8 Trends That Will Make 2015 The Year Of Digital Recalibration (And Déjà Vu)

8 Trends That Will Make 2015 The Year Of Digital Recalibration (And Déjà Vu)
SHARE
THIS



This year marketers need to be taking a look back at what they’ve learnt, says Adam Vincenzini, founder and managing partner of social media agency Kamber.

Typically, trends and predictions are supposed to be sexy. They’re supposed to cite the next big thing. They are supposed to be so exciting that they almost become confusing.

I better apologise now because the following isn’t very sexy.

Why? It looks back more than it looks forward.

After five plus years of infinite digital growth and innovation (especially due to the social media explosion), the time has come to take stock, embrace the lessons that have been learnt, and use them to develop smarter solutions (which will give creative thinking more chances to shine).

I really think 2015 will be the year of digital recalibration (with a tiny sprinkle of déjà vu).

There are still so many existing digital challenges that haven’t been solved, and without addressing those things, going after the next big thing is futile.

Obviously, each organisation is at its own level of digital maturity, and some might be well placed to hit the accelerator pedal, but it isn’t the norm.

So, here’s a collection of thoughts about 2015 which had every intention of being sexy, but ended up a little more reserved.

However, I hope they are useful nevertheless.

1. ‘Always on’ vs. campaigns – getting the balance right still eludes many

  • This isn’t unique to 2015, but it has become a lot more apparent of late
  • The big flashy ideas will normally illicit the most emotional responses from brand guardians, but without a solid ‘always on’ program in place, campaign ‘spikes’ can be futile
  • Taking the hard road, spending a sustained period of time building authority, and THEN adding the campaign layers is the formula for success in 2015 and beyond
  • If the future is invested in now, success is likely to occur with greater regularity later

2. ‘Borrowing’ influencer audiences – what happens afterwards?

  • “That beauty vlogger has how many subscribers??!”
  • There is nothing wrong with third party publisher collaboration, but it’s often a short term fix
  • If that path is taken, a long term outlook is required – can it be a two-three year partnership?
  • Expect to see more and more influencer partnerships in 2015, especially from media buying agencies who are partial to dangling the ‘reach’ carrot
  • Collaboration is great, but it shouldn’t be at the expense of developing channels and audiences you own

3. How much budget should we allocate to content promotion? But we’ve been spending…

  • A very common question: “What should be spent on content promotion?
  • Without knowledge of context, objectives and benchmarks that question is impossible to answer
  • The simple answer, which isn’t a bad thing, is that a promotional spend must be part of your 2015 toolkit (but that isn’t breaking news)
  • As more is learnt about paid content promotion by businesses of all shapes and sizes, better decisions will be made
  • Expect to see benchmarking and testing preached louder and louder in 2015 (and rightly so)

4. Is that what good really looks like?

  • An assumption is required here (please don’t hold it against me)
  • The social media thing happened, agencies were engaged, different stories were being sold by different people, and real proof was in short supply
  • ‘Good’ was (and still is to a degree) defined by the soft vanity metrics – likes, engagement rates etc
  • In reality, ‘good’ is ultimately defined by a hard and soft metric ‘cocktail’ and whether or not those targets are being met
  • Agencies are being challenged more as knowledge increases (and this is a good thing)

5. Every agency is a content agency, right?

  • Many are, and many do it very well, but making content work in the participatory media age is influenced by so many factors
  • Content also comes in so many shapes, sizes and formats
  • Most importantly, great content ideas aren’t enough on their own, they need to consider the needs and preferences of the online participant
  • On the surface, this doesn’t appear to be happening with enough regularity
  • This approach, and associated skill set, is in short supply

6. Is this social media caper really right for us?

  • The participatory media landscape is naturally suited to the three F’s: Food, fitness and fashion (just ask any Instagram user)
  • It doesn’t mean others can’t thrive – technology-based brands are naturally suited to regular publishing as ‘news’ is never in short supply
  • But, is the social media thing really doing anything beyond placating senior management? Do other methods of marketing and communication deliver more impact?
  • In 2015, we might (and should) see some brands pump the breaks, instead of hitting the accelerator, which reverses the recent trend

7. Channel or content? It should be an easy answer…

  • It still appears (in some places) that channels are considered first and content second
  • That’s backwards, without having anything valuable to say being active is counter productive
  • If the right content strategy is in place it wouldn’t matter if Facebook died tomorrow because an adaptable long-term view has been taken
  • Could 2015 be the year for really getting it right? Only time will tell.

