New Report Predicts Emerging Marketing Trends For 2015

Technology in the hands of businessmen
SHARE
THIS



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.”
 

 

 

 

 

 

 

 

 

 

 

 

Please login with linkedin to comment

aime will.i.am

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.