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Challenges Opportunities 10 Trends to Define 2015 in Marketing Presented by Matthew Haskell – Corporate Marketing Manager, SourceLink

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Trend 1- Wearables take on marketing significance, especially in retail Smartwatch use will extend far beyond telling time Location-based marketing stands to explode “Point of Purchase” marketing potentially turns into a bidding war What to expect:

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Trend 2- Trust in technology and seamless payments offer new avenues for marketers Apple Pay and Google Wallet finally hit the mainstream Trust in technology to handle sensitive information grows by leaps and bounds Becoming “top of wallet” becomes enormously more important, with banks vying for the coveted seamless payment slot What to expect:

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Trend 3- Permission-based mobile marketing to explode, while becoming less intrusive Wearables shorten the buying process Opt-in marketing overtakes push marketing, and messaging evolves to be less intrusive How offers are positioned takes center stage What to expect:

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Trend 4 – CRM/database applications find synergy with social and mobile Mobile and social media interactions begin to tie to marketing databases Opt-in strategies enhance robust customer profiles IP addresses correlated with individual records and zones increase personalization What to expect:

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Trend 5- Recognition software grows by leaps and bounds, thus reinvigorating print marketing Tools like Amazon’s “Fire” allow multiple media to be scanned by smart devices for interactive advertising Augmented reality with direct marketing takes on new significance Native integration of recognition software shortens the path to conversion Electronic couponing impacted by print’s ability to offer tactile delivery methods to mobile devices What to expect:

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Trend 6- Gamification goes beyond badges Loyalty programs creep into spaces outside of grocery stores Gamification takes on new meanings, and has real financial implications Look for “Seamless Loyalty” to accompany wearable technology Social media and gamification work together to reward “experts” in certain niches What to expect:

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Trend 7- Predictive analytics becomes bedfellows with business intelligence Decisioning and marketing to be reliant on predictive analytics Business intelligence goes beyond reporting, to actually predicating the next logical step or touchpoint Real-time interactive and mobile dashboards visualize behavior modeling What to expect:

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Trend 8- Native advertising and mobile spend see double digit growth increases in 2015, and cross-channel integration becomes top focus for advertisers Advertisers stop seeing social media as “free” Social ROI takes center stage, and allows for richer view of individual customer Consumer desire for experiences to be genuine and “truly social” leads to further regression of push marketing What to expect:

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Trend 9- ROI-driven advertising channels, such as digital and direct, overtake spend on broadcast-based channels Volume direct mail will remain key in consumer marketing and ROI Multichannel attribution takes center stage, with more funds going towards direct response channels Digital channels that can track direct attributions move to top of fold Modeling and analytics become key focuses for CMOs What to expect:

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Trend 10- Second screens and variable advertising find synergy Advertisers reach “second screens” (mobile devices) with tailored advertising The key is how the second screen is interacting with the television or game system Look for personalized television experiences, as cable and streaming providers learn more about their demographics Gamification elements build brand and customer loyalty What to expect:

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Thanks for viewing this slideshow! Good luck with all your marketing initiatives in 2015, and for a more detailed breakdown of all of these topics, one-by-one, stop by http://www.bit.ly/10Trends2015 www.sourcelink.com