Ryan
Osterman
In the
article titled, “11 Trends to Watch for in 2015,” the author highlights several
trends that Forbes anticipates will impact global marketing practices and norms
in the coming year. Among the most notable trends to keep in mind, Forbes
emphasizes the importance of companies remaining as transparent as possible in
2015. In an era heavily influenced by social media and interactive marketing,
the most successful companies will need to demonstrate, in real time, what they
are doing to actively benefit consumers. Forbes also anticipates that the most successful
marketers will utilize marketing technologists—individuals who can creatively
and effectively develop and apply marketing strategies online. Furthermore, as
the focus of consumers continues to shift online at an increasing rate,
marketers will need to process more consumer data at faster rate in order to
adapt and adjust marketing approaches to gain an edge against competitors.
Another
trend that Forbes predicts for 2015 is the inevitability that Hispanic
marketing efforts will become mainstream in the coming year. Considering that the
Hispanic population is expected to grow 80% faster than the non-Hispanic
population in the United States by 2017, marketers need to realize the tremendous
purchasing power of this growing percentage of the U.S. population and begin
developing marketing strategies to build brand awareness and strengthen brand
loyalty. The last notable prediction that will impact marketing in 2015 is the
switch from globalization to personalization. In an age where data can be
processed and interpreted at such a fast pace, online marketing is becoming
increasingly personalized to better appeal to individual consumers and to
improve conversion rates online. Furthermore, it will be crucial for marketers
to use regional and local influences as a platform for creating effective
personalized marketing tactics, thus having implications for how companies will
manage global brands in the future.
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