Top 10 Marketing Trends for 2015
I hope you had a refreshing break like me - I had a great time on the most south western tip of Australia. A beautiful spot called Augusta and in particular a little beach called Quarry Bay near the Cape Leeuwin lighthouse (pictured).
During this time, I had a chance to reflect on the past year and review the year ahead.
This inspired my feature article on the Top 10 Marketing Trends for 2015.
1. The New
We now live in an increasingly fragmented,
frazzled and filtered world, where the lines between reality, truth and
believability are becoming increasingly blurred.
We’re time poor, always on the go and constantly connected to
the internet via mobile.
The chances of getting our attention are dwindling as we
become obsessed with the latest online breaking story, trending hash tag or
crazy cat video.
Facing an infobesity epidemic of massive proportions, our
attention deficit cravings get stronger and stronger as we try and make sense
of an increasingly complex and crowded world.
What does this mean if you are trying to attract customers,
build a business or become a trusted advisor? Well, the sad, hard truth is that
customers and clients are becoming more sceptical, more demanding and more
With information within easy reach of their fingertips, in
this new likeability economy, it is becoming increasingly difficult for you to
convince them to buy your product or service.
The new likeability economy is also one shaped by the Global
Economic Crisis, which like everything in the new online, mobile order gets
shortened to the GFC.
In this new order, customers have massive choice and get
satiated from marketers with promotions, rewards programs and generous
In the new likeability economy, driven by likes on social media, reputation linked with popularity is the new currency.
Evolution of the “Value Being”
The emerging and vibrant discount culture is alive and well
as consumers rediscover that time honored virtue of thrift.
Most consumers in the post-GFC era are looking for a bargain
and their mindset is never to pay full price.
Consumers are also better educated and more knowledgeable
about marketing, distribution channels and margins, so they are looking for
This means companies need to be more generous with their
discounts, warranties or value adding.
I call this the emergence of the “Value-Being”.
Fed on a diet of Scoupons, Groupons and other online
discounts, the Value-Being wants a company, product or service that adds value
to their life and improves their well-being in some way.
This could be through education, the environment or giving
back to the community through a corporate social responsibility program.
The key to the heart and mind of the Value-Being is that they
want to be entertained, educated and informed.
All this must improve their well-being in some way.
3. Content Marketing
This is in for massive growth in 2015.
Shareable content builds credibility because of
similarity. For example, to engage with target audiences they must have similar
tastes, interests and consumer preferences. This is an important currency in
the new likeability economy.
As budgets get tight, smart companies will get employees and customers to generate most of the content.
This also increases trust in the new likeability economy.
It is all well and good to produce content but getting it in front of the right eyeballs is critical.
Stratebution is all about the strategic distribution of content and making sure it hits the right targets.
We'll see a greater focus on depth versus width of distribution with the rise of niche audiences.
Also we'll see lots of discussion around reach versus influence.
5. Recognised Brand Champions with Influence, Authority and Status
While reach is a good metric its really
influence we want and we will definitely see the rise of brand champions
who have massive influence.
Gone are the days of being all things to all people.
to see a rise in smart marketers going deep within a category or niche
and servicing them well rather than servicing a broad market poorly.
I've come up with the term to describe a product or service that solves a problem in a professional, timely and cost effective way.
It usually involves some sort of disruptive technology.
It goes against rampant consumerism and is driven by the minimalists and a return to simplicity.
This is a key marketing trend because it is increasingly difficult to make people,
products and companies more trustworthy.
Gaining the trust of a potential
client or consumer is critical to improving the chances of them buying the
product or service.
On line reviews, testimonials and product demonstrations
all help improve transparency to build trust. This is typically a form of
two-way or asymmetric communication between a customer and the company.
Technology enables this to happen easily and seamlessly and many companies such
as Uber and Airbnb are using disruptive online technology to totally transform
traditional and conservative industries.
With Airbnb for example, both the host
and the visitor need to leave online reviews for them to be public. If either
party does not, then the reviews are not accessible online. Collaborative reviews
like this helps the host verify the trustworthiness of potential guests.
true two-way dialogue, it allows guests to check out the standard of the
accommodation via online reviews from others who have stayed there to ensure
the online photos and descriptions actually match what they are potentially
paying for. This new model is totally disrupting the traditional, conservative
and slow to move hotel industry.
Demanding consumers want to know the producers and providers of goods and services.
Expect more marketing messages featuring real people in ads giving a more authentic feel.
8. Enjoyience Marketing
Consumers want more fun, enjoyment and a feel good factor when they buy a product or service.
This is the flipside to thrift and being frugal. Consumers still want to be self-indulgent,
This takes traditional experiential marketing to a whole new level.
Expect the trend of marketing shaping consumer experiences to rise.
is all about creating a positive experience for consumers and
associating that experience with your brand, product or service.
Expect a massive associated increase in events marketing to create a memorable event to promote or launch the brand.
9. Indiconic Marketing
This is the year we will see the rise and rise of the individual and their desire to be seen as iconic.
Iconic brands will make a massive comeback because it is all about longevity and authenticity.
Indiconic marketing builds attraction because in the often photo-shopped,
digitally enhanced and over-hyped online world no-one believes anything anymore.
Authenticity is the new law of attraction because it creates revenue in the
likeability economy through the currency of popularity and familiarity.
more familiar people are with a brand, the more popular it is, the more people
like it then the more they are likely to purchase and buy it.
Familiarity is directly linked to longevity and brands being passed onto the next generation.
Consumers want their purchases to say something about who they are as a person and as a way of expressing their authenticity and values.
10. Deep Love and Respect
is a backlash to the concept of having shallow and meaningless
relationships with tens of thousands of Twitter followers, blog
subscribers, LinkedIn connections or Facebook friends.
It is all about quality relationships with those who are loyal to the product, service, business and the brand.
Consumers want to develop a deep emotional connection
to brands. Any marketing activity that allows people, products and companies to be
understood, appreciated and loved will be hot in 2015.
This strengthens the relationship and
results in the most powerful form of marketing – word of mouth marketing. This
lowers marketing costs, drives sales and revenue and increases referrals and
repeat business. This is the dream outcome of any successful marketing
Need a speaker on marketing trends for your next event.
Contact Thomas here.
Labels: likeability, likeability economy, marketing, marketing speaker, marketing speaker Perth, marketing trends, marketing trends 2015, reputation, shareability, thomas murrell, trust