Guest Column: Top five market trends that will shape 2015: Anita Nayyar
The year will witness real action in terms of integrated marketing and programmatic; mobile will rule as marketers will optimise content; personalisation to be their new mantra. Anita Nayyar, CEO, Havas Media Group (India and South Asia) on emerging trends the market will witness this year
The New Year has started on a good note on the business front. Much will be expected from marketing and much will be done. While the term ‘integrated marketing’ has been done to death, in 2015, we would actually see it in action. Marketers have figured out how to use various marketing legs in silos.
The top five trends that the market will witness this year are --
1. Programmatic advertising
Programmatic is yet to kick off in India in its true sense. Its potential remains unlocked even in the US. Its vantage point is often confused with that of Real-Time Bidding or RTB (a subset of ‘programmatic’) of delivering the best price of the ad unit and giving detailed reports. Programmatic’s power comes from its ability to target the right message, to the right person, at the right time and retarget similarly. Since people consume information via multiple devices at multiple times, marketing must catch them on their device at their moment. That is the beauty of programmatic. Its algorithms can process real-time and historic data of user behaviour to deliver the most meaningful marketing solutions when well interpreted. The year 2015 will see it in focus, yet it will be a while for its potential to be fully realised.
2. Mobile the first communication tool
Marketers have figured out that mobile phone, with its deeper penetration, is increasingly becoming the ‘first’ communication tool. This communication tool helps to connect with the Indian on-the-go, the super luxury client, the 0.50-paise customer or a media dark market. About 50 per cent of the marketplace traffic today is coming from mobile devices. It’s a new era of using mobile phone to the marketers’ advantage. Marketers will optimise content, including video and user interfaces for mobile. We will see in action the app and its easy navigation. Mobile will rule with its expected growth as well as the spectrum auctions. Feature phones will figure more prominently with apps giving required connectivity, on click, tapping into a huge basket of customers for certain brands. Brands will increasingly integrate their marketing and platforms with social media to unobtrusively engage their audience.
3. Marketing: Location, content, personalisation
Wherever a customer moves, his mobile device will always be with him and marketing will follow. We will see much more location-based marketing and activations. This will drive immediate results and create word-of-mouth. Content marketing will gain significance as marketers attempt to create original content, especially on social media. So will personalisation, which marketers propound, but will practically learn to grapple with. The new term is no longer customisation, it is personalisation.
4. Native advertising and brand integration
There is an explosion of media, platforms and channels, coupled with a brand’s need to be seen and heard. As an essential part of brand experience, we will see a spurt in native advertising and brand integration as brands tell their stories in a non-intrusive way. Besides, video and video advertising will see explosive growth across digital.
5. Data interpretation for ‘brandonomics’
Call data ‘big’ or ‘smart’, agencies will tie their data stores with their analytics capabilities to build the economics of a brand as marketers strive to give customers an omni-channel experience from people’s standpoint.
The author is Anita Nayyar, CEO of Havas Media Group (India and South Asia).
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