Unusual However True 2015 Advertising Predictions

Unusual However True 2015 Advertising Predictions

01/13/2015 03:18 pm ET Updated Mar 15, 2015
Steve Olenski Severely over-caffeinated writer who is aware of a factor or two about marketing & advertising. Or so he likes to think.
I fancy myself as being somewhat unorthodox. For example I've an unusual and possibly unhealthy love affair with coffee. You don't need to know what number of cups I drink a day - belief me.
My unorthodoxiness, if you'll, manifests itself in my unbelievable habit to pop culture and the infusion of it into pretty much my total life. It's below that guise that I proudly present to you: Strange However True 2015 Marketing Predictions.
Late last 12 months I reached out to some of us from the world of promoting and advertising and requested them not only for their prediction for the coming year, but to also align said prediction with a pop culture reference in the type of a track title, track lyric, movie title or film quote.
Apparently I am not the only one with a pop culture crush because the response was overwhelming.
"I am as mad as hell, and I am not going to take this anymore!" - (film quote) Howard Beale (Peter Finch), Community
"2015 needs to be the yr of doing what I name... Wanting Folks within the Eye Digitally. The last few decades of selling tactics have made us lazy communicators and I've had just about sufficient. Most often we don't even take note of who we are talking to aside from via the data we collect (and even that is a maybe). In an effort to fix this and actually start to benefit from social relationships (both as individuals and as firms), we have to start looking folks within the eye digitally.' We need not match our world to social, we have to fit social to our world.
It is time to cease making excuses, and start bringing in-individual social expertise to the digital world. The entire optimistic benefits are out there ready, and it's as much as us to make the effort to appreciate them. Let's get started! #RonR"
- Ted Rubin, Social Marketing Strategist, Keynote Speaker, Model Evangelist & Appearing CMO of Brand Innovators
"What's a foyer boy? A lobby boy is totally invisible, but all the time in sight. A lobby boy remembers what individuals hate. A lobby boy anticipates the consumer's needs before the wants are needed. A foyer boy is, above all, discreet to a fault. Our guests know that their deepest secrets and techniques....will go with us to our graves." - (film quote) M. Gustave (Ralph Fiennes), The Grand Budapest Hotel
"The role of CMO and CIO will proceed to turn out to be ever-more inextricably intertwined. The days of "advertising generalists" who abdicate responsibility for back end programs that facilitate customer contact factors - or worse - who point to the IT division as having sole accountability for buyer data are OVER. True marketers understand that they should be the lead stewards for model, status and customer relationships. In at present's 24/7, entry-in-excess digital world - manufacturers, reputations and relationships are constructed and maintained through expertise. When consumers enable us to follow them, serve them and find out about them, their expectation is that we'll defend their privateness at all costs...and we should!"
- Julie Lyle, CMO, hhgregg
"The unhealthy things are easier to believe. Haven't you noticed that?!" - (movie quote) Julia Roberts (Vivian Ward), Fairly Woman
"My prediction is that 2015 is going to be higher than recent years. We are coming back right into a time of prosperity and a time the place you are able to do it if you wish to make it happen. Nonetheless, it is advisable to imagine it and convince these round you to believe. In as we speak's society, it's a lot simpler to believe the dangerous. Media and pundits only want to concentrate on the dangerous because audiences eat it up. Nonetheless, we need to focus on the constructive. 2015 goes to be an thrilling 12 months for enterprise, that's my prediction. So do not stop and stare on the automotive accident, focus on the road forward."
-Jeffrey Hayzlett, Enterprise TELEVISION Host & Chairman C-Suite Community
Frozen (movie title)
"It is time for organizations to let go of any worry that's holding again efforts to provide ridiculously good content material! To succeed in 2015, you must have the wisdom (knowledge), the inspiration and the heart to do what others aren't doing. In different phrases....
Let it go, let it go
Cannot maintain it again anymore...
As a result of this is the stanza that may resonate a year from now, in 2016:
It is funny how a long way
Makes every thing appear small
Cannot get to me in any respect!"
- Ann Handley, Author of the Wall Street Journal bestseller, Everybody Writes
My Songs Know What You Did In The Dark (song title), Fall Out Boy
"Okay possibly not your songs, but your internet will know you even better than you thought doable. in 2015 the Semantic Net, fueled by Large Information, Social Media and the continued erosion of Privacy will turn out to be a mainstream advertising and marketing instrument. Firms striving to get extra personalized with their marketing will obtain nearer, extra 1:1 engagements that may take our data to predict the content we want to see and drive a extra useful (but barely creepy) net experience."
- Dan Newman, President, BroadSuite, Inc.
