It’s that time of year when marketers are predicting trends for the upcoming year. What actually happens is really up to consumers. Their behaviors dictate what we actually do. So I’m going to start by saying that whatever you have planned right now for 2015 should not be the end all, be all. I’ve said it over and over again…but marketing is fluid. Make sure your marketing plan is flexible to allow for consumer changes in 2015. Meaning, you may notice that certain campaigns aren’t converting and you’ll have to tweak your strategy to meet behavior trends. So let’s get started. What pray tell could the Smiling Marketress possibly predict for 2015?
Focus on Video
I think 2015 will be a year for video. Whether that’s creating more YouTube content or even video emails—video content is one way to really engage your customers. By 2017, it is forecasted that 74% of content will be video. As of now, 52% of content with the best ROI is actually video.
The reality is that marketers are finding it more difficult to reach consumers because we’re all vying for their attention. Marketers need to be innovative, creative, and persuasive… the “ives” if you will.
Pay attention for innovative video production companies. Start networking with them now so you can get the best deal when you’re ready.
Start paying attention to companies like Inviter. Video email content is fairly new right now, but not for long. Become an early adopter and you’ll get the early conversions now while everyone else is still trying to figure out how to use videos in email later.
I preach digital integration all the time. I do it because so many companies don’t get it. At its core, it’s about communication between departments. If you want to thrive and grow, marketing functions fall under one umbrella with experts in each area working as a team (not silo’d). SEO should be at your center along with content. Then social, email, even print, radio, and tv are extensions. Earlier this year, I read that print, tv, and radio impact what we search. I can’t find that article now unfortunately. I’ve been telling companies this for years. We can impact what consumers search by creating consistent, quality content that is memorable. By consistent, I don’t mean duplicate content either. But if a phrase that is easy to remember is repeated in all your marketing collateral and consumers hear and see it, don’t you think that will impact what they type in Google? This isn’t rocket science. It’s common sense. So integrating all your marketing efforts is going to take your 2015 marketing budget a lot farther. I recommend having your SEO manager review or all marketing collateral before it goes out.
Digital Marketing Training
This plays off the whole integrated marketing trend we’ll see. I started doing this with two companies this year. For people like you or me, we get digital marketing. We understand its complexities. But others don’t. So educate them. Provide them with training. It doesn’t have to be in depth or super detailed, but enough that they can do their jobs more fluidly and improve the overall process flow. I found that teaching cross functional teams creating content with the basics of SEO was super helpful. It saved me time. It saved them time. More importantly, it created a team atmosphere and everyone felt unified.
So that’s what I have for my predictions for 2015. Just make sure you’re fluid and flexible…as always.