15 trends for 2015

Bell Pottinger Digital has identified the 15 digital marketing trends you need to know for the year ahead. Their analysis looks at the most talked about trends online in 2014 and ranks them in order of percentage increase throughout the year. This helps us understand what will make a real impact in the New Year.

1. Near field communication


358% increase 42,530 mentions

Apple’s entry to the market represents a critical piece of the mobile payments jigsaw. This is a pivotal moment for digital payments and one that demonstrates the momentum behind mobile and contactless services.

Steve Perry, Chief Digital Officer at Visa Europe

By 2017, HALF of today’s smartphone users will be using mobile wallets as their preferred payment method.


2. Internet of Things


283% increase 1,126,700 mentions

4.9 billion connected “things” will be in use in 2015, reaching 25 billion by 2020.

Businesses will spend more than $40 billion designing, implementing and operating the Internet of Things in 2015.

3. Wearables


220% increase 1,793,574 mentions

Apple’s iWatch category launch will be one of its most important and brand-reinforcing launches in years.

James McQuivey, Vice President and Principal Analyst at Forrester Europe

79 million+ estimated wearables sold next year.

4. Internal communications


167% increase 6,597 mentions

51% of businesses plan to increase internal comms budgets by an average of 17%.

By 2015 HALF of devices on a corporate network will be mobile.


5. Storytelling


145% increase 82,618 mentions

A great story is one that you tell someone, but also one that’s designed to be told to other people too. When we do that, it spreads, and we add value to our brand.

Guy Duncan, Global Creative Director at Coca-Cola Blog posts with visuals drive 180% more engagement.

6. Branded content


73% increase 165,898 mentions

Branded content was the most popular content marketing tactic in 2014, and will grow from 37% to 47% in 2015.

It’s not just about film or ads or sponsorships, it’s about creating experiences and things that people will talk about. It is going to be how a lot of brands communicate in the future.

James Thompson, Global Managing Director of Reserve Brands at Diageo

7. Beacons


64% increase 348,468 mentions

60% of retail marketers plan to use beacons in 2015. Sectors to watch for beacons in 2015:

• Retail

• Public spaces

• Museums & Galleries

• Restaurants

• Conferences & Events

8. Personalisation


49% increase 68,443 mentions

Companies that are personalising web experiences are seeing an average 19% uplift in sales.

56% of consumers say they would be more inclined to use a retailer if it offered a good personalised experience.

9. BIG Data


41% increase 5,032,773 mentions

Global spending on Big Data will grow at a CAGR of 46% between 2015 and 2020.

85% of Fortune 500 organisations will fail to exploit Big Data effectively for competitive advantage in 2015.

10. Content marketing


41% increase 3,216,165 mentions

B2B businesses with blogs generate 67% more leads per month than those without.

58% of B2B marketers plan to increase their content marketing budgets in 2015.

11. Augmented reality


38% increase 400,242 mentions

We used to say seeing is believing. Now we have to say experiencing is believing.

Shuhei Yoshida, Head of Sony Worldwide Studios at Sony

By 2017 more than 2.5 billion mobile AR apps will be downloaded.

12. 3D printing


35% increase 1,160,336 mentions

By 2017 20% of retailers will use 3D printing to create personalised product offerings.

The global 3D printing market will grow from $2.5b in 2013 to $16.2b by 2018.

13. Real-time


16% increase 252,537 mentions

Consumers are 22% more likely to consider a brand as a result of real-time marketing.

21% of agencies and brands have budgeted for real-time marketing in 2015.

14. Mobile


6% increase 1,433,582 mentions

UK mobile internet browsing has shot up 69%, accounting for 23.2% of all usage.

For the very first time, brands are starting to see that you can tell beautiful stories on mobile devices.

Carolyn Everson, VP Global Marketing Solutions at Facebook

15. Gamification


4% increase 384,938 mentions

The global gamificiation market will grow to 68.4% by 2018.

80% of global organisations will have a gamified application or process in place by 2017.

Bell Pottinger  +44 20 3772 2660 @BellPottinger

Sources: Calisle and Gallegher Consulting Group | Canalys | Content Marketing Institute | Desmart | Digital Marketing Bureau | Forrester | Gartner | Google | Marketer | Marketing | O2 The Rise of Me-tail | Real-Time for the Rest of Us, by Evergage |  | StatCounter | Statista | Swirl Networks | The Big Data Market: Business Case, Market Analysis & Forecasts 2015 – 2020 | The Guardian

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