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Strategic insights
Four Big Trends to Reach 'New Normal' in 2015



Written by on December 17, 2014

In 2015, four massive trends will stop being trends and instead become what we call the new normal. When this happens, it's no longer a question of 'if something might happen', but rather it is already happening and is now dominating the market.

Most brands, and indeed publishers, are very slow to realize this, but four massive trends will all become the new standard way of doing things in 2015, causing everyone who hasn't changed yet to look awfully silly.

In short, these four trends are:

  • Mobile: Firstly, in terms of what devices we use, but also (and more importantly) how people are mobile. Up until now, mobile has just been a trend. In recent years it was a very clear trend, but now it is moving into the 'new normal' phase.
  • Digital advertising spending: Several years ago, the way people consumed media changed from traditional to digital, so one might say this hasn't been a trend for a long time. But it isn't until now that brands are really getting the feel for it. In 2015, digital advertising spending will surpass print.
  • The disruption of crappy advertising metrics: A very big topic for years now has been how absolutely awful our digital advertising metrics are, with several reports finding that 54% of the ads you pay for are never seen by anyone. But 2015 will change that, as ad networks will start to compete on accurate metrics, which in turn will become the new baseline for advertising online.
  • The direct path: Another big trend is how brands are increasingly connecting directly with their audiences. But in 2015, this too will no longer be a trend but reach a level where it's just how things are done.

Each of these are things that you have heard about before. None of this should come as a surprise to you. But what is changing about them is that they are no longer things that brands 'might do', but are now things that most brands 'are doing'.

So let's talk about what this means for you.

Trends versus normal?

Before we talk about these four trends, what is the difference between a trend and a 'new normal'?

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Thomas Baekdal

Thomas Baekdal

Founder of Baekdal, author, writer, strategic consultant, and new media advocate.


Check out my book: THE SHIFT - from print to digital and beyond? Free for Baekdal Plus subscribers, $8.79 on Amazon.

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