8. Ready, fire, aim (yes, that is in the right order)

  • We operate in the most fluid and fast-paced era ever and the following isn’t intended to throw all strategic thinking out the window
  • Obsessing about getting your ducks in a row for too long almost certainly means you’ll never have them ready because something will change
  • This is a huge challenge across all business departments, but especially across the digital disciplines
  • Adapting to changes from people and platforms alike (as they occur) is something that needs to be preached (and accepted) with more regularity in 2015
  • Start, test the waters, learn from it, and then roll out with greater fervor. The longer the delay, the harder it can get

Wrapping things up

It is my hope is that what you’ve just read isn’t another guest at the echo chamber hotel.

However, I do think that the all challenges addressed and the questions posed are important ones.

The fact that they aren’t especially earth-shattering potentially adds to their weight – common questions are common for a reason.

The digital recalibration has begun and could be THE key theme of 2015.

 

 

Please login with linkedin to comment

Latest News

Projucer Unveils Content Production Slate For 2018
  • Media

Projucer Unveils Content Production Slate For 2018

Australia’s purveyor of original programming, Projucer, has announced an array of new multi-platform TV shows, digital content and exponential production studio growth. From Jack Stein (yes, Rick Stein’s son) taking British cuisine across 10 different countries on Inside the Box, to a Veterinarian operating out of the remote Western Australian desert for Desert Vet, Projucer […]

Blue 449’s Sonia Pitchuev Recognised In Google’s Performance Honours Comp
  • Advertising
  • Media

Blue 449’s Sonia Pitchuev Recognised In Google’s Performance Honours Comp

Blue 449 is celebrating Sonia Pitchuev’s recognition in the Megastar category of the Google Performance Honours. Google Performance Honours is a competition aimed at spotlighting our next media superstars and highlighting the online campaign work by agencies across Australia and New Zealand. Each individual competes on their own merits by submitting a case study of […]

MLA Forced To Pull Latest Lamb Ad By The Monkeys After Ad Watchdog Overturns Decision
  • Advertising

MLA Forced To Pull Latest Lamb Ad By The Monkeys After Ad Watchdog Overturns Decision

The Advertising Standards Bureau (ASB) has spectacularly U-turned on its original decision regarding the latest lamb ad put out by The Monkeys for Meat & Livestock Australia (MLA). The ad, which features a number of historical religious figures including the Hindu god Lord Ganesha, was cleared by the Advertising Standards Bureau (ASB) in September following […]

by B&T Magazine

B&T Magazine
Hardys Wine Stokes The Ashes Fire In New Campaign Via The Station Agency
  • Advertising
  • Campaigns

Hardys Wine Stokes The Ashes Fire In New Campaign Via The Station Agency

To coincide with the Ashes cricket series, Hardys Wine has delivered the opening salvo in what is sure to be a keenly contested battle on field, with a little bit of fun at the expense of the Poms off it, in a new integrated campaign. For five generations, the Hardy family has made it their […]

Salesforce Launches Data Studio With Southern Cross Austereo & Mamamia
  • Marketing

Salesforce Launches Data Studio With Southern Cross Austereo & Mamamia

Salesforce has announced the launch of a data sharing platform with partners Southern Cross Austereo (SCA) and Mamamia designed to connect data owners with buyers and create new marketing opportunities for audience discovery, sharing and activation. Part of the Salesforce Marketing Cloud, Salesforce Data Studio enables marketers to expand targeted reach with valuable audiences, provides […]

Pedestrian.tv Partners With Domain To Launch Home Content Vertical
  • Media

Pedestrian.tv Partners With Domain To Launch Home Content Vertical

Aussie youth-focused publication Pedestrian.tv has bolstered its lifestyle offering with the launch of its Home vertical, with Domain signing on as launch partner. Pedestrian Home will deliver content focused on homewares, hacks for sprucing up your space, a peep inside the amazing homes of well-known Aussies, as well as covering the real estate news and […]

Zenith Makes Two Senior Appointments
  • Advertising
  • Media

Zenith Makes Two Senior Appointments

Kylie Sneddon & Mark Johnson stamped Zenith 'movers & shakers' after promotion. Not like to their forehead or anything.

