3 Marketing Mega-Trends for 2015

Posted by Pascha Apter on Apr 21, 2015 3:47:00 PM - Topics: Strategic Marketing


What is a mega-trend? It’s the opposite of a flash in the pan. A mega-trend is a big, broad shift – a new way of thinking or doing things. 

Right now, three such shifts are transforming marketing. These shifts represent
a tremendous opportunity for smart, success-minded business owners and professionals.

Marketing is a vast discipline; you could spend your entire career mastering a single corner of it. You don’t have time for that, of course. But if you don’t continually expand your knowledge of the latest developments in marketing methodology
and opportunities, make no mistake: your organization will be left behind. 

And all the money and staff time your organization pours into marketing could be completely wasted.

Your GIANT opportunity 

Whether you’re a business owner, an aspiring entrepreneur, or a professional who handles marketing as part of your job, you need to be aware of these changes.
These are the kinds of shifts where early adopters get the advantage of extra capacities and those who don’t adapt are hamstrung. (Imagine if you were still working with a typewriter instead of a computer.) 

Here are the three marketing mega-trends you need to understand for business success in 2015

#1. Inbound marketing

What is it? 
Traditional marketing takes a “push” approach; you pay to push your ads in front of people and hope they find it compelling enough to take action. Inbound marketing could be termed a “pull” approach. You invest in creating materials (like infographics, blog posts, ebooks and webinars) that your target audience will seek out and share. In other words, inbound marketing brings potential customers to you. At Giant Voices, we’ve found that a combination of traditional and inbound marketing drives powerful results.

Inbound marketing benefits:
Builds your platform as an authority in your field. Builds search engine rank. Gets you more leads at a lower cost per lead. Gives you the opportunity to influence the purchase process. 

Requires writing, design and social-media skills. Takes time and consistency to see results.

Action tips:
First, read Inbound Marketing by Brian Halligan and Dharmesh Shah, the founders of Hubspot.com. (Hubspot is the leading inbound-marketing platform.) Make your inbound plan and ensure you dedicate sufficient resources to it. Then start a blog. Did you know businesses that blog get 67% more leads than businesses without blogs

#2. Personalization
What is it?
Customizing content based on what you know about a customer or lead. Personalization can be simple, like starting out your e-newsletter with a greeting to the customer by name (“Dear Jane, This issue of Cooking Store Monthly contains…”). Or personalization can be sophisticated, like the algorithm-derived “Also recommended for you” suggestions that online retailers often display after you add a product to your cart.

Personalization benefits:
Higher conversion rates. Increased sales. A survey from Infosys found that personalized offers make 78% of consumers more likely to become repeat customers.

Personalization requires a “smart” database, some technical skills, and strategic data collection and deployment. 

Action tips:
Study up on personalization (or engage an expert who can deploy their skill for you). Implement progressive profiling to collect information from customers and leads if you don’t already.

#3. Testing

What is it?

You probably already glean insights from analytics, like how many recipients opened your last email newsletter or what percentage of people who visit your “Donate now” page actually donate. With testing, you combine creativity and analytics to systematically refine your marketing materials. For example, you could split-test two different headlines on a sales page to find out which one is more effective. 

Benefits of testing:
Increase your leads. Get hard data on what messages resonate with your customers. Keep up with the competition. (Data-driven marketing is quickly becoming a standard business practice.) Optimize your sales and revenue. 


Requires time and know-how – either your own or someone else’s. 

Action tips:

Identify three digital actions people take that are relevant to your bottom line. For example, signing up for your business’s e-newsletter, downloading a product brochure, and making a purchase via your website. Choose one of those actions and spend 3-6 months testing different ways to increase the number of people who complete that action.

While you may need to invest time and money to leverage these trends for your business, the potential payoffs are worth it.

Here’s to your giant success!


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