Wow, it’s already 2015 and I guess that means out with the old and in with the new. For some, this could be the start of a brand-spanking-new marketing plan and for others, it could simply mean rolling out the next strategic phase. Regardless of where you are in the marketing planning stage, it’s important to realize what the 2015 marketing landscape looks like and how to fold it into your mix. Let’s take a look at a few items to consider.
INCREASE YOUR DIGITAL PRESENCE
According to inboundnow.com, internet advertising is predicted to rise globally by 10% and mobile ads are expected to grow by 48% in 2015. How strong is your mobile and online presence? Now, more than ever, mobile and online advertising have many benefits including reliable, quantitative analytics along with the ability to closely target specific groups. In 2015, we will see a huge shift with mobile trumping the desktop so make sure your platforms are mobile-friendly. Laura McLellan, research vice president at Gartner said it best, “For marketers in 2015, it’s less about digital marketing than marketing in a digital world.”
2015 will also see an uptick in wearables – think Google Glass or the highly anticipated Apple Watch. Wearable technology is gaining traction in the market and by 2016, IMS Research predicts the technology will represent a minimum revenue opportunity of $6 billion. Keep in mind the analytics to support wearables could be a bit cumbersome, however, with time comes more reliable analytical tools to help you gather the relevant information you need.
HUMANIZE YOUR MESSAGING
Over-promising. Annoying. Invasive. To most consumers the aforementioned words are synonymous with advertising. They are constantly bombarded with irrelevant messaging that they purposely ignore. So, how can we break through the noise and stand out from the rest? Try to humanize and personalize your messaging.
Nowadays customers are resonating with an honest and transparent message that offers a deeper connection. If you think about it, we are witnessing corporations transforming into more meaningful brands by localizing their messaging. Localizing is a great way to appear as if you’re apart of the community. Don’t speak to your audience as if they are robots but rather treat them like humans that actually have feelings and emotions. Flip the script. Be conversational. Be personable. Be inspiring.
BRAND ASSIMILATION
We all know the equation brand = identity. And hopefully for most, we keep this idea near and dear in order to sell our brand. However, sometimes we forget that employees are just as much of a touching point for our brand. That being said consider implementing a brand assimilation program – consider it “employee branding” – in order to ensure that your employees are aligned with the values and vision that make up your brand. We’ve done quite a bit of that here at Scream over the past few months with the launch of our new logo and look. The program can empower and inspire employees to feel that they make a difference. Too often, companies hand out the typical “welcome packet” but may forget that a brand book provides value. Panicking that your company doesn’t have a brand book? Below is a chart that helps explain the slow transition your brand assimilation should take. Don’t feel like the process should be rushed.
And if you’re still panicking – well, give us a shout.