2015anew
marketing
erafor

HOW WILL MARKETING
EVOLVE THIS YEAR?
LET’S START BY TACKLING
THE BIG QUESTIONS…

WHICH MARKETING
TRENDS SHOULD I WATCH
OUT FOR IN 2015?
HOW CAN I COMPETE
WITH A LIMITED BUDGET?
HOW CAN I KEEP UP
WITH EVOLVING
DIGITAL TECHNOLOGY?
WHAT SHOULD I DO
DIFFERENTLY IN 2015?

WHAT MARKETING TRENDS
SHOULD I WATCH OUT FOR IN 2015?

Automation
Content marketing
Emotional marketing
Gamification
Account based marketing
Multi channelThought leadership
Big dataSocial proofing

THESE BUZZWORDS CAN
SEEM OVERWHELMING…
…until you consider them in the context of
how marketing evolved in 2014.
More
responsive
design
Increase
in trying
new things
More
video
Less
print
More visual
content on
social
Increase in
innovation
Increase in
outsourcing
Increase
in activity Shift in
channels

THE LATEST TRENDS AND BUZZWORDS
ARE A COMBINATION OF:
EXISTING CONCEPTS EVOLVING
TO THEIR NEXT STAGE
Multi-channel marketing developed as a result of
more channels becoming available, while content
marketing emerged as more platforms cropped up
to host content. Both enabled brands to successfully
reach beyond their ‘owned’ channels.
OLD CONCEPTS DRESSED
UP IN NEW CLOTHES
Automation (aka Customer Journey)
Gamification (aka Engagement)
Social Proofing (aka ROI)
Big Data (aka Insight)

It’s also a result of how marketing is
becoming more intelligent.
This is shown by a greater focus on:
Thought leadership
Story telling
Emotional marketing
Account based marketing

Ultimately, successful marketing
isn’t about ticking boxes and adopting
the vocabulary of the latest trends.
It comes down to a single question:
How well do you understand
your customers?

Knowing your customers is key to
becoming a thought and market leader
Many people think of marketing as communications activities
(emails, tweets, Facebook posts, printed brochures)...
...but these are just the channels we use to reach out to our
target audience, engage with them, solve their problems and
learn more about what they need from us next.

The most successful companies are
those who truly recognise the value
of marketing...
...marketing-led organisations are those who use marketing
to understand their customers better than their competitors.
This allows them to develop the best products and services
in their market.
Businesses who rename their CMO (Chief Marketing Officer)
as CCO (Chief Customer Officer) are ahead of the game!

HOW CAN I KEEP UP WITH
EVOLVING DIGITAL TECHNOLOGY?

“We always overestimate the change
that will occur in the next two years
and underestimate the change that
will occur in the next ten. Don’t let
yourself be lulled into inaction.”
Bill Gates

Since technology is changing so quickly...
How can I keep up?
Which horses should I back?
Should I try to predict what’s coming
next or just follow the crowd?

PUT SIMPLY…
...technology is always a discovery phase – you
sometimes have to get it wrong to get it right!
For every
VHS
there’s a
Betamax
For every
Blu-ray
there’s a
HD DVD
For every
Facebook
there’s a
Myspace

SOME OF THE TECHNOLOGIES
THAT ARE AVAILABLE TO US TODAY
3D Printing
Oculus Rift
Google Glass
Driverless cars Smart technology
Beacons

And while we can’t say which of these
technologies will still be around by 2020,
do enjoy the journey and remember...
...just because you can’t predict what’s coming or what
will work doesn’t mean you shouldn’t get involved!

HOW CAN I COMPETE ON
A LIMITED BUDGET?

of marketers say budget and resource
restrictions hold them back.40%
But even with limited budgets you
can still raise your marketing game…
Source: www.econsultancy.com/blog/10725-lack-of-analytics-and-budget-is-holding-back-social-marketing-report

MULTI-CHANNEL
‘EVERGREEN’
MULTI-USE
STOP, START,
CONTINUE

GO MULTICHANNEL
Simplify your planning: share the same
message not just across platforms but
across internal and external messaging.
‘EVERGREEN’
MULTI-USE
STOP, START,
CONTINUE

PRODUCE MULTI-USE CONTENT
Think about how to repurpose content
tailored to different channels and
audience segments.
GO MULTICHANNEL
Simplify your planning: share the same
message not just across platforms but
across internal and external messaging.
‘EVERGREEN’
STOP, START,
CONTINUE

THINK ‘EVERGREEN’
Produce content with a long shelf-
life – but balance this with a focus on
current events to remain relevant.
PRODUCE MULTI-USE CONTENT
Think about how to repurpose content
tailored to different channels and
audience segments.
GO MULTICHANNEL
Simplify your planning: share the same
message not just across platforms but
across internal and external messaging.
STOP, START,
CONTINUE

THINK ‘EVERGREEN’
Produce content with a long shelf-
life – but balance this with a focus on
current events to remain relevant.
PRODUCE MULTI-USE CONTENT
Think about how to repurpose content
tailored to different channels and
audience segments.
GO MULTICHANNEL
Simplify your planning: share the same
message not just across platforms but
across internal and external messaging.
STOP, START, CONTINUE
Stop marketing activities where you can’t
see ROI – but pick them up again if you
notice a negative effect on your business!

WHAT SHOULD I DO
DIFFERENTLY IN 2015 ?

“Most companies decay slowly
over time because they tend to
do approximately what they did
before, with a few minor changes…
but incremental improvement is
guaranteed to be obsolete over time.
Larry Page
Google Co-Founder & CEO

BE
BRAVE
TRY NEW
THINGS
BE OPEN
MINDED
BE AN
ANALYST

BE BRAVE
Really make an effort
do things differently.
TRY NEW
THINGS
BE OPEN
MINDED
BE AN
ANALYST

BE OPEN MINDED
Most importantly, see how you can use
new technologies to drive your business.
BE BRAVE
Really make an effort
do things differently.
TRY NEW
THINGS
BE AN
ANALYST

TRY NEW THINGS
Adopt a true multi–channel approach
and consider platforms you haven’t
used before.
BE OPEN MINDED
Most importantly, see how you can use
new technologies to drive your business.
BE BRAVE
Really make an effort
do things differently.
BE AN
ANALYST

TRY NEW THINGS
Adopt a true multi–channel approach
and consider platforms you haven’t
used before.
BE OPEN MINDED
Most importantly, see how you can use
new technologies to drive your business.
BE BRAVE
Really make an effort
do things differently.
BE AN ANALYST
Dig deeper if you feel something doesn’t
work.

Looking for inspiration to take your marketing
to the next level? We’d love to hear from you!
Hannah Coleman
hannah@somethingbig.co.uk
01483 741234
UNIT 4 / WOKING 8 / FORSYTH ROAD
WOKING / SURREY / GU21 5SB
PHONE: 01483 746650
WWW.SOMETHINGBIG.CO.UK
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