For any CEO next year take the best decisions for communication and marketing, here we left the top five trends in these areas this 2015.
Changing nothing in the world that human beings: we are renewed day by day and we become and thus also change the way we see the world the way we communicate and even the way we eat; that is inherent to mankind. So, what awaits us in 2015 in the field of Communication and Marketing? What we will face our organizations to bring to the pinnacle of success?
A few days ago, in an informal discussion with some business partners, like me, have great experience in the industry consultancy Marketing and Public Relations, commented how during our professional experience we have witnessed how these disciplines have become a surprisingly quickly. Also, we remember, we have witnessed, and sometimes we have been participants or protagonists, the success or failure of any marketing campaign, which is finally useful experience.
Thus, in less than 10 years, we have seen how the strategies and tools to position the brands have undergone several transformations in order to also adapt to new consumer profiles and certainly the digital plane is the clearest example this adaptation.
Under these circumstances, it is important that every executive in charge of an organization is always attentive to trends and changes ahead, because when we know what is to come, we can be prepared to capitalize on opportunities and adapt quickly to change. A CEO of any company knows this, so planning on decisions to be taken on issues of Marketing and Communication, I wanted to address some of the main trends of Marketing who will be attending the 2015 strategies.
Let’s take a look. Surely it is new ways of doing marketing, but above all, to achieve better results in achieving the long-awaited engagement between our brand and its audience.
1. Communication based on actual values vs values adopted
In recent years, the great obsession of brands to get connect with their target audiences and establish a level of empathy to hold them captive in a virtual community, where possible, deliver the key messages, content, and so on; many organizations or companies have turned to how much strategy and tool has been possible for even taking languages and communication styles that have nothing to do with the brand image or objectives of your organization.
However, the inconsistency of the messages to our audience is not the best way to construct or position the brand, because in this globalized world, where they have access to much information, it is easy for our audiences to discover that the image we transmit It has nothing to do with the brand. Therefore, 2015 is seen as the time when the marks are displayed as such as they are, without masks; well, the tendency will transmit those real values exist and are practiced daily in our organization.
2. Digital Communities aligned with business objectives
Nobody can deny the fact that brand communication has been digitized and is essential to have a presence in social media; however, not only about having thousands of supporters in the profiles of our brands, especially if they represent any mutual benefit; but to create real communities they can and want to bond with our brand or organization.
2015 will be the year to form groups of followers to be loyal to our brand or business, they are willing, like us, to make a profit and build a truly enriching relationship. From now on, our efforts should focus not having large communities (quantitatively speaking), but to create and win the loyalty of an audience that is interested in having a real experience with our brand.
3. Healing of Contents
Since the boom of social media, the amount of information and content delivered via the Internet has grown exponentially; so, we have witnessed the emergence of trends such as Content Marketing, which allows viral communicate ideas to inspire, educate, inform and convince audiences; creating a positive perception towards the brand and generating quality traffic to the websites of the company. Making our public see our Content is not easy, because the flow of digital information is extremely fast, so that, to compete with so much content on the Internet, ours should be of great value and designed specifically for our audience.
That is why in 2015 the creation and publication of contents will be further crushed, as it will be necessary to adapt and mold them to each segment of our audience, according to their habits, communication languages, preferences, and so on. The idea is to create really useful and interesting content for Target Audience, leading to conversation and interaction; leaving aside the general content and advertising.
4. Right Data: Beyond the Big Data
No doubt having data from different sources and be able to analyze them to see patterns and make decisions successful business, it is a major differentiator and a prized tool to successfully implement a marketing strategy; however, possess a vast amount of data does not make us better than the competition or guarantee the success of our strategy.
Faced with this fact, 2015 is seen as the year of the Right Data, ie only those data should be relevant that really add value for informed decision making; the rest left out of consideration in the analysis work. Here, meaningful work, and that could depend on the success of our strategies is to learn to select the user data.
5. Key Role in Employee Communication Strategy
Until now, most brands have been built based on Communication Strategies “out”, that is, with its external audiences; however, are more and more organizations are realizing the important role of employees in brand building and corporate image.
Certainly, in 2015 organizations will have to consider as a priority the role of intellectual capital in Communication Strategies, Brand Management, Communication Key Messages; employees who better to know what values are being communicated to the outside and include in this work positioning.
Some of these trends are already on the fly, so you have to keep track in 2015;because it is seeking innovative ways to attract the attention of an increasingly selective hearing and get the positioning that brands need.
Start a new year, and is the best time to decide where to lead your organization and how to position your brand. Decide to leave behind old business models and remember this memorable sentence Steve Jobs: “Innovation is what distinguishes a leader of others”.
2015 Dare to make a difference!
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* The views expressed are those of the authors and are completely independent of the position and the editorial line of Forbes Mexico.