As 2014 winds down, I’m looking at Tahzoo’s customers – Fortune 500 companies that are leading the pack in terms of customer experience – as a weathervane for what the year will hold in store for organizations worldwide. I’m already seeing a few key trends emerging that I predict will shape the business landscape in 2015.
- Business-to-Consumer models will take center stage. First, I predict we’ll see more businesses across industries leveraging the B2C model of selling directly to consumers. As consumers continue to be at the center and have access to a wealth of information, the reliance on a distributed business model will diminish. We saw this years ago in the travel industry with the end of the Travel Agent, and we are seeing it now in the insurance industry as they try to figure out a direct-to-consumer model. To do this right, businesses will need to think about the customer journey in new ways and ask themselves if they have the people, process, and technology needed to support these new models, not to mention the marketing plans to feed them.
- Managed Services for Insights will emerge in 2015. Turning your customer and prospect data into insightful and meaningful information that can be used to make business decisions, build strategies, and allocate budgets will be the difference in 2015. We will find more and more companies relying on “managed services” for insights. Too many organizations have been burned by looking at insights once a year, building plans and executing on those plans only to realize that their audiences have shifted, and the marketing plans did not. Managed services for insights, will allow marketers to see trends in behaviors, values, and sentiment, which gives them the control to pivot their strategies and meet the changing needs of those audiences. To me, this just makes sense. To the business, it makes them customer-centric.
- Finally, but arguably most importantly, 2015 will be the year of outcomes, not outputs. What do I mean by that? Having a good team behind you, and innovative technology at your fingertips is great, of course. But, what’s the point if you can’t achieve results? Savvy businesses will take a hard look at metrics to measure their successes in 2015.
Many businesses’ current methods of measurement will need to advance to effectively measure ROI. It’s important to begin measuring from the first time a consumer engages with the brand, all the way through to the purchase point or completion. CFOs are now asking CMOs for these types of measurements. And, it’s no longer enough to just say, “this got 200 likes of Facebook.” They need to show actual ROI.
Stay tuned next week for a blog from Tahzoo’s Chief Marketing Technologist John Kottcamp who will share his predictions for the impact of technology on the marketing landscape. In the meantime, I’m curious to hear what you predict will be the big trends in 2015.