8 marketing trends driving the future
We are half way through 2015 and Google algorithms, content strategy and mobilisation are still the buzz words in marketing. But what trends will remain? What will be the most popular? What is the next big thing?
In this article The Island wants to give you an overview of what conversations are happening in the world of marketing and what the on-line world is saying the top 10 trends will be in the coming years for marketing.
1. Mobile is going to be front and centre (more than it already is)
Evolution in technology and what consumers use mobile tech for makes this one of the major influencers of the trends to come. Mobile tech allows brands to create a more personal relationship with its consumers, wherever they are, and whatever they are doing.
2. Transparency will be key to brand-customer relationships.
Right now, customers are looking for more engagement from their favourite brands. Genuine brands, who are straightforward with what they deliver to consumers, will see positive effects of their behaviour. It’s all about a good chat, not a good sell.
3. The demand for quality content will not slow down.
Content, especially visual content, will be head of the pack when coming to the online marketing world. The customer is definitely being lead by their eye and, in a way, it feels like a more traditional print attitude to advertising. Grab them with the visual. Additionally, the rate at which a brand can create quality content will have a big impact on their success.
4. Customer produced content will be even more important.
The strength of user generated content will surpass that of brand created content as brands start to give marketing power to their customers. From on-line reviews, to social media posts and blogs, brands will need to create long-lasting positive perceptions in their customers’ minds. Collaborations between brand and consumer will become more and more frequent. Blog power!
5. Social will be the essence of the future Internet.
Seeing the potential impact of social media grow stronger, most brands will move their marketing endeavours to social channels and engage with the community. Once this has happened, social media will not be “One” of the channels but “The” channel.
6. Brands could own their audience.
By developing brand communities and going into direct discussions with their customers, brands will start to own their audience in a manner that will create followers and brand advocates. Along the line, marketing efforts will have their seeds rooted in what consumers are discussing. Basically, if the consumers are satisfied, they will be more than happy to take on a marketer’s role and do what is expected to highlight their beloved brand.
7. Good brands will act like product companies and not like service companies.
While service companies aim to satisfy clients and earn contract renewals, product companies thrive thanks to development. In this way, for brands of the future, customer loyalty and retention will not be sufficient. They will need to innovate more efficiently to supply their customers with added value. On the other hand, amazing service will never be outdated.
8. Less size, more quality.
We have already seen that having as many followers and fans as you can is not the makings of a successful on-line presence. The true on-line marketeer will be using analytics, data and good old fashioned conversations to identify advocates and using improved analytical tools to help marketers measure the success of their efforts in these discussions.
