Without fail, around November we start to see “Marketing Analysts” provide the top trends they predict for the coming year. I see these “Analysts” using this platform for speaking gigs, further writing opportunities and general fame so I thought I would take some time out on a rainy Sunday and look into my crystal ball of future knowledge in order to tell you what to expect.
1) 2015 will be the year of the mobile
I know, I know we hear this every year but I’m telling you that 2015 is the year that mobile adoption is going to hit the mainstream. Smartphone’s will be everywhere and we can see the start of this with Vodacom selling a smartphone for a mere R549. Smartphone adoption in Africa is also going to grow; I know this because of the graph below:
2) Content, content, content
I can’t beat this drum enough: content is king. We all know your users wake up daily in order to find out exactly what you want to say to them. I can’t be more proud when a Community Manager asks users whether they’ll be having a “insert brand here-licious weekend?” or runs a Twitter “retweet” competition. In 2015 I see this growing more and more, with content focussing on questions that require users to favourite if they agree and retweet if they don’t.
In addition I see Content Marketing becoming a “thing” that’s spoken about in marketing departments. Whether it’s text, video or audio: everyone wants to hear about your brand. I have this picture of a funnel to fully explain my point when it comes to Content Marketing:
Trust me, I’m a “Market Analyst”
3) Integration is key
We’re seeing more and more digital agencies start to take the lead on large accounts and we’re seeing more and more traditional agencies buy digital agencies in order to compete. 2015 is the year we get digital agencies building hardware and I predict it’s time that these agencies focus on products rather than service. A perfect example of such integration is the brilliance of the “Dove – Real Beauty Sketches” campaign and how it merged online with traditional, above the line work. In case you’ve missed this video at every conference for the past two years I’ll help jog your memory:
4) Brands will expand into Africa
Nigeria, Ghana, Kenya, Ethiopia, Egypt and Tanzania are all rife for the picking. If you see point 1 of my predictions you’ll see that smartphones are going to be massive in Africa. Whether it’s FMCG, Automotive or Financial services, Africa is no longer being seen as “that place with poor people and Ebola”. Many companies make the mistake of dividing Africa into West and East regions however it’s a waste to separate the two as Africa is not about differentiation but a place to make a quick buck.
Look, Africa can fit the US and China in it’s landmass:
5) 2015 is the year we finally get decent broadband in SA
Trust me, I’m an “Analyst”.