Winter 2015


INSIGHTS TALKING POINTS » Marketing Arrivals and Departures


Four experts across a variety of marketing disciplines tell us what’s coming and going in 2015.


RETAIL MARKETING


Joe Duncan SVP, Group Executive Producer, Retail Production, Leo Burnett


COMING: Digital at retail is the first area to watch. Mobile ability has been greatly enhanced with near field communication becoming part of the majority of devices. Utilizing that shopper experience is going to greatly alter the in-store promotional experience.


GOING: The lines drawn historically over categories competing for retail space are now completely blurred. It’s not as simple as Coke and Pepsi fighting over the same space anymore. Retailers are taking control of their space and the shopper experience. That’s creating more permanent displays and “store-within-a-store” executions as brands look to become a partner with retailers to mutually grow their businesses.


CONSUMER PACKAGED GOODS


Brian Groves Chief Marketing Officer, U.S. Pfizer


COMING: As we work to expand our digital footprint, we see a huge opportunity to generate superior insights going forward. The keys are acquiring the right data and having the internal capability to leverage it. Ninety percent of insight work starts with asking the right questions and knowing where to look for guidance.


GOING:


Social listening as a broad concept is on the decline. It can still be important for reading brand health, sentiment, and cultural momentum, but it has limitations. We tend to use it in a supplemental manner.


SOCIAL MEDIA


Kevin DeShazo Founder Fieldhouse Media (Provides social media


education, monitoring, and strategy for collegiate athletic departments.)


COMING: We should see marketers have a targeted approach on the social platforms that matter most for their organization. Marketers fear missing out, so they jump to every platform in the news, and their content on other platforms suffers from spreading their resources too thin.


GOING: Marketers are realizing they can’t ignore their fans and simply push out terrible content, so if there’s a decline in anything, it’s in jumping on platforms without true goals. Successful marketers are telling their stories, understanding their audiences, and sharing content that matters.


TAKE ACTION IN THESE 5 AREAS IN 2015 Data


Though many believe marketing has advanced more in the last two years than in the last two decades, 2015 doesn’t figure to be a year of quantum leaps. Marketing leaders are now focused on maximizing the tools at their disposal— though not necessarily all of them—to be quicker to market and more informed. Researching your consumers, then narrowing down the platforms that will help you create meaningful conversations, is smart marketing. Here’s a look at the areas to stay on top of:


Combine it, simplify it, test it, and use it. The tools now at your disposal make missing the target with your marketing nearly inexcusable. Truly knowing your audience through data allows you to deliver valued, relevant content, which leads to sales.


Quality Content, Not Quantity


It’s not, “How much?” It’s, “How relevant?” Video, in-depth blog posts, infographics— which medium do your consumers respond to, and what information do they want? Remember, it’s not always enough to inform without entertaining.


CONTENT MARKETING


David Meerman Scott Content Marketing Expert/ Speaker/Author


COMING: I’ve become a big fan of SlideShare as a way to share valuable content, and I think this delivery channel will grow significantly in importance in 2015. As an example, I released a SlideShare and it generated 110,000 views in just one month.


GOING: It’s all about real time now. Get out of campaign mode and start engaging with the market in a real-time way. Don’t talk about your company and its products. Create content that educates, entertains, and informs.


NEWS | REVIEWS | IDEAS | OPINION |


Microtargeting


The old goal of finding a message that reaches the masses is passé. Knowing where your audience is—both literally and in the buying cycle—will allow you to optimize content to reach them. A tip: Many will be on mobile devices.


Mobile


See No. 3! A person’s mobile device is always attached to them and can tell you their location. Need more? Sixty percent of people open email for the first time on their phone. You need to define how mobile marketing fits into your marketing plans.


Remember the Basics If vintage clothing can be cool, why


not vintage marketing? Direct mail is back after being shoved aside by digital marketing. Why? The ability to integrate interactive content with state-of-the-art management and analytics has combined the two mostytics has combined the two most powerfu marketing platforms—prin and digital.


erfull marketing orms—print digital.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20