And what really should be ‘on trend’ this year.
Every year it’s the same.
Marketeers, both the trusted and the hopeful publish their lists of what they see at the marketing trends for the upcoming year.
This lists are extensive and comprehensive.
And this year has been no exception.
A snippet of the predictions for 2015 includes; content, search optimization, social media (still people haven’t twigged this?), analytics, authentic connections online (which sounds like an oxymoron to me) and mixing paid media with owned media.
Which is all well and good.
I’m not proposing that any of these predictions is wrong or that any of them may not come to fruition. No. What I am protesting at is that the whole focus of marketing predictions is wrong.
It’s all about the platform or, if you’re talking to creatives, the execution.
Yet according to The Oxford English Dictionary, marketing is: The action of buying or selling…
The action of buying or selling.
How many marketeers still think of themselves as people who are there to help their clients sell more?
I’d guess not many.
Certainly judging by this year’s offering of marketing predictions, very few of them are acutely focussed on selling.
And shouldn’t that be the focus?
Shouldn’t the key marketing trend for 2015 be how you can sell more of whatever it is that your client makes.
Creating more things that more ‘marketing’ people are going to be impressed with is all well and good. And it will certainly do your career no harm at all – but it’s not actually helping the person that it should be. The Brand Manager or Owner.
So, if you want a marketing trend list for 2015 – here’s one:
- Really get to understand your audience. Your actual audience. Not the cool trendy ones that you want, unless they are actually your audience
- Understand how your product and your brand can help these people
- Find out how they like to communicate. You may want to create a beautiful film, but if they can’t be bothered or simply don’t have the time to watch a 5 minute film, then maybe, just maybe, a simple piece of direct mail might be best
- Be honest. Admit what you have time to do. You may have discovered that your target audience live on social media, but if you truly haven’t got the time or the inclination to create the content they crave, admit this, and get someone to create it for you
- Finally, unless you are selling the cure for cancer, no matter what it is that you’re selling, it doesn’t matter. It really doesn’t. So have fun with it and be honest about its importance. You may find that people love you for this refreshing approach and actually start to buy more from you.