SIX ESSENTIAL B2B MARKETING TRENDS FOR 2015 · 2021. 1. 22. · Essential Tactics For a Strong...
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SIX ESSENTIAL B2B MARKETING TRENDS FOR 2015
MARKETING WORKSHOPS
Amber Long VP Engagement
Melissa Mackey Search Supervisor
Emily Guthrie VP Media
WHAT WE’LL COVER
TREND 2: THE EYES HAVE IT
TREND 3: BATTLE OF THE BOTS
TREND 4: REVIVE AND REVAMP
TREND 5: SHOUT FROM THE ROOFTOPS
TREND 6: EMBRACE THE AMBIGUOUS
TREND 1:
WEAR IT OR DRIVE IT POLL
WEAR IT OR DRIVE IT
Mercedes-Benz self-driving car
platforms are like Swiss
a lot of things, but it’s
not clear what the high-
value ones will be.” - Tim Tuttle, chief executive of Expect Labs
TREND 2:
http://blog.intercom.io/why-cards-are-the-future-of-the-web/ http://www.ahalogy.com/
GAMING VOYEURISM: TWITCH
From eLearning back in the 90s and industrial training videos before that, Twitch is a place where gamers can watch other people play.
GETTY IMAGES PHOTO TRENDS
GOOGLE’S MARKET SHARE CONTINUES TO SHRINK
Source: NetMarketShare.com, Sept 2014 vs Dec 2014
From 71% to 66%
From 6% to 9%
BING ADS STEP UP INNOVATION
* Source: comScore, June 2013
• Page speed is considered a small
algorithm ranking factor. It’s expected
that Google will dial this up this year
and make it a bigger factor.
• Make sure your web pages load in
under two seconds.
LESS DATA MORE EMOTION
“Data will continue to play an important role in decision-making. However, we have found
through our research with FORTUNE Knowledge Group that decision-makers are increasingly
looking to their gut instead of the data.”
STORYTELLING: BACK TO BASICS
“If history were taught in the form of stories, it would never be forgotten.”
–Rudyard Kipling, The Collected Works
PAINTING A PICTURE WITH WORD
With a 25% increase in podcasting year-over-year and almost 40 million people listening,
podcasting will be a force to be reckoned with in 2015.
THE PR TECH INVASION
With a new wave of technology, the public relations field will go from cost center to profit center.
TREND 5:
THE VIDEO EPIDEMIC
Distribution will shift from “one” to “many,” with preferential treatment for native hosting.
YouTube
Facebook,
Twitter,
LinkedIn
THE YEAR OF AMPLIFICATION
As marketers get better at creating content engines, we’ll see a shift toward boosting
consumption to prove ROI.
Marketers will try to break into “dark” conversations, extracting more intelligence.
ATTRIBUTION CONFUSION
Half my marketing works, I just don’t know which half!
VISUAL: MULTIPLE DEVICES LEADING TO PURCHASE
POLL
RECAP
Trend 2: The Eyes Have It
Trend 3: Battle of the Bots
Trend 4: Revive and Revamp
Trend 5: Shout from the Rooftops
Trend 6: Embrace the Ambiguous
QUESTIONS
MARKETING WORKSHOPS
Amber Long VP Engagement
Melissa Mackey Search Supervisor
Emily Guthrie VP Media
WHAT WE’LL COVER
TREND 2: THE EYES HAVE IT
TREND 3: BATTLE OF THE BOTS
TREND 4: REVIVE AND REVAMP
TREND 5: SHOUT FROM THE ROOFTOPS
TREND 6: EMBRACE THE AMBIGUOUS
TREND 1:
WEAR IT OR DRIVE IT POLL
WEAR IT OR DRIVE IT
Mercedes-Benz self-driving car
platforms are like Swiss
a lot of things, but it’s
not clear what the high-
value ones will be.” - Tim Tuttle, chief executive of Expect Labs
TREND 2:
http://blog.intercom.io/why-cards-are-the-future-of-the-web/ http://www.ahalogy.com/
GAMING VOYEURISM: TWITCH
From eLearning back in the 90s and industrial training videos before that, Twitch is a place where gamers can watch other people play.
GETTY IMAGES PHOTO TRENDS
GOOGLE’S MARKET SHARE CONTINUES TO SHRINK
Source: NetMarketShare.com, Sept 2014 vs Dec 2014
From 71% to 66%
From 6% to 9%
BING ADS STEP UP INNOVATION
* Source: comScore, June 2013
• Page speed is considered a small
algorithm ranking factor. It’s expected
that Google will dial this up this year
and make it a bigger factor.
• Make sure your web pages load in
under two seconds.
LESS DATA MORE EMOTION
“Data will continue to play an important role in decision-making. However, we have found
through our research with FORTUNE Knowledge Group that decision-makers are increasingly
looking to their gut instead of the data.”
STORYTELLING: BACK TO BASICS
“If history were taught in the form of stories, it would never be forgotten.”
–Rudyard Kipling, The Collected Works
PAINTING A PICTURE WITH WORD
With a 25% increase in podcasting year-over-year and almost 40 million people listening,
podcasting will be a force to be reckoned with in 2015.
THE PR TECH INVASION
With a new wave of technology, the public relations field will go from cost center to profit center.
TREND 5:
THE VIDEO EPIDEMIC
Distribution will shift from “one” to “many,” with preferential treatment for native hosting.
YouTube
Facebook,
Twitter,
THE YEAR OF AMPLIFICATION
As marketers get better at creating content engines, we’ll see a shift toward boosting
consumption to prove ROI.
Marketers will try to break into “dark” conversations, extracting more intelligence.
ATTRIBUTION CONFUSION
Half my marketing works, I just don’t know which half!
VISUAL: MULTIPLE DEVICES LEADING TO PURCHASE
POLL
RECAP
Trend 2: The Eyes Have It
Trend 3: Battle of the Bots
Trend 4: Revive and Revamp
Trend 5: Shout from the Rooftops
Trend 6: Embrace the Ambiguous
QUESTIONS
