insideKENT Magazine Issue 38 - May 2015 | Page 147

3 EMERGING MARKETING TRENDS TO
INCORPORATE IN 2015

80% OF MARKETING LEADERS WORLDWIDE SAY THEY NEED
TO RESTRUCTURE THEIR MARKETING*
Regardless of what industry you are
in it’s important to be knowledgeable
of the latest marketing trends. With
the budget season now behind us
and hopefully with some coffers
back in the tin, this is the time that
marketers should be focusing on how
to extract the maximum from agreed
budgets. The adams team highlights
three emerging trends that you can
incorporate in 2015.

1. Driving Revenue With
Marketing
Historically, sales had the larger share
of the risk for driving revenue within
a business. This is no longer true.
For 2015 and beyond, the role of
marketing will be the leading
influence in bringing in revenue for a
business. In a recent research report by
the Economist Intelligence Unit,
80% of marketing leaders worldwide
say they need to restructure their
marketing and almost one-third believe
that the need for change is urgent.
Within the study, they highlighted that
“Marketing will increasingly be seen
less as a cost centre and more as a
source of revenue.*”

2. Leading the Customer
Experience
More companies are beginning to
wake up to the fact that their brand’s
reputation and success will be built on
delivering great customer experiences.
As for the conversation, it needs to
have a commercial or transactional
purpose. However, this doesn’t
mean it can’t be engaging or fun.
The Economist suggests, “Having a
fun conversation for a commercial
purpose makes the l