Over a series of five blog articles, SourceLink explored the emerging trends for 2015, and ways to implement new methodologies on existing marketing disciplines. Technology is constantly shaping marketing – often in more ways than marketers are able to keep up. But with a little insight & the proper planning, you can be prepared for these changes in the marketing landscape for the new year.

1. Challenges +Opportunities
10 Trends to Define 2015 in Marketing
Presented by Matthew Haskell – Corporate
Marketing Manager, SourceLink

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Trend 1- Wearables take on marketing
significance, especially in retail
What to expect:
• Smartwatch use will extend
far beyond telling time
• Location-based marketing
stands to explode
• “Point of Purchase”
marketing potentially turns
into a bidding war

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Trend 2- Trust in technology and seamless payments offer
new avenues for marketers
What to expect:
• Apple Pay and Google Wallet finally hit
the mainstream
• Trust in technology to handle sensitive
information grows by leaps and bounds
• Becoming “top of wallet” becomes
enormously more important, with
banks vying for the coveted seamless
payment slot

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Trend 3- Permission-based mobile marketing to
explode, while becoming less intrusive
What to expect:
• Wearables shorten the
buying process
• Opt-in marketing overtakes
push marketing, and
messaging evolves to be less
intrusive
• How offers are positioned
takes center stage

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Trend 4 – CRM/database applications find synergy
with social and mobile
What to expect:
• Mobile and social media
interactions begin to tie to
marketing databases
• Opt-in strategies enhance robust
customer profiles
• IP addresses correlated with
individual records and zones
increase personalization

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Trend 5- Recognition software grows by leaps and bounds,
thus reinvigorating print marketing
What to expect:
• Tools like Amazon’s “Fire” allow
multiple media to be scanned by smart
devices for interactive advertising
• Augmented reality with direct
marketing takes on new significance
• Native integration of recognition
software shortens the path to
conversion
• Electronic couponing impacted by
print’s ability to offer tactile delivery
methods to mobile devices

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Trend 6- Gamification goes beyond badges
What to expect:
• Loyalty programs creep into spaces
outside of grocery stores
• Gamification takes on new meanings,
and has real financial implications
• Look for “Seamless Loyalty” to
accompany wearable technology
• Social media and gamification work
together to reward “experts” in certain
niches

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Trend 7- Predictive analytics becomes bedfellows
with business intelligence
What to expect:
• Decisioning and marketing to be reliant
on predictive analytics
• Business intelligence goes beyond
reporting, to actually predicating the
next logical step or touchpoint
• Real-time interactive and mobile
dashboards visualize behavior modeling

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Trend 8- Native advertising and mobile spend see
double digit growth increases in 2015, and cross-channel
integration becomes top focus for advertisers
What to expect:
• Advertisers stop seeing social media
as “free”
• Social ROI takes center stage, and
allows for richer view of individual
customer
• Consumer desire for experiences to be
genuine and “truly social” leads to
further regression of push marketing

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Trend 9- ROI-driven advertising channels, such as digital
and direct, overtake spend on broadcast-based channels
What to expect:
• Volume direct mail will remain key in
consumer marketing and ROI
• Multichannel attribution takes center
stage, with more funds going towards
direct response channels
• Digital channels that can track direct
attributions move to top of fold
• Modeling and analytics become key
focuses for CMOs

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Trend 10- Second screens and variable advertising
find synergy
What to expect:
• Advertisers reach “second screens” (mobile
devices) with tailored advertising
• The key is how the second screen is
interacting with the television or game system
• Look for personalized television experiences,
as cable and streaming providers learn more
about their demographics
• Gamification elements build brand and
customer loyalty

12. Thanks for viewing this slideshow!
Good luck with all your marketing initiatives
in 2015, and for a more detailed breakdown
of all of these topics, one-by-one, stop by
http://www.bit.ly/10Trends2015
www.sourcelink.com