2015 Marketing Trends and What They Mean For Your Business

1. Owned Media Returns

“Owned” media will trump “rented” media. What owned versus rented means is that social platforms like Facebook and Twitter are simply the methods of broadcast and engagement for the content housed on your website/microsite. Take Vice Magazine for example, having recently consulted with CNN to make the channel more appealing to a younger demographic they have transformed into a media powerhouse. Their strategy has always been to provide teaser content on social channels, keeping the main course available only on their website or YouTube channel.

Why do they do this? Control. They have control over the types of advertising you see and control over the cookies your computer is tagged with (see my earlier post about ads following you around the web). Vice is producing some very good content, but lessons can be learned from their strategy to boost your marketing.

2. Keep It Simple

Simple design will be the trend. Less is more on tiny screens when consumer attention spans are shorter than ever. Video is an effective way to tell your brand story as you can convey a lot of information in a short amount of time. I’m going to stop typing as my point has been made. Keep. It. Simple.

3. Mobile Traffic Will Surpass Desktop Traffic

Think about the last time you were lying on the couch and something popped into your head that you wanted more information on. Did you get up, walk to your home office, open your laptop, type in your password and search Google for pizza, auto repair or any other service/product? If you did you are becoming the minority as more and more people are moving to smartphones and tablets.

Is your brand mobile enhanced? Is your site responsive? Does it easily display your phone number and address/map?

If you answered ‘no’ to these questions we need to talk.

4. Search Rewards Content Producers

If consumers are searching for a product or service you provide, they aren’t looking past the first page on Google to find you. There are two ways for you to show up on that first page. The first is by paying for it through Google ads, and the second is by ensuring your site is optimized for search (SEO). Gone are the days of black hat SEO and expensive, complex strategies to boost your page rank. Google rewards content producers and those who have invested in SEO. Make good content, post it regularly, share it on social channels (and have it shared organically) and you will stand a better chance of showing up through search than your competition who haven’t posted anything (or at least anything interesting) since 2010 when their site launched.

5. Spray and Pray Advertising is Dead

If you don’t know what your audience is consuming, you are wasting your money. We can target almost anyone you want. Targeted ads using Geo-fencing and demographic profiles, coupled with retargeting make every dollar you spend impact your warmest leads so that you can turn them into customers.

This is not to say that television, radio, print, and billboard are dead. On the contrary, they are vital to reinforce the brand and promote your service or product. Media consumption research is key with TV buying as PVR/DVR penetration and commercial skipping is prevalent. Out of home is experiencing resurgence – primarily due to the introduction of digital properties.

6. Quality Over Quantity

With a 200% increase in content production year over year, consumer’s eyes are glazing over when they see yet another mediocre blog post or video. If you’re going to produce content, make sure it’s really good. Producing great quality content requires thought, planning, skill and do not underestimate the amount of time it takes to produce. Calling a professional may be your best bet.

7. Ignore Video At Your Peril

Is your business a 4-5 year business or a 40-50 year business? Either way, video is important. There is an entire generation who are being brought up with YouTube as their primary channel for entertainment. They aren’t as young as you think either; right now they are 16 years old, have a smartphone and are making plans for college. Within 2-4 years they’ll be buying cars, investing and joining the economy. Within 6-10 years, they’ll be buying houses, engagement rings, baby formula, and diapers. Start your relationship with them now.

8. Invisible Technology

Digital technologies that are seamless and in most cases invisible will be further imbedded into our daily routines. From Apple Pay changing the way we purchase – to wearable technology integrating into our personal daily information consumption. Not to forget predictive technologies that learn how we communicate and help us each be more efficient with texting, answering emails, online purchases, and even planning your next vacation.

Danna.Storey@www.afhic2008.com