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Trends for 2015 and beyond

How are you planning to evolve your digital marketing strategies during 2015? Here are three trends that may influence the way in which you interact with your target market next year and beyond.

How are you planning to evolve your digital marketing strategies during 2015? Here are three trends that may influence the way in which you interact with your target market next year and beyond.

1. Transparency

According to Forbes, transparency will become the most important marketing tool in 2015. Now that consumers have the power to generate and share their own media content, they are more discerning than ever before when it comes to marketing content.

We have known for some time that we as advertisers need to earn consumers’ attention. But it seems as if going forward, telling them compelling stories about our brands is not going to be enough. Consumers are less interested in brand features and more interested in how the brand can benefit them.

It’s even more than that, though. Today’s cynical consumers are less likely to buy into a brand lifestyle and more likely to invest in a company that they believe in. Successful brands will use their marketing campaigns to give an honest ‘behind-the-scenes’ view on how their products are made; or how their services give back to the community and environment at a grassroots level.

2. The Internet of Things

The Internet of Things (IoT) refers to the increasing number of ‘things’ (smart devices and home appliances, wearable computers, automated cars and even animals with built-in sensors) that are becoming interconnected via the internet.

According to WhatIs.com, the IoT is “a scenario in which objects, animals or people are provided with unique identifiers and the ability to transfer data over a network without requiring human-to-human or human-to-computer interaction. IoT has evolved from the convergence of wireless technologies, micro-electromechanical systems (MEMS) and the Internet.”

In 2015 and beyond, so many things will be interconnected that it will influence the way in which we live and work. Your fridge could IM you to say that your milk is running low, for instance. Or you could summon your own driverless car to fetch you via an app.

Just imagine the marketing opportunities!

3. Gamification

Companies are using playful gaming tactics in their marketing campaigns with the aim of engaging customers and building loyalty. While this is not a new concept, it is growing in popularity.

Essentially, Gamification involves taking the principles that game designers use to engage players and adopting these for non-game environments. This could involve offering users points and badges every time they buy something on your website, for instance. The idea is to create a fun and satisfying brand experience where consumers are incentivised to interact with the brand, track their progress and receive rewards for completing or mastering each step.

All of these tactics are designed to keep consumers interested, involved and loyal – which translates into a more successful marketing campaign and a healthier bottom line.

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