what does the crystal ball predict?
TRANSCRIPT
2© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
CONSUMERS GO EVEN MORE MOBILE.
Consumers are no longer searching, browsing and buying solely on desktop or laptop computers. In 2014, U.S.
consumers used mobile devices, such as smartphones and tablets, 55% of the time when going online.1 Mobile
Internet use has surpassed desktop use — and the trend is projected to continue as smartphone sales increase.
Smartphones account for 72% of the U.S. mobile phone market2, and by 2016 that figure is projected to reach
90%.3 Similarly, research firm Gartner estimates that more than 320 million tablets will ship worldwide by the
end of 2015.4 Already, consumers expect to access entertainment, information and content whenever and
wherever they want it — from the desktop computer at work to a smartphone screen on the commute and the
television set at home. As smartphone ownership approaches full penetration and tablets reach more and
more Americans, mobile use will become even more interwoven into daily life.
More screens mean the opportunity for continuous connection to consumers — and more opportunities for ad
impressions that build your brand and help you make the sale. Assess whether you are devoting appropriate
budget to mobile advertising, and work with your media professional to develop online and on-air advertising
that complements your mobile marketing.
1.
In today’s rapidly changing marketing landscape, it is more challenging than ever to keep abreast of the
new trends that can help you grow your business. Never fear: Our crystal ball is here to predict the key
marketing trends savvy business owners will consider for 2015. We’ve also gathered insights from a panel
of experts who share their thoughts on the road ahead.
7 TOP MARKETING TRENDS FOR BUSINESSES As you plan your 2015 marketing budget and strategy, here are the top trends to take into account:
WHAT IT MEANS TO YOUR MARKETING:
55% 90%In 2014, U.S. consumers used
mobile devices 55% of the
time when going online.
By 2016
smartphones
are projected to
account for 90%
of the U.S. mobile
phone market.
3© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
MEDIA CONSUMPTION HABITS CONTINUE TO EVOLVE.
Spurred by the growth of online video and video-on-demand provided by a cable or a satellite set-top-box,
overall media consumption is growing year-over-year. Among consumers aged 18 to 34, for example, digital
video viewing was up 53% in 2014 compared to the previous year.5
The average American watches more than five hours of television every day — and 4 hours and 36 minutes of
that is live television, including commercials. The average American also spends about an hour a day using the
Internet on a computer and an hour and 25 minutes using a smartphone.6 Despite the presence of all of these
entertainment alternatives in the home, television is still the dominant choice for viewing video among all age
groups. In addition, it remains the number-one influence on consumers’ purchasing decisions.7
Rather than replacing traditional television viewing, digital devices are being used as an additional source of
the content customers crave. What’s more, consumers often use mobile devices to multitask while watching TV,
and a growing percentage multitask with activities related to what they are viewing on television. The younger
the consumer, the more likely they are to multitask in this way.8
Use television as the “first screen” to create awareness, and then develop complementary online advertising
and content that drives action. For example, create commercials that encourage multitasking prospects to visit
a landing page on your website.
Find UsOnline
2.
WHAT IT MEANS TO YOUR MARKETING:
4© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
VISUAL MARKETING IS INCREASINGLY IMPORTANT.
With information available 24/7 on their mobile devices, consumers are reaching information
overload. As a result, they are turning to images rather than words as a simple way to get information.
The rise of visually oriented social media channels such as Pinterest and Instagram reflects this
increasing interest in images, as does the growth in online video viewership.
In 2014, 85% of U.S. Internet users regularly watched online videos — including both content videos
and video advertisements. The number of online content videos Americans watched grew by 49.1%
year-over-year, while the number of video ads they viewed surged a whopping 148.5% year-over-year.
In fact, video ads accounted for 33.4% of all videos viewed.9
To cut through the clutter of marketing messages that consumers encounter every day, you must devote
appropriate time and budget to the visual elements of your marketing message. Consider creating “how
to” videos from your business or clever clips that humanize your brand. Never more than now has a picture
been worth a thousand words and a potential new customer.
OMNICHANNEL SHOPPING IS HERE TO STAY.