"Momma at all times stated life is like a box of sweets. You by no means know what you're gonna get." - Tom Hanks (Forrest Gump), Forrest Gump
"2015 will see a better importance positioned on what other clients are saying through on-line assessment sites, apps and different social media. Clients researching manufacturers will be higher outfitted to make buying selections given the wealth of knowledge available to them on brand sponsored pages as well as non-brand sponsored pages like Along with this comes shopper expectations which are based on different customer's experiences."
- Jessica Rogers, COCE Faculty, Marketing at Southern New Hampshire University Faculty of On-line and Persevering with Education
"You are gonna need a bigger boat" - (film quote) Roy Scheider (Martin Brody), Jaws
"Highly effective. Memorable and Timeless. Precisely what you want out of your advertising and advertising efforts. The brilliance in this line is much more profound if you notice that it wasn't within the script...it was adlibbed. This line sums up my thoughts on our trade moving forward. With 2.4 Billion model related messages going down each single day around the world the principles for marketers have changed without end. Just like in the movie, the weathered and experienced Captain Quint (aka: advertising and marketing exec), brings alongside the Police Chief Martin Brody (aka: the client) on his quest to overcome this enormous, Man-Eating Great White Shark (aka: consumer).
On the end, to accomplish his goal, Captain Quint has to forgo his long, onerous-lined beliefs and reluctantly agrees to make use of new, innovative and creative ideas brought to him by a unusual, brilliant Marine Biologist named Matt Hooper (aka: anyone who thinks differently than you).
The point is, now is the time to open up and be prepared to strive new things. Take some threat and acknowledge that the power and affect of this 25 foot shark (aka: shopper) is greater, stronger and has a larger presence than anything that we as entrepreneurs have ever seen earlier than. Not the whole lot works out as deliberate and among the greatest and most creative concepts come from collaboration. So...get an even bigger boat and go discover that shark (Begin buzzing the theme to Jaws now)....because you do not want to find yourself like Quint!"
- Michael Williams, CMO, Grand Prix of America, Formula 1
Tomorrowland (film title)
"Tomorrowland can be a riveting movie, and an apt description for the advanced state of promoting in 2015. Advertisers will begin to see payback from social media, and massive information will drive decision making more than ever before. Digital efforts to pinpoint, observe and observe consumers will evolve to a stage that may shock privateness champions. Advertising and marketing will grow to be more science than artwork, however conventional advertising will nonetheless outline and drive model recognition and brand consciousness."
- Barbara Goodstein, CMO, Vonage
Everytime I Look For You (tune title), Blink 182
"90 % ignore all chilly calls. More than ninety nine.9 percent of banners are 2015, even the mighty TELEVISION advertising industry is going to start seeing double digit declines in 2015 for the 1st time. We haven't hit the tipping level on content advertising yet. 2015 stands out as the yr once we see content material marketing attain important mass. Until then, will the final one selling banner advertisements please shut the door."
- Michael Brenner, Head of Strategy, NewsCred
Naked Gun: From The Files of Police Squad (film title)
"Within the Bare Gun: From The Recordsdata of Police Squad, there was an underneath-appreciated scene during which Lt. Frank Drebin (Leslie Nielson) walks into a ballroom and walks up to an unsuspecting Vincent Ludwig (Ricardo Montalban), who thought he had simply had Drebin gunned down and is chatting up Jane (Priscilla Presley).
Jane: "Frank!"
Ludwig: "Drebin."
Drebin: "You are both proper."
Nielson's retort, as amusingly refined as it could have been, has far broader context to the place entrepreneurs - principally pushed by shoppers - are shifting. Indeed, we have all heard the phrase "collaborative economic system" ad naseum. But the actuality is that we're culturally caring increasingly about what strangers believe to be the best course of action in driving our selections. You're each proper! We're all right!
Whether or not it is Urban Spoon for restaurants, Internet MD for hypercondriacs or GirlsAskGuys for courting and cross gender points - we're increasingly pining to purge insights from people we've by no means met and who may not even exist. This, in fact, will drive marketers, as we develop ideas, tools and ideas for brands and organizations - lastly bringing about understanding that the group could also be extra essential than the authoritative singular white guy with nice hair."
- Aaron Perlut, Associate, Elasticity
Power To the Individuals (song title), John Lennon
"In 1970, John Lennon lit-up the world with Energy to the Individuals. In 2015, we will give rise to the power of employees' voices. Enter a brand new advertising channel we call 'branding from the within out.'
Fueled by Millennials, the social employee revolution is the primary era of digital natives to walk the planet. The generation that helped to outline what it means to 'go social' will gasoline a re-delivery of creativity and help us to re-think about the way forward for advertising. Get ready for the @SocialEmployee Revolution!"
