Technology is driving an unprecedented change in consumer behaviour. The marketing landscape is changing at a great pace, so how should you be adjusting your marketing plans accordingly?
We thought we’d take a look at what you should stop doing in 2015. Just because something has worked for you before, it does not guarantee it will continue working as effectively this year.
There is an old saying: ‘fish where the fish are’. Your customers are now spending more time on-line than even just a few years ago. According to a recent survey in the US, the percentage of time spent on digital is now over 46% and TV is only 36%. You also need to consider multi-screen activity. So rebalance your efforts away from traditional channels.
Jeff Bullas sums this up nicely when he says “Unlearning old habits is hard”. “The difficulty lies not so much in developing new ideas as in escaping from old ones” – John Maynard Keynes.
Social media has got very crowded from a brand perspective. Coined the ‘content shock’ a year ago by Mark Schaefer, it means that more and more brands are pushing quality content out there. Of course if you have epic content like Red Bull then you’ll be sure to rise to the top, but most brands are going to struggle. You will definitely need to ‘pay to play’ in 2015. Stop posting content into Facebook like you used to do in the good old days. No-one will see it unless you use Facebook’s sponsored tools or their excellent targeted advertising functions.
Newsflash. More of your customers will be accessing your information from a mobile device in 2015 than a desktop. OK that’s a huge generalisation but you get the point. It’s time to think of your website, emails, blogs and promotional campaigns from a mobile-first user perspective.
In 1995 I worked for a London based promotional agency. I was given the opportunity to try a virtual reality headset. I headed along to Piccadilly Circus full of excitement, and 20 years later I can still remember the emotion – utter disappointment. Fast forward to 2015 and I was blown away by how cool the Oculus Rift headset is. This probably won’t go mainstream this year. The headsets themselves will be affordable but making a video or interactive experience could be pricey. Brands selling an experience can start to think about how to use virtual reality.
A couple of new social media networks raised their head in 2014. Snapchat and Ello got a lot of publicity, but unless you are a brand on the real leading edge, you should ignore them altogether. You are far better thinking hard about your target market and doing a couple of channels very well.
Marketing is part art and part science. It’s possible that in future someone like Oracle will join all the dots and give you a perfect attribution model. In other words tell you exactly what parts of your marketing budget are working and what are not. That won’t happen in 2015. That’s not a reason to ignore data because data interpreted correctly is invaluable. Equally though data can mislead you. Last click attribution is when you mistakenly believe that the last click is the main reason someone purchased your product. Customers don’t work like that. Not everything is 100% measurable. It’s why marketing is interesting.
Here at Shuttlerock we have been talking about bringing customers ‘home’ for some years and ‘home’ in this instance is your website. A website is not an on-line brochure. Visitors to you site need to be respected by keeping content fresh, relevant and visual.
Shuttlerock is a visual marketing platform – it allows you to get your customers to do your marketing for you. Contact firstname.lastname@example.org for more information.
January 13, 2015.