As the New Year begins, it seems like everyone has a prediction. But it doesn’t take a crystal ball to recognize the marketing trends emerging for the coming year – just a good look at the world around us. Here are five things we’ve observed and we’ll be thinking about as we start off the year. 1. Marketing gets personal, again. There was a time in history when the Kirby vacuum cleaner salesman came to your door and customized his pitch just for you. Well that day has returned, but your door is now the closest screen. Consumers recognize that they are individuals and expect you to reach out to them in relevant ways. Painting your marketing efforts in broad strokes just doesn’t work anymore. Find them and talk to their needs, or they’ll slam the door. 2. Mobile matters more. If you’ve been dragging your feet on mobile, it’s time to step up. Your customers and potential customers are on the move and connecting 24-7 on their mobile devices. Studies throughout 2014 revealed some crazy facts like these. Adult consumers in the US spent an average of 34 hours a month on their mobile device and only 27 on the PC. If your website isn’t responsive and mobile-friendly, people will find a website that is. It’s that simple. 3. Search Engine Marketing becomes more difficult. So you think there’s a formula for manipulating the search engines to give you high rankings? As Google and other search engines adapt their algorithms to ensure their users get relevant results, all the tricks are fading away, except one – provide quality, relevant content. While it remains important to build your site with search engines in mind, the only way to ensure people find you is to give them the information they’re looking for – and do it regularly enough to keep your site fresh. It matters. 4. Transparency is not negotiable. You can’t fake it, especially when the Internet allows everyone a look inside the day-to-day operation of your company. If your “story” isn’t real, they’ll find out. With a trend toward creating relationships, it’s important to figure out who you are, tell your customers who you are, then be it. The “net” catch as broad an audience, but it will fall on the right customers – yours. 5. Quality content is crucial, still and always. Doesn’t it make you crazy when you check out the first few links on your search results page and the content is just the same old information repeated and repackaged over and over again? In 2015, savvy consumers want new and value-added content written in an interesting way. It’s time to consider a real writer and content creator for your digital needs – your customers are demanding it. Aren’t they worth it? Not everyone is a marketing expert, but we are. And we love working with clients to create great content and deliver it effectively. As for the next trend, it’s clear. 2015 is going to be a great year.