Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following: * Explains what is marketing in the simplest form * Explains the difference between marketing and sales * Biggest challenges that has changed marketing * How these changes are predicted to affect business including marketing trends and predictions.

1. Overview of
marketing and trends
in 2015

2. What is Marketing?
Marketing is a word used almost as common as bread is
consumed. The term encompasses just about any action a
business takes to make itself ‘attractive’ and is often confused
with the term ‘sales’.

3. SALES
the aim of sales is to get customers to want your product/ service
The Difference Between
Marketing and Sales
MARKETING
the aim of marketing is to get your product/ service to how the
customers want it

4. Marketing touches many areas of the business including
customer interactions, internal teams, products and services,
appearance and brand, communication and distribution
channels. More often than not it is an organisation philosophy
rather than just a function.
Basics of Marketing

5. At the heart of marketing is the all important CUSTOMER.
However, smart marketing doesn’t mean giving the customer
everything in the way they want it. It is knowing how to
maximise sales opportunities and profit through clever
strategies and tactics and within the limited resources.
Basics of Marketing

6. On a timeline, marketing can be broken down into long term
and short term strategies.
Long term marketing relates to building the brand equity and
strength.
This does not necessarily produce immediate results, however
it builds your brand and business value over time. It is the
beacon that sets the direction and focus for the business and
the results will endure well beyond a sale.
Basics of Marketing

7. Short term strategies relate to tactics that will result in
immediate leads and sales. This will get the tills ringing and the
business buoyant. However sales will only keep coming as long
as you keep spending.
The key for businesses is to have a combination of both long term
and short term focus.
Basics of Marketing

8. In the last 15 years or so, marketing has evolved at a
speed never before. This has been impacted by two main
factors namely technology advancement and the growth
of the internet.
The Two Biggest
Challenges in Marketing

9. As a result, the two biggest challenges facing marketers today are:
Challenge 1: Explosion of data
“Every day, three times per second, we produce the equivalent of the
amount of data that the Library of Congress has in its entire print
collection. Most of it is…irrelevant noise.” Nate Silver statistician and
writer
Gartner (technology consultants) estimates that within five years,
most Chief Marketing Officers will have a bigger technology budget
than Chief Information Officers do.
The Two Biggest
Challenges in Marketing

10. Challenge 2. Exponential growth of communication channels
Today, the marketing eco-system has evolved to encompass
the fast growing digital media. The barriers to creating a new
media channel is low and anyone and everyone can have a go
at it.
The Two Biggest
Challenges in Marketing

11. Example
of the
Explosion
in The
Digital
World

12. Example
of the
Explosion
in The
Digital
World

13. 10 predicted
marketing trends
for 2015

14. Content marketing will keep becoming more and more popular with
organisations. Companies will increase their efforts in generating
content on the internet in order to stand out amongst their
competitors.
Quality content correctly targeted towards the customers’ interests
will be the focus for many marketers.
1. Content marketing

15. With companies as well as individuals publishing more and more
content digitally, it is inevitable that low quality content that do not
add any value will increase.
This is further enhanced with social media where the anyone and
everyone can be a self appointed marketer.
2. Increase in marketing noise

16. With the huge amount of data (and prolific content on), a
marketer’s role is becoming more the ‘Chief Simplifiers’ to try to
make sense of information.
It is not the case of how much information you have but the ability
to critique available information and arrive at a critically thought
through decision.
3. Use of marketing data

17. Social media has significantly changed customer’s behaviour as
they become more elusive, immediate and short-term thinking.
This means that real time marketing is growing in importance with
focus on faster adaptation and shorter lead time being the norm.
4. Agility and immediate focus

18. Usage and adoption of videos will keep growing as viewers are
looking for easier ways to learn. Explainer videos fits in perfectly
with shorter attention spans and helps as an alternative way to
convert customers.
Salesforce recently added an explainer video on their home page
and this increased their conversion rate by 20%.
5. Videos say it all

19. As consumers continue to resist homogenisation, marketers are
having to target customers in smaller groups in order to localise
and personalise content to them. This has been going on for a
while and we believe it is here to stay.
Furthermore, over and over again marketers are finding better
response rate when offers on emails and websites are personalised
to the needs of the customers.
6. Micro targeting and
Personalisation

20. In the last two years, there had been an explosion of analytical
tools. This has left marketers with many different tools and ways to
integrate data from various platform but often requiring more effort
and falling into the ‘too hard’ basket.
Providers are now racing to simplify these analytical tools and
allowing easy user customisation, mobility and instant results in
order to win a seat at the table.
7. Growth of simplified
analytical tools

21. It is believed that it is inevitable that reliance by consumers on
mobile technology such as mobile phones, tables and wearable
tech will only keep rising. More and more predictions are seeing
mobile web usage overtaking desktop internet use in the very
near future.
The move will be from mobile friendly to mobile first. A focus on
key mobile strategy is the path to future proofing an organisation.
8. Increased focus on mobile

22. Customers are continuing to want to have their say and exert their
influence especially through social media channels. They want to
know what is happening behind the scenes, who are the people
and to be acknowledge as included as part of the ‘family’.
The control over of the marketing messages is beyond the
marketing team now and companies will continue to include other
internal teams as well as customers into brand ambassadors.
.
9. Inclusivity is in

23. There’s no escaping that online marketing is now an essential
part of marketing. As our time on the internet keeps increasing,
marketers will increase their spend online.
Furthermore, online ad spend has an advantage of catering for
small budgets to sizeable budgets as well as being measurable
and targeted.
10. Increased online ad spend

24. To find out how to take
advantage of these trends contact
Marketing Minds-
the cutting edge in marketing
Contact: Anne Casey
anne@marketingminds.me
+64 9 634 4390 or +64 21 654 390

25. Sources:
http://www.wheelhouseadvisors.net,
http://www.forbes.com/sites/avidan,
http://www.slideshare.net/eMarketerInc/emarketer-webinar-retail-ecommerce-outlooktallying-the-true-
impact-of-digital?next_slideshow=1,
https://www.pinterest.com/pin/16888567327404102/,
http://www.socialmediaexaminer.com/new-research-shows-social-networks-ideal-marketers/,
http://blog.hubspot.com/marketing/email-marketing-stats-list,
http://www.imediaconnection.com/content/38109.asp?imcid=nl%23singleview#singleview,
http://www.toprankblog.com/2014/05/digital-marketing-2015/,
http://www.huffingtonpost.com/kim-garst/7-digital-marketing-trend_b_6493310.html
http://trendwatching.com/trends/10-trends-for-2015/