The new year is soon going to be upon us, and marketers need to begin planning ahead and revitalizing their marketing strategies in order to be prepared for new developments in the coming year. Digital marketing in 2014 comprised nearly a quarter of the total marketing spend for marketers worldwide, and this is only set to grow even further in 2015. Here are some of the upcoming trends for marketers in 2015 for measurable success:
- Invest in influencer marketing: Influencer marketing is set to become even more significant this coming year. It can’t be denied that social media stars and bloggers are the new ‘celebrity endorsers’ that brands can tap into. Brand advocates are 70% more likely to be seen as a good source of information by people around them. Bloggers and social media influencers will be the new brand advocates, and their opinion will count towards making their audience sit up and notice your brand. The time is for innovative campaigns that propose a win-win deal between these influencers and your brand.
- Keep it short: The ‘Goldfish effect has taken hold of consumers today; the average attention span of a person today is only 8 seconds. Social media has reached its saturation point, with marketers increasingly realizing that content needs to be crisp, relevant and unique in order to grab attention. Blog posts will get shorter, and more packed with useful information in just a few paragraphs. Tweets will become much more conversational and spontaneous, based on real-time happenings to relate to consumers. The age of contextual, not long-winded content is here.
- Emphasize on the regional flavour: Communication in the vernacular will also take on wider importance, as brands realize that building a connection with the consumer mindset in different cultures will be crucial. In a highly diverse country like India, consumers love to interact with brands that speak to them in a language they understand – language is a link that brings people closer in this nation, and a brand that communicates with a regional resonance is more likely to win over them. Brands will be forced to think in terms of cultural and linguistic segments in order to appeal to consumers in different parts of the country.
- Visual content platforms: Consumer behavior today points at a tendency to consume visual content much more than just text. The coming year will see brands pushing for a greater emphasis on good design and creative interpretations in relation to current events. The success of Oreo can partly be attributed to its ability to understand this in their campaigns across platforms, like the ‘Daily Twist’. The growing popularity of Instagram and Pinterest as visual platforms has made brands take notice and discover visually appealing ways to communicate with their audience. Pinterest is retaining and engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in their history mainly because of the combination of rich content and striking visuals. The coming year will see brands invest seriously in these emerging platforms and set aside a budget for building rich content in their marketing efforts.
2015 will see marketers experience a radical shift in the way they view the target audience as well as the brand. The key to success in the coming year would be to anticipate and be informed about how to execute a solid marketing strategy that takes into account all these changes. These are some of the biggest trends to look out for and incorporate into your strategy to welcome the next wave of consumers.