It’s that time of year again when you start planning on how your marketing efforts will support your business goals. To help you get the most out of your marketing time and budget, let’s look at three key trends that will change the way you get your message to you customers in 2015.
While storytelling has always been a powerful medium for communicating an idea, 2015 will see a greater emphasis on creating written and visual content that tells a story. Customers are inundated with marketing messages everywhere they look, so not only is there a lot of noise to compete with, more and more people aren’t listening. So to get above the fray
in 2015, turn to more effective storytelling presented in new ways, like Vine or Flipagram.
This doesn’t have to be complicated. The Center for Animal Research and Education (C.A.R.E.), for example, is incredibly effective at simply telling the stories of the animals they rescue regardless of the platform they use. Tips and tricks are great, but good storytelling creates an emotional bond and makes people care. And when they care, they share helping your content go viral.
End of Free Reach
With the ubiquitous use of digital marketing, 2015 will see the end of free reach. Paid advertisements will become the most effective way to reach your audience so knowing your customer will become more important than ever if you’re going to ensure your ad dollars are being well spent. Take a fresh look at your analytics to see where you can draw new insights that will help segment your audience better, like by behavior and where they are along the purchase journey, rather than just demographics.
While segmentation is important, creating buyer personas will help ensure a higher ROI on your paid advertising. Personas help you understand your key customer segments, their demographics, behaviors and values, so you can make sure you’re reaching the right customer at the right time with the right message.
Wearables Take Off
According to PWC, 20% of Americans already own a wearable device and with a high adoption rate, 2015 will see this new technology take off. So this year is the perfect time to start experimenting with marketing in a wearable age testing strategies like location-based
marketing, and designing quick stories that fit easily on an iWatch.
Depending on your business, you may also consider playing with augmented reality. There are a lot of really cool ways to use augmented reality, and before you think you can’t afford experimenting with this type of technology, check out self-service platforms like Layar and Zappar which offer free trials that make simple augmented reality implementations easy and accessible for anyone.
Effective marketing is critical to small businesses and by including these three trends into your 2015 planning, you will help ensure your marketing time and money is used efficiently and effectively so you can have a successful small business in 2015.