The marketing landscape is changing so rapidly these days that it’s hard to tell exactly where the road is going to turn next. But with some careful preparation and some sound strategic planning, you can steer your marketing campaigns in the right direction. Here are a few of the biggest changes to the marketing landscape to look out for in 2015 and how you can prepare for them:
1. The new goal of marketing — personalization.
A funny thing has happened to the marketing landscape in recent years – the rapid growth of technology has enabled all of us to be more connected than ever before, and perhaps because of this, marketing has begun to take on a more personalized approach. People want to feel like their needs are being directly addressed, so whether it’s a localized personalization that caters to demographic or regional interests, or a more individualized personalization that addresses the needs of the individual based on careful targeting and highly specific messaging, the new marketing landscape in 2015 will feature a lot of heavily personalized communication.
2. Authenticity is the key to a consistent brand image.
When it comes to marketing, authenticity has always been a key component to an impactful campaign. However, the evolving marketing landscape of 2015 will place a heavy emphasis on authenticity as a way of establishing a consistent brand image. It’s important for marketers to understand what their audience values and to create content that reflects those values. Many people no longer have the patience or tolerance for the smoke-and-mirrors tactics of the past, and companies that emphasize authenticity and transparency will have a greater shot at reaching more people with their messaging.
3. Simplify, simplify, simplify.
Shorter attention spans and increasingly mobile browsing habits are quickly making complex marketing campaigns obsolete. In 2015 and beyond, the name of the game will be simplicity. Increasing brand awareness with a simple, yet powerful, message will be the most effective way to have an immediate impact on your targeted audience. Simplifying your message also means creating meaningful content that provides value, to optimize customer engagement and open up the communication channels between you and your targeted audience.
4.Leverage new technologies to stay ahead of the game.
New technologies are being developed so rapidly that it’s hard to keep up – every second it feels like another new device hits the market that aims to revolutionize the way people communicate and consume content. While it may seem like an impossible task to keep pace with all of these new technologies, it’s important to leverage these platforms whenever possible, even if that means going outside of your typical comfort zone and abandoning some of your safer, more traditional marketing tactics.
5. Mobile websites are the future – and the future is now.
Building or redesigning a website in 2015 means building or redesigning your mobile website as well. Searches made on the mobile web are growing at a much faster rate than searches made on desktop computers, meaning that your web priorities should be making the transition to the mobile platform now – if they haven’t already. Optimizing your website for mobile devices is an important step to take if you want to stay abreast with the ongoing paradigm shift from desktop to mobile browsing and if you want to reach the largest audience possible with your messaging, you’ll need to make sure that you can reach them on the platform where they spend the most amount of time.
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