With the new year nearly upon us, everyone is wondering: what’s in store for marketers in 2015? MarketingLand.com asked 16 of today’s leading CMOs from companies including Salesforce, Hootsuite, and HubSpot to weigh in with their predictions for 2015.
From mobile’s continuous expansion into the customer experience to the growing inventory of available marketing tools, marketers have a lot to look forward to over the next 12 months.
We picked a few pearls of wisdom to highlight from the list. Let’s hear what the experts had to say.
Collaboration and reaching across the aisle
2015 will be the year of collaboration. In the age of ubiquitous connectivity, mobility, and social media, CMOs and their C-Suite brethren can no longer afford to remain siloed in organizational towers. They must reach across the aisle in order to best serve consumers no matter the device, channel or location their journey takes them.
This means marketing, sales, and service will have to become more interconnected than ever – both generating and sharing common data about each customer that boosts sales, brand loyalty, and customer satisfaction with every touch.
Improving customer experience and closing the digital loyalty loop
The customer will be at the center of every decision made by the CMO, whether focused on customer service or finding new ways to move customers through the marketing funnel.
We can expect to see the digital loyalty loop to replace the traditional marketing funnel just as understanding and influencing each stage of the customer journey will be top priority for every CMO in 2015.
Cracking the ROI-code on content marketing
There is too much of an investment shift happening, with dollars pouring into content, to allow the lack of measurement or lack of measurement standardization to continue. Engagement and consumption metrics are good – we like knowing how many people viewed our content or shared our content, but the focus needs to shift to lead generation and sales conversion metrics.
Mobile and big data expansion
We’ll see brands continue innovating their mobile experiences for customers on the go, from optimized mobile web experiences to disruptive standalone apps. In addition, with the emergence of Apple Pay, Google Wallet and other mobile checkout solutions, the path to purchase is getting easier and easier on mobile devices, which has been one of the biggest pain points for mobile customers.
As consumers embrace the ease of use for mobile commerce, we’ll see marketers implement more robust mobile strategies in 2015.