Matt Weiss, Global Chief Marketing Officer, Havas Worldwide
If I have to suggest what digital marketers should focus on in 2015, I'd say one word: "ideas." First- and third-party data, personalization, omni-channel, multi-channel, collaboration, platform infrastructure, dark digital, connectivity, mobile, and on and on.
The list of buzzwords and subject matter will no doubt relate to the rapid adoption of mobile and how we connect with consumers in an age of personalization. But I'd like to point to something entirely different, something that may or may not make headlines that are buzzworthy. One word: Ideas. Regardless of the who, what, why, or how of marketing, there will always be "ideas." Powerful. Motivating. Insightful. Brilliant. Expansive.
Without a platform-level idea to drive unification across marketing activity, marketers are left with tactics, tricks, and one-offs. For me, 2015 will be the year of the idea-powering activity across paid, owned and earned channels. "Ideas" will motivate consumers to action and create a competitive durable advantage for those marketers who understand what lies at the center of a buzzword-driven marketplace.