- Cheryl Burgess, CEO/CMO, Blue Focus Advertising and marketing
Shake It Off (tune title), Taylor Swift
"An excessive amount of is made of what we've accomplished, what others have stated, what previous achievements have been attained. But, manufacturers, CEOs and thought leaders have to be a number of steps forward, not targeted on past or present trends but developments others have but to see. To attach dots others miss or overlook that kind the roadmap to the longer term.
So, identical to Taylor Swift, we all have to "shake it off" and throw the previous within the recycling bin and move forward into the long run, boldly, courageously and with robust ardour for what we will attain in the future."
- David Brier, President/Artistic Director, DBD International, Ltd.
Catch Me If You Can (film title)
"Within the increasingly hyper competitive media and advertising and marketing wars, in 2015 "he who gets their first wins." That's why we are seeing 'land grabs' and 'brand grabs' in many business verticals...in the whole lot from tech to recreational marijuana dispensaries. That is going to imply extra partnerships in model, content technology and information collection to speed up market share. You will note level of sale units with facial recognition, huge information distilled in real time, mega brands buying media retailers so as to control as most of the channels as they can, ( like slotting within the supermarkets). The whole lot that can be powered and with bluetooth is fair sport.
Meaning cars, clothes, home equipment, something.. welcome to the IoT (Web of Things). Privateness has been diminished a buzz phrase and transparency is the brand new actuality. Query is...will we be in a greater place when it's all stated and executed? Has all of this technology made the world a better place? Made life easier for entrepreneurs? Lets see who ends up on the end line first."
- Jan Talamo, Chief Artistic Officer, Star Group/ M&M
It is All About That Bass (tune title), Meghan Trainor
"2015 will likely be remembered as the yr that breakout marketers shifted focus from the intense and glossy allure of flashy technological crutches 'the treble' and handed the heartbeat of their manufacturers back to their rightful house owners - their prospects 'The Bass.'"
- Will Seccombe, President & CEO , GO TO FLORIDA
"You have to be human first." - (movie quote) Crimson (Morgan Freeman), The Shawshank Redemption
"Within the travel industry, the opportunities for personalization in advertising and shopper experience remain monumental. I anticipate that the resort stay of the longer term will take into account the preferences individuals have opted to share, and as a result, be way more human and more genuine, all of which make it a particularly thrilling time to be working in this space."
- Sam Shank, CEO and Co-Founder, HotelTonight
The whole lot is Superior! (song title), The LEGO Movie
"All the pieces in digital media is, certainly, awesome! 2015 is the year the industry will finally notice that every one the bells and whistles technology can supply are meaningless with out top quality storytelling that evokes sturdy feelings within the viewers. For those who put the digital building blocks into the arms of the precise storytellers, the following degree of on-line stars will emerge and types will be capable to connect with their shoppers on a deeper AWESOM-ER degree."
- Catherine Clinch, Content Creator, Technique Consultant, Clinch Digital Media
"You're so useless, I'll guess you suppose this track is about you. Don't you? Don't You?" (tune title) You're So Useless by Carly Simon
"Marketers are all genuflecting on the alter of content however the prayers they offer are all still about themselves. Marketing isn't about the model any extra. It's all about what the consumers want and care about and guess what - it's not often marketing talk about your product or service. I hope 2015 would be the year that the entrepreneurs start truly walking their discuss and do more than faking it at the back of the church. "
- Drew McLellan, Prime Canine, McLellan Marketing Group
A Delicate Steadiness? (Broadway play)
"This play is an excellent metaphor for the wanted new psychological mannequin of promoting and marketing?. My prediction is that we'll see growing numbers of enlightened CMO and advertising executives who attempt to attain the wanted delicate balance between:
Brand objectives and shopper wants and needs
Previous and new media
Deliberate campaigns and real time initiatives
Inventive and analytics
Internal improvement and consumer generated content
Advertising , advertising ?and the other business features
The challenge of balancing these domains within the marketing and promoting vision,goals,methods and execution shouldn't be simple and best described by the promotion for the play - This is no play for sissies. Let's hope that all of our readers may have the courage to experiment with progressive strategies that replicate the wanted delicate balance."
- Jerry Wind, Lauder Professor, University of Pennsylvania
"Tomorrow" (tune title), Annie
And the sorrow
'Til there's none!
Wanting ahead to 2015 and (finally) seeing better days forward. After seven years of wrestle, the middle class American consumer is lastly beginning to show signs of confidence and while they are going to never be the identical, they're able to spend again, cautiously. We look ahead to welcoming them back to the table."
