A Napier presentation highlighting the top 5 marketing trends that will drive results in 2015.

1. B2B Marketing Trends:
What to Expect in 2015

2. Clients Make Bigger Content Investments
More and more companies will continue adopting content
marketing in 2015, with budgets for this area expected to rise
incrementally. With brands evolving into publishers, the need for
compelling content that is adaptable to different platforms, and
written to the tastes of narrowly targeted personas, has never
been more important.

3. Personalisation Becomes Micro-Targeting
With increased focus on user
interaction with content, marketers
must ensure this content is as
relevant & personalised as possible,
in order to increase both the length
of time spent on website, as well as
ultimately sales. Creating effective
one-to-few engagements for
successful micro-targeting, requires
greater investment in technology to
dive deeper into your data.

4. Data Becomes the Lynchpin For All We Do
The amount of spending allocated
for the monitoring of customer
interactions with a company, is
expected to rise by 60% in 2015. In
addition, the use of marketing
automation technologies is
expected to grow by 50%, further
indicating a far greater reliance on
marketing data than ever before.

5. Smarter Thinking Applied to Paid Placements
2015 will see greater
dependence on mixing paid &
owned media to boost content
distribution & consumption.
With this, bigger investments
must be allocated to paid or
sponsored placements, whether
that be posts, promoted tweets,
SEM, banner ads or retargeting,
in order to engage those hard-
to-reach B2B customers.

6. “Old School” Makes a Comeback
There’s no doubt that digital marketing tactics are here to stay,
but what’s interesting is that as attention spans shrink in what can
only be described as an era of information overload, traditional
tactics are starting to make a comeback. Granted, many never
went anywhere in the first place, but what the marketing
landscape has started to experience is an increase in the use of
‘high quality’ print, particularly within direct marketing efforts.