As we look ahead to the new year, we asked five marketing professionals for their big trends in digital marketing for 2015. Here’s what they came up with:
Uriel Alvarado, chief marketing and public relations officer, Saxo Capital Markets
Consolidation of the semantic web: This year, the most effective marketing campaigns were content driven, multi-channel, personalised and agile. We now have the tools – using cookies, algorithms and programmatic marketing – to run huge automated and personalised campaigns more intelligently. I believe that in 2015 and beyond we will see these tools being further integrated with the internet of things.
However, the web has never been more fragmented, particularly as mobile and app use continues to grow. In 2015, I think we will see new agreements by large web conglomerates looking into ways to re-integrate the web. Could the semantic web be one of the points of the agenda behind Zuckerberg’s internet.org project?
Whatever the outcome, there is currently a window of opportunity for marketers who would like to stay ahead of competition online by investing not only on content but also on building relationship capital, which will be the key factor driving brand strength.
Digital marketing: experts reveal their trends and predictions for 2015
