As you look back on your past year's marketing and start developing plans for the year ahead, now is the perfect time to review some of the expected trends for 2015, so you can begin incorporating them into your campaigns. Here are three trends to consider.
The art of personalization
Developing relationships with prospective customers and nudging them closer to conversion is certainly nothing new. We all know that customers appreciate companies who care about them on an individual basis and take the extra time to address their concerns.
In 2015, however, the idea of personalization will go from a 'nice extra' to a necessity. Consumers have started realizing they're in control of more of the buying experience. They'll continue to seek companies who are willing to give them the more personalized attention they deserve.
Personalization must permeate your entire organization. Customers want to bond with you as individuals, not just as a brand. They appreciate hearing your story, seeing pictures, and learning about the people behind the scenes at your company. While such content shouldn't consume all of your digital marketing, you should take the time to develop a one-to-one relationship with your customers.
The role of data
This is another area that will quickly move from trend to necessity in the coming year. While many at the forefront have already started collecting hard numbers to measure the effectiveness of their marketing campaigns, it will become increasingly important for all businesses to follow that trend in the year ahead.
Digital marketing provides enormous potential for data collection. You can learn about where your page viewers are coming from, what they're doing on your website, what engages them the most, what common characteristics they share, and how much money you're spending for every lead and customer. This information will give you the tools you need to refine your campaigns, pinpoint the weak spots, and find ways to improve your efforts, while reducing costs and increasing the number of customers who convert.
Better internal communication
In 2015, efforts at improved communication will play a big part in planning and implementing digital marketing strategies. When you focus on improving communication between departments, two things happen:
- Employees have a better idea of what is expected of them and how their job fits into the larger company picture. This increases their work satisfaction and the way they present the brand to the public.
- Leads are better managed internally, as everyone has a clearer understanding of the role each team plays in the process. Departments work together in better harmony, and conversion rates improve.
The upcoming year is sure to bring many changes to the digital marketing world. Keeping these three key areas in mind will help you improve your strategies and standing as the new year begins.