- Denny Publish, CMO, Red Robin
Revenge of the Nerds (movie title)
"After being ignored/dismissed by senior executives perpetually, the geeks are lastly rising up and turning into hip and respected. Some tech firms, e.g., Google, have been fueling this pattern, but it's turning into extra widespread and in 2015 it will actually take off throughout many various companies/industries. Possibly it's simply wishful considering on my part, but I believe it's finally our time to shine!"
- Peter Fader, Professor of Advertising, co-director of Wharton Buyer Analytics Initiative
"You are solely coming by means of in waves - your lips move, but I can't hear what you're saying." (music lyric), Comfortably Numb by Pink Floyd
"This lyric just about captures our industry's greatest downside right now. Numerous noise, no one really paying attention, so no true connections. Brands and companies need to go back to the drafting board in 2015 and give attention to significant connections with customers in the event that they need to make a distinction and transfer the needle."
- Joe Saracino, CMO, Erwin Penland
The Hunger Games, (film title)
"2014 was a yr many marketers and business leaders found themselves a bit hungry. They have been hungry for followers, followers, community, content material and conversions. Because a lot of them previously put an excessive amount of concentrate on building neighborhood within social networks they don't personal vs guaranteeing they had been investing in their own built-in platform to assist a extra steady basis and sustainable future.
In 2015 marketers will grow weary of feeling hungry and can get fed up with the pay to play mannequin being forced on them by Fb and different social networks. They will put extra give attention to bringing folks again to their house base and take back a few of the energy. It's time for a revolution of kinds. We'll see brands creating digital newsrooms, acquiring media platforms, investing in worker advocacy and external influencer packages. We'll see many diving deep into new media such as podcasting, Google Hangouts and extra to organically appeal to their audience and leveraging both art and science to win hearts and inspire their audiences to change into loyal brand evangelists."
- Pam Moore, CEO/Founder. Advertising Nutz
"Gambling is illegal at Bushwood, sir." - (film quote) Judge Smails (Ted Knight), Caddyshack
"With elevated pressures to prove the price of their gross sales & advertising efforts, companies will guess much less in 2015. As an alternative of betting on their intestine, we'll see extra B2C advertising budgets being spent in social reconnaissance efforts to better perceive and profile goal audiences. And on the B2B side of the world, we'll see firms hiring specialists to create detailed prospect profiles to give their gross sales & advertising teams a definite edge in social promoting efforts vs their competition."
- Tom Martin, author of The Invisible Sale
"Bond, James Bond." (movie quote) Any James Bond film
"What is my prediction for Marketing and Promoting in 2015? Mobile, cellular cellular. Geo-focusing on will turn into extra common as the power to touch clients at the right place and the fitting time with the appropriate content material is ready for explosion.
In terms of popular culture, the fallout from the Sony scandal could have a dramatic impact. It will be interesting to see the affect on the 2015 to be launched James Bond movie, Spectre. It was hacked and shall be launched upfront of the movie. Could it help box workplace gross sales? It may!"
- Eric Bradlow, K.P. Chao Professor of Advertising, Statistics and Schooling, Wharton
"Good judgment comes from experience, and numerous that comes from bad judgment." - Will Rogers
"Advertising and marketing continues to be half art and part science. As the science piece continues to accelerate in the type data analytics, entrepreneurs will more and more need to translate knowledge into insights...insights into action...and action into knowledge. As the pace quickens, so does the necessity to make judgments in applying the info in real time. Do not be afraid to act as you may achieve precious expertise and ultimately improved judgment."
-Randall Rozin, World Director Brand Marketing, Dow Corning Company
We're not gonna take it. (music title), Twisted Sister
"I'm under no circumstances a huge fan of Twisted Sister, not that's there's anything wrong with that. Nevertheless I believe their most well-known song ties in perfectly for what I see taking place in 2015 and that is quite merely consumers across the land (and this is applicable to both B2C AND B2B marketers) will simply and collectively say "sufficient."
There are two strains in this tune that I need to call out:
We've got the fitting to decide on and
There ain't no method we'll lose it.
And...
Your goal is never ending.
The first line speaks to customers' and their right to decide on no matter product or service, etc. they need - from any model they want whereas the second speaks to what I believe is the belief held by many consumers. And that is that brands and marketers simply do not care about them and all they're in it for is the money, AKA profit AKA the top aim. "
- Steve Olenski, Scorpio
Extra:
SUBSCRIBE TO & COMPLY WITH THE MORNING E MAIL
Get high tales and blog posts emailed to me each day. Newsletters might offer personalised content material or commercials. Study more
Newsletter
NEW! HIGHLIGHT AND SHARE
Part of HuffPost Impression