With each new year comes the opportunity to start fresh. For marketers, 2015 marks the chance to begin again by building upon an already sturdy foundation, because while past strategies have proven successful, leaders know that the future must focus on connecting with customers on their own terms.
Conductor's recent whitepaper examines which success tactics will govern the marketing space in 2015. The study, which polled 182 B2B, B2C, and agency marketing executives, highlights how leaders plan to target, measure, invest, and interact. The results reveal which strategies will be top of mind for all marketing leaders this year:
1. Create Targeted Content
When creating content, B2B (76 percent), B2C (63 percent), and agency (85 percent) executives all agree that the organization must first research the needs of its customers.
Before organizations can create effective content, they must understand what consumers want, for the one-size-fits-all approach cannot sustain engagement. Instead, marketers plan to develop "early-stage content" that speaks to customers earlier in the buyer journey to support pre-purchase research trends.
2. Embrace Data Analytics
Seventy-six percent of marketing executives believe data is 'more' or 'much more' important than it was 12 months ago, emphasizing how valuable data has become to the enterprise.
Content, of course, cannot be successful without hard data, for this insight allows companies to identify content opportunities and measure what is or isn't working. Thus, marketers plan to facilitate collaboration between data and creativity in order to establish an informed strategy that supports targeting efforts.
3. Integrate New Technologies
Sixty-five percent of executives polled plan to spend more on marketing technology in 2015, with 28 percent of organizations planning to increase their investments by 25 percent or more.
Because technology enables brands to scale data collection, analysis, and reporting, leaders plan to conscientiously invest time in picking the best tools for their organization. By carefully evaluating and determining the correct combination of technology and people, marketers will likely gain the competitive advantage.
4. Cultivate Enterprisewide Support
Of those marketing professionals surveyed, 90 percent agree that inter-departmental support is 'important' or 'very important' to their brands' overall digital marketing success.
Ideally, marketers will develop strategies that reduce or eliminate silos to encourage and cultivate enterprisewide collaboration, as these leaders recognize all employees must be on the same page if they are to continue growing. Marketers will work to create an internal culture that promotes communication and cooperation.
Key takeaway: Though the customer will always remain at the core of all marketing strategies, leaders understand that they must align their organizations with emerging trends in order to achieve long-term goals. Because today's consumer can easily choose where, when, and how they interact with brands, companies must think creatively to remain competitive. Therefore, communication and collaboration are essential for success, as these new strategies rely upon an omnichannel experience. Marketers seek to acquire new prospects and retain loyal customers, so all subsequent developments must support both the buyer's journey and the ultimate destination. Content, analytics, technology, and enterprisewide support will come to define 2015, as marketers actively work to build experience in the consumers' own image.