Award-Winning Marketing Agency Reports on a Digital 2015

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The rule of free social media marketing is over, according to award winning marketing and design agency Zero Above. Revealing ‘what’s Important in digital for 2015’ in a recent report, Alexander Ward, Head of Digital at the sustainable agency has underlined what is to be expected in this year’s digital marketing arena.

Zero Above Digital Marketing

Alexander Ward, Head of Digital at Zero Above

As brands become more aware of the importance of digital, so they create better experiences for users. The by-product of this is that users become less tolerant of poor experiences

“If platforms are throwing all content at all users, they'll quickly find themselves without said users and devalue everything up to that point,” argues Alex. “As an industry it’s important we adapt to this change and realise that the era of ‘free’ social marketing is coming to an end - certainly on platforms with such large userbases anyway. This isn’t to say organic reach is over, just that investment is needed to support those activities.”

Notable highlights of Zero Above’s Digital Review of 2015 include:

Poor UX (User Experience) has direct effect on brand association. 2015 will witness the birth of CX (Customer Experience) and CEM (Customer Experience Management) as users become less tolerant of poor experiences, according to Alex.

“As brands become more aware of the importance of digital, so they create better experiences for users. The by-product of this is that users become less tolerant of poor experiences and we can expect this to continue in 2015. That means if your research shows people are frustrated with your site or your app, it’s time to make a change.”

“The importance of UX (User Experience) has become more evident in the last few years, which is fantastic news. With this, there’s been a realisation that the UX is part of the overall experience a customer receives and has a direct affect on their brand association. We’ll start to see CX (Customer Experience) and CEM (Customer Experience Management) terms being used more, which essentially map the overall journey of customers.”

Half of businesses don’t have a digital strategy. “Accordingly to a recent eConsultancy survey, 50% of businesses don’t have a digital strategy; although these brands will certainly enjoy an element of success. As the digital space becomes more crowded with marketing messages, we’ll see strategic, integrated approaches grow as their value becomes more evident.”

The future – Brand Managers to take more control over digital. “Integrated approaches, encompassing the delivery of messages across multiple channels will have an effect on the CX, enveloping things like display marketing and social into that area of responsibility. Longer term, I’d predict Brand Managers will take much more control over digital and the two will become less independently defined.”

“There are some big changes in social, a focus on experience and more importance resting on strategy. It’s an exciting but challenging time to be in digital and as time progresses more is expected from us to deliver a high-quality, unique, considered and intelligent service.”

Zero Above is an award-winning, sustainable design agency. Read Head of Digital Alexander Ward’s full review here

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