What's coming in 2015?

19 Dec 2014

12. Digital Disruption: the mega-trend

Think of Disruption as Market Making – getting rid of inefficient intermediaries. For example, Google aims to provide the fastest pathway to information, and increasingly, the services you want (or those Google wants you to find). This has profound implications for all business. Read on to see what this mega-trend means for:
  • Marketing
  • Media
  • Retailing to customers

11. Explosion (and aggregation) of Marketing Technologies

Busy. Bamboozling. Confusing! This is the marketing technology landscape today. And you need to understand it.

10. We can buy Audience, not Media

This is a big one and it could save you money.

“Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves human negotiation. It’s efficient and it's clever. Programmatic buying serves up the right ad at the right time based on a web user's behaviour.

Make sure you get the insights and value
Last year, programmatic buying, accounted for 10 per cent of media buying agency revenues... And 35% of their profits. Telstra and Commonwealth Bank are setting up internal “Trading Desks”.

Make sure your organisation is getting the benefit of automated marketing – not just the intermediaries.

9. Social and Search become "Pay to Play"

We've been saying it for some time now. Social Media organic reach is much diminished and organisations will have to pay for ads if they want to achieve the same reach as previously offered free via social platforms and organic search.

8. Ubiquitous Mobility

One billion people will use mobile as their only form of internet access in 2015!*

User experience is everything in mobile and the focus must be on sophistication and simplicity. The marketing “real estate” is also constrained and Google will give priority to paid search, making current SEO strategies less effective over time.

* Ovum, The Future of broadband: Fixed-Mobile Convergence & The Future of Broadband: Fixed-Mobile Substitution

7. The rise of "Owned Media" in the Owned, Bought, Earned equation

Owned media (your content, website, blog, social platforms, eDM) allows you to build longer term relationships, on your own platforms, with existing and potential customers. You can, in effect, build your own media channel to engage an audience – an alternative to continually “renting” an audience from media companies via paid advertising.

6. Content Marketing

"Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it." Content Marketing Institute

This goes hand-in-hand with trend 7, above.

5. Ecommerce

September 2014 was the most disruptive month for the Financial Services industry to date.

In Australia in 2015 we’re expecting to see the application of the iPhone 6's one-touch-to-pay functionality.

No need for a card to tap and go, let alone a wallet with cash and cards. Once your bank account details have been added, you simply hold your phone near the contactless reader (with your finger on Touch ID) and a subtle vibration will let you know that payment has been made.

4. Omni-channel and the Internet of Things

The Internet of Things sounds like it's from a future sci-fi film but it's coming faster than you think. Imagine this - you've just jumped on the bus after work, the phone in your pocket tells your heating system that you're half an hour away from home so it turns itself on so the room is nice and toasty when you walk in.

It will be like applying the smarts that make a “Fit Bit” work to the contents of your home.

3. New, Old Media - 2015 a tipping point?

Netflix, TV and newspaper companies launching streaming media services and newspaper company digital audiences exceeding print for the first time. Will this year mark the end of the media as we knew it?

2. Data Everywhere

At its best, organisations can know you and anticipate your needs based on your behaviour and directly expressed preferences now stored and “fused”. At its worst, you’ll be stalked online by ads for stuff you’ve already bought or decided you don’t need.

1. The age of the connected customer

It’s what it’s all about, really. You!

Merry Christmas from all of us at Komosion and see you in the New Year.