CEO Sundays: 5 Marketing Predictions for 2015 and How CMOs Should Leverage the Trends

By Chris Lucas, VP of Marketing, Formstack

It’s likely your team is brainstorming ways to advance your business in 2015. The marketing landscape is shifting, and the new year is all about personalized marketing. Most marketers already know the importance of customizing their messages, but only 6% say they are planning with personalization in mind. Hope to keep your edge in 2015? These five predictions will equip savvy Chief Marketing Officers (CMOs) to meet revenue goals this year:

#1 – Mobile apps will become the gateway to personalized data.

Application downloads are expected to keep climbing, hitting 268 billion in the near future. In fact, mobile users are predicted to access more than 100 apps and services daily by 2017. These technology tools offer a rich stream of personalized data CMOs can leverage. Pay attention to your site’s mobile statistics. Are mobile users more likely to abandon their carts before purchase? Do these buyers purchase more or less? Determine the optimal times of increased mobile sales. As mobile use continues to boom, study your data to identify trends and optimize your site for mobile success. Another consideration for CMOs in 2015 is if your company should create their own mobile application. Many customers rely on these apps for purchasing, and you don’t want to lose potential customers because of out-of-date technology. These mobile apps are on the rise, and forward-thinking marketers need to evaluate the role they could play in your company’s digital strategy.

#2 – Customers will prefer a catered buying experience

We’re all becoming accustomed to Amazon’s custom recommendations and Netflix’s tailored suggestions. In fact, 45% of online shoppers say they are more likely to shop on websites that offer personalized recommendations. How can you create a more individualized experience for your site visitors? You may be able to guide buyers towards their next purchase from your multiple offerings. Targeted pop up bars can be implemented on your site to provide personalized product suggestions. Cater the user experience based on identifiers, such as industry, geographic location, or buying history.

#3 – Personalized emails won’t instantly be trashed

In everyone’s crowded inboxes, emails are elbowing for attention. As personalization prevails in 2015, marketers cannot continue to send generic emails. Customization, on the other hand, can boost your open rates by 25%. Personalized emails also have 51% higher click rates. If you aren’t already, your email team must start segmenting messages. The particulars will vary by company, but you might consider organizing your customers by industry, geography, or gender. The more relevant your emails are to your customers, the more likely you are to gain valuable inbox space and steer clear of the spam folder!

#4 – Customized companies will make more sales

Here’s the bottom line: Companies that offer individualized content to customers will see a 19% average increase in sales. You cannot afford to skip personalization this year. If you’re wondering where to get started, there’s a simple answer. Start collecting data on your customers! An easy way to get to know your clients better is a simple customer survey. You may also use other tools, like site cookies and app data, to begin collecting valuable data that can make your marketing efforts more profitable. CMOs should analyze the information as they craft strategies for all aspects of their digital marketing. Even equipped with all this data, though, A/B testing cannot be overstated. Leverage the data to craft messages aimed at your target audience. Then, test the content to see if it hits the mark.

#5 – Companies will zero in on their perfect customers

After you’ve collected data on your current customers or leads, revisit your marketing personas. Who is your ideal customer? Which segments spend the most on your site? As you answer these questions, create digital advertising campaigns that target your ideal customers. Once you know who you are trying to reach, take advantage of how other sites are leveraging personalized data. Facebook, for example, processes about 500 times more data daily than the New York Stock Exchange. Use what you know about your clientele to craft highly individualized advertising. As you address real problems of each group you target, you’ll see how personalized strategies have revolutionized marketing. For CMOs aiming for big targets next year, personalized marketing is a must. Jump into your customer data and craft experiences that will resonate with every target market. Then, work to offer them exactly what they are looking for, which incidentally happens to be exactly what you’re offering. Author Chris Lucas, VP of marketing, Formstack (www.Formstack.com). Chris is passionate about setting the vision for Formstack’s marketing and sales departments, as well as discovering new ways to drive web traffic and leads