Photoplay Signs Director Frazer Bailey
  • Media

Photoplay Signs Director Frazer Bailey

Boutique production company Photoplay has announced the signing of award-winning comedy performance director Frazer Bailey for representation in Australia and New Zealand. Bailey won Gold for Direction at the BADC Awards for the hilarious Air Asia escapism campaign ‘Come Back Refreshed’ via Publicis and Silver for Millionaire’s Run ‘Prince of Nigeria’ through Brainheart. He has […]

Cornerstone OnDemand Appoints FORWARD Agency As PR Partner
  • Marketing

Cornerstone OnDemand Appoints FORWARD Agency As PR Partner

FORWARD Agency announced that they have been appointed by Cornerstone OnDemand as its PR agency of record for Australia and New Zealand. Cornerstone provides cloud-based human capital management software to help organisations realise the potential of the modern workforce. The appointment will see FORWARD working across all of Cornerstone OnDemand’s PR activities, including media relations, […]

Brisbane Agency P4 Group Celebrates Growth With A Rebrand
  • Marketing

Brisbane Agency P4 Group Celebrates Growth With A Rebrand

Brisbane-based PR and marketing agency P4 Group has today launched a new look and feel to align with its recent growth, with its team and client base almost doubling in the past year. Expanding its service offering to genuinely deliver on the integrated agency promise, P4 Group has grown its team of 15 to 26 […]

Retail Software Player Vend Moves Into AI As Part Of Platform Revamp
  • Marketing
  • Technology

Retail Software Player Vend Moves Into AI As Part Of Platform Revamp

Point-of-sale (POS) retail software company Vend has taken its first steps into AI to help retailers grow and compete as part of a major platform refresh. Dott aims to help retailers make better decisions about their stores and how to grow, bringing the much talked-about promise of AI to life for retail. Neither male nor […]

Enough With Your Shitty Videos Already
  • Opinion

Enough With Your Shitty Videos Already

Is a cat wearing a party hat filmed on your phone the extent of your video production? Read this for all our sakes.

Opinion

by B&T Magazine

B&T Magazine
Bauer’s Christian Fricke Resigns As MD Of Xcel Media
  • Media

Bauer’s Christian Fricke Resigns As MD Of Xcel Media

Further to today’s news that Bauer Media will close three of its magazine titles, the publisher has announced the resignation of Christian Fricke, managing director of Bauer Xcel Media. According to a statement sent to media, Fricke, who had been in the role a mere 18 months, will return to Germany for family reasons. Commenting on Fricke’s departure, Bauer Media […]

Former Aussie Cricket Captain and photography enthusiast Steve Waugh for SnapSydney.  Picture: John Appleyard
  • Campaigns
  • Media

News Corp Expands ‘Snap Australia’ Campaign To Regional Titles

News Corp’s award-winning Community Media’s ‘Snap Australia’ campaign continues to build momentum. ‘Snap Australia’ is a social media movement that celebrates what Aussies love about where they live. The feel-good factor of the initiative has extended into each capital city and into News Regional Media, with an additional 18 regional publications joining the initiative. Today […]

Virgin, Yellow Brick Road & GoSwitch Flock To Sports Content Platform PlayersVoice
  • Marketing
  • Media

Virgin, Yellow Brick Road & GoSwitch Flock To Sports Content Platform PlayersVoice

Six weeks after its launch, sports content platform PlayersVoice is winning the hearts and minds of consumers and brands. Established as a platform for rich and raw first-person sports storytelling, PlayersVoice has created an environment where elite sportspeople feel comfortable sharing their thoughts, hopes, dreams and fears, shining a light on ‘The Human Behind the […]

Red Agency Grows Partnership With The Whiddon Group
  • Marketing

Red Agency Grows Partnership With The Whiddon Group

NSW aged care specialists The Whiddon Group – a longstanding PR and social client of Red Agency – have widened their remit to include content, paid social and SEO in line with the evolution of the aged care sector. Whiddon, which celebrates its 70th birthday this year, delivers care services that enable quality of life […]

Image lead story Toby’s Estate Taps Influencers To Launch First Concept Coffee Range
  • Campaigns
  • Marketing

Toby’s Estate Taps Influencers To Launch First Concept Coffee Range

Toby’s Estate Coffee Roasters has launched its first ever concept coffee range – the Underdog Series. The series shines a spotlight on the world’s relatively unknown, but emerging specialty coffee producing regions. The Australian business leads the local market in selling specialty coffee from regions including Uganda, Malawi, Mexico and Myanmar. For the first time, […]

Image lead story Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers
  • Marketing

Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers

Locally-sourced Australian brand The Smokeman Brothers, has hit shelves with packaging mastered by independent creative agency Our Revolution. The Smokeman Brothers is different to your average deli meat. It is a range of premium crafted meats, made in Australia, and authentically smoked using sustainable timber sourced from the Victorian Highlands and The Riverina regions. Our […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]