Wellness, digital trends to set agenda in ’15

(Second of two parts)

MANILA, Philippines–We continue here with the list of trends that we see influencing marketing and branding campaigns this year.

This is based on marketing a business perspective and we are sure that a watchful eye on constant changes in consumer behavior and consumption will bring forth just as many opportunities as well as counter-trends.

11. Natural and slow food for better health and wellness

Together with the stability of the middle class who can now afford to choose healthier lifestyles and food, we will find a rise in the number of farm-to-table restaurants and stores offering organic and alternative choices to fast food.

12. Go-to-market

Business models will keep changing. In the pharmaceutical industry, medical representatives doing cold calls in hospitals or sending of many doctors abroad to drive prescriptions will no longer be the norm, due to both regulatory issues and questions on the return on investments of such activities.

13. Digital as an entire value chain

Digital (online, mobile) will continue to rise against traditional media, not just because of rising smartphone ownership but also because of real time interaction and feedback. However, it won’t be treated a mere tactic but as an ecosystem where the consumer journey (search, buy, service) will be taken into consideration.

14. Internal branding

The human resources department will play a greater role in internal marketing. No longer will they be expected to do the usual recruitment and benefit management alone but those strategic thinking HR will be Chief Execution Officers or becoming the 2nd CEO no less, empowering others to get their job done and at the same time showing their own ability to get the company’s and brand DNA’s interpreted internally.

15. Bloggers as influencers

Top bloggers will continue to have more significant roles to play other than merely online blogging.  Together with mainstream media personalities, they will also become major endorsers and brand ambassadors and will cross over to other media, becoming a key factor for success for making brands succeed. Examples include bloggers featured in a Preview magazine cover, and Unilever bloggers as brand ambassadors.

Socialization in a digital world

16. Rise in membership of clubs and associations

The Internet and increasing smartphone penetration will make people want to find another channel to connect in a more personal level. Organizations that have exploited this trend are Anvil Business Club among the Filipino-Chinese and White Space Club among entrepreneurs and marketers where people get together to interact and exchange ideas personally and build networks outside Facebook and Twitter.

17. Click and collect

Instead of click and deliver, you can expect more consumers to reserve or order online then pick up and/or try in-store to interact with other people.

18. Authenticity

Brand advocacy will become a minimum requirement. As consumers become more well informed, they will be able to spot the difference between honest purpose and mere activities to glorify brands, the former treated as a friend, the latter a foe.

Ascendancy of entrepreneurs

19. Entrepreneurs as rock stars

Successful entrepreneurs who are creative, thrive in uncertainty and are practical problem-solvers will be hero-worshipped by the young. With personal freedom as a big come-on, many younger people will be inspired to be entrepreneurs to make a difference in society, even at the expense of finishing their college education.

20. Emergence of entrepreneurial apps

With rise of business apps, housewives can become hoteliers or home restaurant chefs, a brother can be in car rental business, a cousin in the neighborhood messenger services—where services can be offered online to time-constrained individuals needing someone else to run an errand for them including walking the dog.

There are more matters that will continue to evolve in 2015 and definitely affect the economy. These include social issues of migration, religion, education, gender roles, climate change and disaster preparedness, not to mention the integration of the Association of Southeast Asian Nations this year and political movements toward the 2016 presidential elections.

It will truly be an exciting year ahead.

(Josiah Go is chair of marketing training firm Mansmith and Fielders Inc. while Chiqui Escareal-Go is president and CEO of the Mansmith Training Group. They can both be contacted at [email protected]. For the complete list of 20 trends and predictions, visit www.josiahgo.com.)