Consumers use a multitude of information sources to research products and services, browse and buy.
Increasingly, shoppers are not only “showrooming” (viewing products in-store, then purchasing online) but
also “webrooming” (visiting stores, researching products on mobile phones and then purchasing in-store).
In 2014, 28% of consumers used showrooming, while 41% used webrooming.10
As online information sources become more important to the purchasing process, savvy marketers will
reallocate dollars from print advertising to spend more on digital advertising.
But it’s not just about pricing. Many consumers researching your brand online are looking for reviews and
peer insights, too. Consider making great customer reviews the center of your next marketing campaign.
3.
4.
In 2014, 28% of consumers used showrooming, while 41% used webrooming.
WHAT IT MEANS TO YOUR MARKETING:
WHAT IT MEANS TO YOUR MARKETING:
5© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
SMALL BUSINESSES USE BIG DATA IN NEW WAYS.
No longer just for large corporations, the focus of “big data” will shift in 2015 from simply collecting
information to using that information to drive sales. In fact, spending on marketing analytics tools is
projected to grow 60% in 2015.11 However, that doesn’t mean that business owners without the budget
for these insights must be left out in the cold. For example, Google Analytics, QuickBooks and customer
relationship management (CRM) software are among the big data tools you’re probably already using in
your business.
When you place your media buy, ask your sales representative what data can be delivered to accurately
assess the results of your advertising. It’s a great way to evaluate information you may be able to get for free
to segment your prospects and target your marketing messages more narrowly than ever.
What Does Big Data Mean for Business?The phrase “big data” may sound intimidating, but it shouldn’t. For a locally owned business, big data
simply means collecting data about your operations, customers and marketplace and using it to make better
business decisions. A business of any size might gather and analyze such data as:
Gender, age and location
Online reviews
Mentions of the business on social media
Which items customers have purchased in the past
Weekly, monthly and annual sales figures
Big data can include the information your advertising partners
provides about audience segmentation to help you make a media
buy, as well as data about the results of each type of advertising.
Talk to your advertising partners about the data available to help
you make smart choices.
WHAT IT MEANS TO YOUR MARKETING:
5.
Google Analytics, QuickBooks and
CRM software are among the big data tools
you’re probably already using.
6© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
PERSONALIZATION REACHES NEW LEVELS.
Consumers were once suspicious of sharing too much personal information with brands. Today, however, the
majority of consumers willingly trade personal data for benefits such as a better shopping experience, lower
prices or information tailored to their interests. More than three-fourths of consumers will share location data
with brands as long as they receive enough value in return. In fact, 80% want to receive push notifications
about special offers, and 72% are more likely to make a purchase in-store if they get an offer specific to their
interests and location on their mobile device.12
Take advantage of new technology to deliver personalized marketing messages based on consumers’
browsing behavior, prior purchases, searches or location.
6.
80% want to receive push notifications about special offers.
WHAT IT MEANS TO YOUR MARKETING:
7© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
LOCATION-BASED MARKETING BECOMES WIDESPREAD.
Nearly three-fourths of the U.S. mobile phone market owns smartphones13, and the launch of Apple’s
iWatch in 2015 is projected to take location-based marketing to the next level by spurring a surge in
purchases of wearable technology. This will encourage faster adoption by businesses of the wireless
technologies needed to enable location-based marketing on a wide scale.
Already, Wi-Fi, beacon technology, sensors and and other near-field communications allow marketers
to deliver customized messages, offers and information to consumers on the go. As the technology
expands, locally targeted mobile ads are projected to account for more than half of mobile ad
spending by 2018.14
Explore the ability of location-targeting tools and services to customize your advertising using
demographic data about prospects in different locations, such as income, age or home ownership.
Location-based advertising can also enable you to offer relevant information, offers and discounts to
customers at the moment they need it most — when they’re at or near your store or location.
7.
WHAT IT MEANS TO YOUR MARKETING:
8© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
ASK THE EXPERTS:
WHAT’S THE MOST IMPORTANT THING MARKETERS SHOULD DO IN 2015?
