2015 Business Trends – What To Look Out For.
- There will be plenty of business available offline.
A loyal but small customer base can deliver real success as developing and sustaining a profitable in-demand niche will be a sure-fire way of delivering good profits. The growth of pop-up shops and restaurants will continue to fuel this. Even big businesses are looking to exploit niches, with Amazon rumoured to be opening a tester store.
- An Outstanding social media presence will become even more important.
SMEs have benefitted from the rise of social media and will continue this drive with rumoured changes to systems with the inclusion of payment methods (a Facebook ‘wallet’ for users to store money alongside their timeline is rumoured, Apple has just launched Apple Pay in the US and French bank Groupe BPCE has teamed up with Twitter to allow money transfers via tweets. The opportunities for transactions across these media channels have increased dramatically and the pace will only quicken.
- Projects and Assignments will become the norm.
Freelancing is on the rise with increases in the number of micro-businesses that are aiming to capitalise on niche markets. This will see a rapid acceleration of short-term pieces of work being outsourced to specialists heaping pressure on traditional work roles to either come up with specific tasks or face being shuffled out of what were once stable large organisations.
- The demise of Black Friday will come and not soon enough.
Were the goods sold in the horrific scenes se saw on Black Friday truly discounted or were they just “old tat” that retailers wanted to move? Many of the goods featured were not worth buying in the first place and better discounting models will come into play, possibly over longer time periods, as competition heats up in 2015.
- The customer experience will dominate marketing.
Customers will increasingly seek out ways of interacting with a Brand to shape products and to become an integral part of the design/purchase/end-use experience. It is not enough in 2015 for producers and retailers to just sell to anonymous groups of consumers; potential purchasers will want increasingly larger stakes in what they will be buying.
- Organisations should deliver a truly integrated marketing strategy.
Successful organisations will have to think very carefully about the media packages they will be using to entice purchasers. There will be a rise in the range and variety of media methods and strategies to reach increasingly media savvy buyers far more than in 2014.
- Customer Retention is King.
The need to retain and then recycle customers will never be as important if organisations are to hold on to their prized market share. Clients need to be nurtured and cultivated just as young plants are tended and cared for given the considerable expenditure already used to find them.
- Content Marketing will separate out successful and failing organisations.
Bland, vanilla marketing will become a thing of the past as successful organisations increasingly personalise their media strategies to reflect the perceptions, opinions and experiences of real consumers, who, effectively, will drive sales to similar market segments.
- Online experiences must be a delight and not an experience.
Poor, clunky online purchasing, ordering and communication will need to be significantly upgraded to entice further online spend and development. Those not meeting the specification will endure a swift and painful demise.
- Employees must be Brand Ambassadors.
The importance of the role of the employee has been understated and undervalued for many years in favour of a focus on media messages and a nod to increasing customer relationship management. The employees that are committed and passionate about their product or service will effectively drive forward innovation and change. Make sure your employees are up for the challenge – if not, make something change!
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