Luați și puneți articolul ăsta cu trenduri de marketing pentru 2015 la bookmarks, practic cam toate tendințele despre care se va vorbi în următorul an în materie de promovare online se învârt în jurul celor 15 enumerate de Brand Keys.

Clienții au tot mai multe așteptări, vor produse personalizate, servicii și experiențe adaptate nevoilor proprii, iar internetul crește puterea consumatorilor, care pot dialoga mai ușor direct cu brandurile. Gradul de interacțiune dintre consumatori și branduri va fi indicatorul corect al activității online, trecând peste numărarea like-urilor, care pot induce în eroare.

Vești proaste pentru marketeri și oameni de PR – clienții așteaptă răspunsuri în timp real de la branduri pe internet, ei nu postează un mesaj pe pagina de Facebook a brandului preferat pentru a primi răspunsurile peste o săptămână.

În ce privește comunicarea brandurilor, contează emoțiile generate în rândul clienților, comunicarea devine tot mai emoțională. Poate de aceea vedem tot mai multe reclame care fac apel la sentimente și tot mai puține care prezintă caracteristicile produselor și serviciilor. Nu mai cumpărăm produse, cumpărăm experiențe.

În final rămâne valabil ce spuneam și prin 2010, au de câștigat brandurile care știu să spună povești, indiferent de platforma prin care comunică, online și offline.

Trendurile de marketing pe 2015:

  1. Everyone of a Kind: Consumers will crave more and expect more customized and personalized products, services and experiences. This will be fueled by. . .
  2. Magnified Human Technology: Digital and mobile in all forms will fuel the sense of empowerment and possibility for consumers.
  3. Real Brand Engagement: With awareness a given, marketers will link “engagement” to how well the brand is perceived versus their category’s Ideal, rather than just counting “likes” or leveraging imagery.
  4. The Everything Expectation: The ability for brands to measure real, unarticulated, and constantly expanding emotional consumer expectations will provide advantages to engage, delight, and profit.
  5. Real-Time Becomes Real Important: Increased real-time brand expectations will spread to product availability, delivery, and customer service.
  6. It’s Still The Brand, Stupid: Increased consumer expectations will increase perceptions of products/services as commodities. Brands will need to differentiate and stand for something meaningful, emotional, and important to consumers. Oh, and. . .
  7. Category is King: To engage those smarter, high-expectation consumers, brand wills need to be smarter about category-specific emotional values that they can leverage and believably own.
  8. Brands Will Get Emotional: Successful brands will need to identify emotional values in their categories and use them as a foundation for meaningful positioning, differentiation, and authentic storytelling.
  9. Non-Fiction Storytelling: Storytelling is fine, but the stories brands tell must reflect real brand values and category realities that differentiate and meet consumers’ believability criteria, otherwise marketers will end up entertaining rather than engaging.
  10. The Closing of the Showroom: The consumer will use 5+ online sources to facilitate actual purchase decisions, reducing reliance on traditional brick-and-mortars retail. But having identified that trend. . .
  11. High-End Shoppers Expect High-Tech Shopping Experiences: Retail will include a seamless transition from human-only service to digital assistants and virtual valets. Watch for more RFID, beacons, and touchscreens to supercharge the retail-shopping experience.
  12. Much More Multiculturalism: As ethnic groups grow, brands and retailers will integrate a sense of culture and culture-specific brand experience with all forms of outreach.
  13. Online Authenticity: As ‘The Internet of All Things’ matures, consumers will expect greater security as regards personal purchase data, which will act as a confidence builder for online sources and the brands using them.
  14. Dead-On Digital: Brands will shift their digital platform question from “should I be here?” to “what should I do now that I am here?” with success linked not to just outreach alone, but contextual relevance.
  15. Going Native: Content marketing will continue to become a specialty unto itself. Tools like Digital Platform GPS can optimize placement and resolve issues related to native advertising and shorter consumer attention spans. Metrics will move away from counting the number of views, sharing, and likes, toward real engagement (see Trend #3).

Mai aveți ceva trenduri de adăugat pe lista pentru 2015? 🙂

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