New Report Predicts Emerging Marketing Trends For 2015
Brands will increasingly embrace new technologies to help them create powerful, personalised experiences for consumers. This is the key prediction from ZenithOptimedia in its latest consumer insights report 2015 Emerging Top Ten Trends.
In the global study, ZenithOptimedia looked at how new technologies are set to impact retail, media and entertainment and how brands are likely to leverage these innovations to create personalised consumer experiences as part of their communication strategies. Focusing on how changes in technology are set to change behaviour among Millennials, we assessed the new types of personalised experiences that brands might create along the consumer journey to better engage this audience. We have distilled these owned media-fuelled experiences to 10 key emerging trends.
Video Explosion: Branded content on demand ZenithOptimedia expects online video to account for 12% of all digital ad spend in 2015. With some consumers abandoning traditional TV entirely, online video is going to emerge as a mainstream alternative to linear TV. More brands will become content creators, partnering with online celebrities to create video content tailored for specific audiences.
Proximity marketing: beacons light the way Proximity marketing has been around for a while, but is set to move to a new level with the introduction of beacon technology – a low-power radio transmitter that sends Bluetooth signals with real-time information to customers’ smartphones. Brands will increasingly use this technology to provide consumers with relevant offers and services and to create localised experiences.
Retails scents: the smell of success Pioneering brands are tapping into advances made in the use of scents and fragrances to change moods, enhance emotions and create experiences. Book publishers are starting to experiment with fragrances aligned to specific chapters and the Ophone enables you to send scented messages.
Social personalisation: beyond friend recommendations Friend recommendations on social media have been helping to drive brand choice for several years. However, we believe this phenomenon will move to a new level this year, giving rise to ‘social personalisation’. Supported by brands, people will be able to take greater control of the creation of personalised online consideration lists and in the identification of people that give them recommendations.
Custom-fit: technology drives personalisation Technology that enables people to customise their favourite products will move further into the mainstream this year. At CES 2015, we saw an array of affordable 3D printers that will hit the high streets. This is a real game changer, putting consumers in far more control of the way that they engage with brands and personalise products.
Photoshop: from image to purchase While attention is rightly focused on the growth of online video, technological innovations are turning online images and the ‘visual web’ into a powerful means of personalised shopping. Sales channels are starting to be built behind image sites, and brands will be investing in higher quality visuals to engage consumers through the likes of Pinterest.
Swipe right to shop: mobile interfaces cross genres Pioneered by dating apps such as Tinder, the interface that enables you to swipe right for like is becoming so commonplace and effective that it is being adopted by other online sectors, such as fashion retail. The simple ‘like’ functionality is being used to help people create personalised consideration lists.
Smart sensors: automation becomes reality Sensors are increasingly enabling us to connect with an ever larger number of devices around us, and this heightened connectivity is helping us to automate our lives. While much of the discussion in recent years has been of future potential, the affordable reality of sensor-enabled connectivity was clear for all to see at CES 2015. Connectivity and automation is set to enable brands to create online, concierge services for consumers, driving personalised engagement.
Brand Storytelling: technology changes the plot Brand storytelling is set to become far more immersive with the integration of different types of media, made possible by new interactive technologies. Consumers will benefit from seamless integration of content across devices. Brands will be able to tell better stories using carefully tailored content that works across multiple platforms.
Geotainment: socialise your surroundings Millennials are increasingly looking to engage with their environment and surroundings and geolocation technology is being adapted to facilitate this. Brands will discover new opportunities to use location-based messaging or create immersive location-based experiences.
Linda Tan, strategic insights director, said: “Brands that are increasingly focused on their ‘purpose’ are set to benefit from a range of emerging technologies that will enable them to create more authentic and valuable experiences for consumers. Creating personalised experiences across the consumer journey will become critical for brands seeking sustainable return on investment.”
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.