It’s been a busy year for marketers with the rise of omni-channel, mobile-first marketing, and a rapid growth in tag management – to name but a few. The digital marketing industry will evolve even further in 2015, bringing a new set of marketing strategies and opportunities to look forward to. Here are six trends modern marketers should be aware of for the year ahead.
Marketers will embrace micro-targeting
Audience segmentation will come to the fore in 2015 as marketers sharpen their micro-targeting and develop two-way communication with consumers. Brand to consumer conversations no longer involve simply responding to an email – inbound communication is everything. Consumer interactions will become increasingly conversational, and analysing an individual’s interactions via a combination of channels, then consolidating that data, will become key in making that conversation truly personalised.
We have been talking about customer touchpoints for some time now, but 2015 will be the year that marketers succeed in communicating seamlessly across each and every one, continually analysing and consolidating the data as they go, to continually improve the brand experience.
Mobile marketing spend to catch up with mobile consumption
Mobile presents a huge opportunity for marketers to reach their target audiences. Google research shows that 7% of mobile searches lead to a purchase within 24 hours, rising to 18% for local searches. And despite consumers spending a fifth of their media consumption time on mobile (20%), only 4% of advertising spend is attributed to this channel. Smartphones are also changing communication habits – particularly for younger generations – with 94% of communication time for 12 to 15 year olds spent on text-based activities such as instant messaging and social media, and only 3% spent on voice calls.
In 2015, we will see the widely discussed mobile-first marketing approach finally develop to take advantage of these high consumption levels. Retailers will push more high-volume, low-cost products through their mobile commerce platform, to gain enhanced data on consumer behaviour, location, conversion, and ROI.
Marketing automation will finally become real-time
Consumers are becoming increasingly tired of irrelevant offers being pushed to them based on a predictive model. While marketing automation is nothing new, 2015 will be the year that marketers follow Amazon’s lead and begin to embrace true automation. Real-time aggregation and activation of data will be used throughout all marketing tools to deliver offers and communication based on what the consumer is doing at that moment.
Enterprise tag management solutions will become integral to the marketing mix
2014 saw rapid evolution in the tag management space and a greater understanding of the enterprise tag management environment. However, next year, businesses will start to create a universal data layer that will play a foundational role in connecting all of their marketing applications and delivering a single aggregated view of the customer. Digital marketers will have increased access to best-of-breed point solutions that can all work together in harmony, allowing them to attach action to their enterprise tag management strategy.
Marketers will adopt a multiple-vendor approach
While there will always be organisations who prefer to rely on a sole provider to deliver all of their marketing needs and more, this approach can detract from a seamless marketing strategy. In 2015, there will be a move towards a multiple-vendor approach with data consolidated across all technology tools selected for that business. The truth is, it doesn't matter who your technology is provided by – the crucial factor is the ability to action and use it effectively, and this is more likely to become a reality with a consolidated multiple-vendor approach than by relying on a single vendor.
Big data (yes, big data) will finally come into its own
Big data has been talked about since 2012 and has several different meanings depending on who you speak to, but 2015 will be the year that marketers will finally stop talking about using it to their advantage – and actually be able to act upon in in real-time. Leveraging retrospective data and offering it predictively will turn big data into a real-time asset, where post, pre, and current interactions will finally be used to drive personalised, one-to-one communication.
By Lindsay McEwan, General Manager EMEA at Tealium.
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