“Don’t sacrifice long-term
relationships for gratification
immediacy. In the social age,
relationship capital is the only
currency that matters. Focus not
on eyeballs and impressions,
but on getting to know your
customers and providing
remarkable experiences to them.
At the end of the day, advocacy
is what will drive word of mouth
and additional business.”
—Ekaterina Walker
“Catch up. What practice haven’t
you adopted that you should?
What are the best practices of
big and small businesses in
your industry? What haven’t
you invested in during the past
few years that you should? The
economy is growing again. You
don’t want to be left behind as
businesses, large and small, stop
treading water and start moving
forward.”
—Rieva Lesonsky
“Be mobile-friendly and SEO-
centric. The numbers for the
2014 holiday season are showing
mobile is quickly becoming
the primary way consumers
comparison shop and make
purchases.”
—Rodney Mason
Ekaterina Walker@Ekaterina
marketing innovator and
Global Evangelist at Sprinklr
Rieva Lesonsky@Rieva
CEO of GrowBiz Media, a
media company focusing on
small business
Rodney Mason@paragoinc
CMO of parago, a global
incentives and engagement
provider
Get to know your customers, and
provide remarkable experiences.
9© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
WHAT TECHNOLOGICAL DEVELOPMENT WILL HAVE THE BIGGEST IMPACT ON BUSINESS MARKETING IN 2015?
“Social sharing will continue to
rise; we will see new networks
and technologies around that.
“Mobile is critical. If businesses
don’t have a mobile-friendly
experience, they are leaving a
ton of money on the table; 80%
of customers who search on
mobile end up buying.
“Visual storytelling is becoming
more and more important.
In the age of ‘infobesity,’
visual storytelling is a way to
stand out. So make sure your
content is visual, snackable and
consumable.”
—Ekaterina Walker
“Mobile. There’s no question
consumers embraced mobile
shopping this holiday season
— and that’s only going to
continue. Understand that
Americans of all ages are using
mobile technology, so don’t
underestimate your market.”
—Rieva Lesonsky
“Custom rewards can create a
huge opportunity to fight back
against big business. By creating
their own branded prepaid
cards for rewards or discounts,
they can drive significant spend
back to the business vs. straight
discounts.
“On social media, Facebook is
going to a pay-to-play model,
which will make it harder for
businesses to directly reach
their customers. Using other
social and electronic platforms
to supplement Facebook’s big
shift will be important. Right now,
the best social platforms are
Pinterest, Twitter and LinkedIn,
depending on your goals.”
—Rodney Mason
Understand that Americans of all ages are using
mobile technology, so don’t
underestimate your market.
10© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
IN 2015, HOW WILL THE ECONOMY AFFECT CONSUMER CONFIDENCE AND SPENDING, AND WHAT DOES THAT MEAN FOR MARKETERS?
“Consumer-centric businesses
won’t have to worry about
consumer confidence and
spending habits. If the business
continuously delights people
at every touch point of their
customer journey, they will be
coming back and bringing their
friends.
“It’s not enough for your product
to be solid. And constant
discounts won’t buy you loyalty,
nor will they bring profit; 90%
of organizations today compete
almost entirely on customer
service. Figure out how you can
show customers that they matter,
and enable amazing experiences
for them on consistent basis. Help
them create memories, and they
will take care of your bottom line.”
—Ekaterina Walker
“The economy is improving,
and wages are going to start
catching up. People are ready to
spend. Younger Millennials are
entering the age of marriage and
childbirth, which always means
money being spent.
“Consumer confidence is up.
People are feeling better. Bigger
businesses are aware of this —
and marketing heavily. This is the
time to be more aggressive, to
take it up a notch and invest in
your business.”
—Rieva Lesonsky
“Our research shows the U.S.
consumer is continuing to get
back to the lifestyle they once
enjoyed. Anything businesses
can do to help them gain back
more time will drive more
business and protect margins.
Convenience, value-added
services and customized items
drive consumers to spend more
at the businesses that have
rewarded them.”
—Rodney Mason
Figure out how you can show customers that they matter, and enable amazing
experiences for them on a consistent basis.
11© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
MAKE THESE MARKETING TRENDS WORK FOR YOUR BUSINESSThe trend for consumers to research, browse and buy through a variety of channels will continue to grow
throughout 2015. To get the most from your advertising and marketing investment, use a multichannel
strategy that integrates television, online and mobile advertising to reach consumers at all stages of the
purchasing journey.
Does this list of marketing trends feel overwhelming? Don’t try to tackle everything at once. Instead, focus
on the top one or two trends that make the most sense for your business.
As technology increases not only the potential, but also the complexity of marketing for local businesses,
it is more important than ever to partner with an experienced media professional who can advise you on
developing your advertising strategy and optimizing your budget. Take this step, and you will be able to
make the most of many of these 2015 trends.
ABOUT COX MEDIACox Media, a wholly owned subsidiary of Cox Communications
Inc., partners with both local and national advertisers for
marketing success, offering advanced cable and digital
advertising products in 20 markets across the United States.
In addition to proven media solutions, Cox Media offers
consultative insights to help clients reach their audiences
more effectively and efficiently. From broad reach and highly
rated programs to lasersharp targeting of specific audiences,
Cox Media is focused on developing customized marketing
solutions that maximize ROI for clients.
1-855-755-2691
12© 2015 Cox Media
MARKETING TRENDS FOR 2015: WHAT DOES THE CRYSTAL BALL PREDICT?
RESOURCES1 comScore, Major Mobile Milestones in May: Apps Now Drive Half of All Time Spent on Digital,
http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-
All-Time-Spent-on-Digital
2 comScore, comScore Reports September 2014 U.S. Smartphone Subscriber Market Share,
http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-September-2014-US-
Smartphone-Subscriber-Market-Share
3 Aysmco, When Will the U.S. Reach Smartphone Saturation?,
http://www.asymco.com/2013/10/07/when-will-the-us-reach-smartphone-saturation/
4 Gartner, Gartner Says Worldwide Traditional PC, Tablet, Ultramobile and Mobile Shipments to grow
4.2 Percent in 2014 http://www.gartner.com/newsroom/id/2791017
5 comScore, comScore Reports September 2014 U.S. Smartphone Subscriber Market Share,
http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-September-2014-US-
Smartphone-Subscriber-Market-Share
6 Nielsen, Shifts in Viewing: The Cross-Platform Report Q2 2014, http://www.nielsen.com/us/en/
insights/reports/2014/shifts-in-viewing-the-cross-platform-report-q2-2014.html
7 CivicScience, Social Media Insight Report: Social Media Now Equals TV Advertising in Influence
Power on Consumption Decisions, http://civicscience.com/library/insightreports/social-media-
equals-tv-advertising-in-influence-power-on-consumption-decisions/
8 Marketing Charts, TV Multitasking Trends Toward Related Activities, http://www.marketingcharts.
com/television/tv-multitasking-trending-towards-related-activities-38339/
9 ClickZ, Americans Spent Almost 18 Hours in February Watching Online Video, http://www.clickz.
com/clickz/news/2339811/americans-spent-almost-18-hours-in-february-watching-online-video
10 GfK, Smartphone “Showrooming” Dips, “Webrooming” Surges across Generations in U.S., http://
www.gfk.com/us/news-and-events/press-room/press-releases/pages/showrooming-webrooming-
futurebuy.aspx
11 CMO Council, Advancing Analytics: How Insight Fuels the Marketing Engine, http://www.
cmocouncil.org/cat_details.php?fid=267
12 BrandonGaille.com, How Retailers Can Use Beacon Technology for Marketing, http://
brandongaille.com/how-retailers-can-use-beacon-technology-for-marketing/
13 comScore, comScore Reports September 2014 U.S. Smartphone Subscriber Market Share,
http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-September-2014-US-
Smartphone-Subscriber-Market-Share
14 BIA/Kelsey, U.S. Mobile Local Ad Revenues to Reach $4.5 Billion in 2014, http://www.biakelsey.
com/Company/Press-Releases/140410-U.S.-Mobile-Local-Ad-Revenues-to-Reach-$4.5-Billion-
in-2014.asp