possibilities for personalisation and the power of building meaningful 1:1 relationships with customers? As marketers get to grips with data and the ability to infinitely slice, dice and segment it, even smaller organisations will embrace data-driven campaigns for more relevant and meaningful conversations.
- Marketing automation – for businesses with more than a handful of customers or prospects managing all of the channels, media, assets and, of course, data will become not just difficult but likely impossible to do manually. As adoption of this technology becomes mainstream, and lower-end, non-enterprise systems enter the market, even smaller businesses will implement marketing automation or alternatively outsource its management to a reliable partner.
Being a marketing fashion victim means slavishly following the pack, even when a style doesn’t fit or flatter you. We advocate that keeping an eye on the runway and adapting a look to suit you personally is a much smarter and more elegant approach!