The Evolution of Marketing for 2015

Experts identify trends from technology to customer focus for the coming year.

December 12, 2014

NEW YORK – This week, Marketing Daily consulted a group of experts to get their predictions of the top marketing trends for the coming year. And while not all the contributors buy into the notion of “trends” in the industry, there were nonetheless a few standouts that marketers should keep an eye on.

• The continuing evolution of Twitter, particularly how the social media platform will adopt tactics from other networks like Facebook.

• The evolving dynamic between agencies and advertisers, as clients bring traditional agency functions in-house and many agencies struggle to find ways to add value to roles they traditionally owned.

• The evolution of personalization in marketing — creating customized content for every media channel the consumer interacts with: television, digital and social media, mobile, in-store, out-of-home, etc.

• The contrast of being both customer- and technology-focused. In reality, technology should help marketers be more relevant to customers and engage them with authentic marketing content. But sometimes technology takes on a life of its own, and the use of technology is around trying new things under the guise of reaching customers better.

• The focus on customer experience. If done right, customer experience can be a differentiator, delivering stronger loyalty, engagement and value.

• The evolution of deeper, more meaningful engagement with the customer is an important area to watch. Specifically, who’s investing in “what matters metrics” and, more importantly, how they are turning the data into actionable insights and more relevance with the customer.

 

 
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