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Fifteen Major Marketing Trends for 2015

When it comes to the future, it's been said that there are three kinds of marketers: those who let it happen, those who make it happen, and those who wonder what happened. As we do every year, for smart marketers who want to fall into that second group, analysis and insights from Brand Keys' validated and predictive loyalty and engagement metrics were collected from over 100,000 consumers this year.

Here, then, are the fifteen most critical trends that are likely to become brand marketing realities during 2015:

1. Everyone of a Kind
   Consumers will more and more crave - and expect - more and more customized and personalised products, services and experiences. This will be fuelled by the next trend...
2. Magnified Human Technology
   Digital and mobile in all forms will fuel the sense of empowerment and possibility for the individual consumer.
3. Real Brand Engagement
   Awareness is a given. Marketers will link "engagement" to how well the brand is perceived versus their category's Ideal, rather than counting "likes" or just trying to leverage imagery.
4. The Everything Expectation
   The ability for brands to accurately measure real, unarticulated, and constantly-expanding emotional consumer expectations will provide significant advantages to engage, delight, and profit.
5. Real-Time Becomes Real Important
   Increased real-time expectations already subsume brand and will now spread to areas of product availability, delivery, and customer service, all becoming more important influencers in purchase decisions.
6. It's Still The Brand, Stupid!
   Increased consumer expectations will be accompanied with added perceptions of products and services as commodities. Brands will need to be differentiated and stand for something meaningful, emotional, and important to consumers.
7. Category is King
   To engage those smarter, high-expectation consumers, brand wills need to be smarter about their own category-specific emotional values that they can leverage and believably own.
8. Brands Will Get Emotional
   Successful brands will need to identify the emotional values in the category where they compete, and utilize them as a foundation for meaningful positioning, differentiation, and a foundation for authentic storytelling.
9. Non-Fiction Storytelling
   Storytelling is fine, but the stories brands tell must reflect real brand values and category realities that differentiate and meet consumers' believability criteria, otherwise marketers will end up entertaining rather than engaging.
10. The Closing of the Showroom
    The consumer will use 5 or more online sources to facilitate actual purchase decisions, reducing reliance on traditional brick-and-mortars retail.
11. High-End Shoppers Expect High-Tech Shopping Experiences
    Retail will include a seamless transition from human-only service to digital assistants and virtual valets. Watch for more RFID, beacons, and touchscreens to supercharge the retail-shopping experience.
12. Much More Multiculturalism
    As ethnic groups grow, brands and retailers will integrate a sense of culture and culture-specific brand experience with all forms of outreach.
13. Online Authenticity
    As 'The Internet of All Things' matures, consumers will expect greater security as regards personal purchase data, which will act as a confidence builder for online sources and the brands using them.
14. Dead-On Digital
    Brands will shift their digital platform question from "should I be here?" to "what should I do now that I am here?" with success linked not to just outreach alone, but contextual relevance.
15. Going Native
    Content marketing will continue to become a specialty unto itself and tools like the Digital Platform GPS will optimize placement and resolve issues related to native advertising, digital delivery platforms and shorter consumer attention spans. Metrics will move away from counting the number of views, sharing, and likes toward real brand engagement.

"One doesn't need predictive metrics to observe that every day marketers face new challenges. But, as the saying goes, if you want to do something new, you have to stop doing something old," concluded Passikoff. "These 15 trends provide brands with the opportunity to break habits and embrace new methods of brand engagement, new business models, new technologies, and new and profitable opportunities for the coming year."

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

Find out what works and what doesn't, who's succeeded and how they did it, and how the world's top brands keep their competitive edge against all odds. This report gives you the data you need for the best decisions for a more profitable, more engaging marketing strategy.

Get the hard facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and gain an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Factbook at your side, you'll have a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

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