As the carol singers begin to warm those vocals, we approach the Festive period and the final stanza of the year. Before we all look ahead to 2015 and compile our marketeers’ predictions (and the odd short lived resolution), it would be amiss not to have a look back at the marketing year that was…2014.

It’s never the norm to start at the end, but hey, it’s Christmas…

2014 drew to a close amid frenzied scenes from Black Friday/Cyber Monday bargain hunters. Although an American institution, the pre-Christmas one-day sale is now commonplace in UK marketing strategy, with tactical and creative pricing techniques. This year we witnessed almost violent scenes as customers wrestled over 50 inch televisions doing ASDA’s brand or customer services no favours, yet for most, Black Friday has rocketed revenues. John Lewis have seen greater sales in the 2014 Black Friday week than any other previous trading week…which brings us onto the now institutional John Lewis Christmas Ad and this year…Monty the Penguin.

John Lewis not only pulled on those heartstrings as Monty found his soul mate, but also developed an excellent fully integrated marketing campaign. This came both through their communications and the consumer experience, not to mention being able to bring your toys to life with the virtual reality wizardry at the Oxford Street store. 

This summer we saw another excellent example of an integrated marketing communications campaign as the Tour de France rolled into Yorkshire. Le Grand Depart was unlike any other roll out of the tour with unprecedented numbers of spectators along the route (an estimated 4.8m) as the crowds up the Buttertubs Pass rivaled the hordes which annually line the Champs-Elyesees. This wasn’t just event marketing but destination marketing with Welcome to Yorkshire undertaking a specific targeted and integrated campaign. With marketing packs sent out to business not just along the route but throughout Yorkshire, the “yellow” theme and Welcome to Yorkshire branding was truly integrated, all the way down to the detail of pin badges on all dignitaries, even adorned by Prince William as he set the 219 strong field on their way (not to mention the odd yellow sheep). This was a true success as post event research found 25% of those surveyed as part of UK wide research now saying they will visit the County and 33% seeing Yorkshire more positively. Not to mention bringing an estimated £102m into the Yorkshire economy. 

2014 saw the continuation of the rapid rise of digital marketing methods and platforms, with many organisations favouring an intrinsic digital marketing focus. The key in 2014 (and getting ahead of myself for 2015) was, and will be, the growth of video content. 

Video content and the potential of social virility is something we all want to achieve and no more so was this shown than with the ALS Ice Bucket Challenge. Though not actively promoted by the charity this was one of the finest examples of viral activity, along with a bit of peer pressure and celebrity power (questionable whether this was for the charity or their own profile). Following on from the success of the #nomakeupselfie the Ice Bucket Challenge took viral marketing to the next level. ALS received an astonishing $98.2m from 29 July to 28 August this year compared with $2.7m donated during the same period last year, a testament to the power of video social media marketing.

Whilst there has been advertising opportunities available through social media platforms for a number of years, 2014 saw the first wave of Instagram advertisers as Cadburys led the way. Facebook have also moved to ensure that all advertising on the platform becomes paid. Conversely, adversity to advertising on social media is growing as users maintain a thirst for content. One area of real digital growth was the propensity of mobile/tablet web browsing, so is your website responsive and mobile friendly for the future?

In contrast to the growing digital trend, leading high street retailer, Next, made the return to print and physical direct mail with their Next Directory. So, despite the digital revolution there is still a need for traditional marketing channels in your varied mix. 

We will see in 2015 whether the growth of mobile marketing, which stalled in 2014, with 52% of organisations stating unchanged or reduced mobile advertising spend, continues or reduces. Moving back to Christmas 2014, with the in-store offers and growing discontent with online purchase processes, 45% of shoppers have returned to the High Street.

Much like that Christmas Day meal, there is a lot to get through, especially as so much happened in the 2014 world of marketing. So we are going to have a break, but make sure you return to SilverBullet.co.uk  for part two of the year that was 2014….