The year 2014 is about to end, so global news site The Guardian interviewed five marketing professionals to answer questions regarding the biggest trends that could happen in the digital marketing industry for 2015. Here’s what they have to say:
“Treat customers as individual entities.” – Charles Wells, JustGiving head of marketing
The wide spread of data from social and mobile is making it easier for digital marketers to have an idea about the behaviour of each user in detail. “No more segments. Marketers have dined out for years on segmentation: message A goes to segment A, etc.,” Wells said.
As 2015 is fast approaching, it’ll be a year when businesses will stop abusing their customers by luring them into a segment. Instead, they will start treating them as individuals. More businesses will offer personalised experiences, notifications instead of e-mails, and updates about what their circle of friends are doing at the moment.
“Content is still king.” – Teresa Arbuckle, Grundig marketing director (UK and Ireland)
The changes in Google algorithms show that content is still ruling search engine result pages (SERPs). Knowing what the content is about, what it says, and where it sits can drive the success of any business.
“Refreshing the content on your website on an almost daily basis is no mean feat, but in the online purchasing world today it is key to ensure you do not slip from the crucial first page of Google,” Arbuckle said. She added that this isn’t the only way in getting brands noticed, though. Thanks to social media, the way businesses communicate through their own channels is also important.
Consumers today are more aware of brand messaging than ever before. They’re more outspoken about the brands that push self-serving content to them every time. To build a real relationship online, it’s best to offer content with value – be it an interactive video or product offers that aren’t offered to the public.
“It is not search engine optimisation (SEO) versus social media optimisation (SMO), but both working in tandem that lead to success,” Arbuckle exclaimed.
“Everything will be personalised.” – Allan Blair, Tribal Worldwide (London) head of strategy
Personalisation will be the next marketing buzzword for 2015. Businesses are finally figuring out how they can make the most out of the data they’ve been collecting from their customers. Anything and everything that you think can be personalised will be personalised in 2015, as consumers will have the opportunity to create and buy tailored products or services.