With so much interesting marketing activity in 2014 we have decided to split our review into two parts, so now that the turkey has digested in part two we continue to look at some of the key marketing trends we saw in 2014.

Despite all the marketing channels available at our disposal, in the mass retail world of the Supermarket, the rise to prevalence of pricing strategy has been nothing short of dramatic. We have seen one of the fiercest marketing battles in recent years based upon a true supermarket price war. The rise of budget shops Aldi and Lidl has been rapid in 2014 and the traditional market share of the “Big Four” has not just been eroded, but potentially destroyed. The out and out price war may have also ended the British supermarket loyalty card system with a return to consumers potentially favouring simple pricing. Will this prove to be a nightmare for all those consumer purchase profile behaviour analysts? Coupled with Tesco’s “creative accounting” this has been an incredibly damaging year for some of the best-known retail brands in the UK. In contrast, it is not just the budget offer that is eroding the big four’s market share, as less price sensitive shoppers, along with potential strengthening of the UK economy, has allowed Waitrose to emerge as one of the strongest performing supermarkets in the UK.

In an increasingly financially savvy world there is definitely a need for greater marketing spend analysis. As marketers, our budgets are being placed under increasing scrutiny from the financial powers that be. We are being made to produce detailed reports on our spend and show how we are ultimately increasing revenues. This is in part due to the greater accountability of our modern marketing techniques and practices. Martin Sorrell has stated that this has in fact limited creativity, with brands and marketers becoming cost controlled.

But do not fear, despite increased reporting and more advanced Customer Related Management Systems, 2014 has still given us some excellent examples of creative marketing. Back to those supermarkets and credit to Aldi and Lidl for some excellent creative and branding throughout 2014, in particular the “Every Lidl Counts” and  “Lidl surprises” campaign as Aldi challenged the new Morrison’s loyalty card. New kids on the block Uber and their digital taxi service has brought some highly creative promotions, not to mention the bold approach to PR. Several brands jumped on the FIFA Football World Cup bandwagon, with Adidas’s integrated “All or nothing” campaign arguably leading the way. Not to mention the unorthodox, if controversial Sainsbury’s World War One Christmas epic in conjunction with the Royal British Legion.

Overall, 2014 has seen some key trends. No more so than the growth of online video marketing. We as consumers these days have a thirst for content that seemingly cannot be quenched. In 2014 it has been imagery and primarily online video through the various “smart” devices we utilised in order to consume this content. We can best see this with the exponential growth of Vine and the growth of online vloggers (video bloggers).

Be your campaign largely digital in focus, or more traditional print and PR, one marketing principle has held true in 2014 - the importance of a consistent message through an integrated campaign. All the successful campaigns we have spoken about are delivered with an integrated and consistent message, giving the best opportunity for your target market to not only hear the message, but to understand and act upon it.

SO all in all, what a year 2014 was, a momentous year for all in marketing. A real year of growth, change and we have seen some pretty major events along the way. 

On a personal note a special year for all at SB Towers as we celebrated our 15th Birthday - a true milestone for our fully integrated marketing agency. From our modest Ouseburn beginnings we are now at the heart of the North East’s creative hub. 

In 2014 we have produced some of our best work for our great clients, 

With several new brands and campaigns. Yet we are never satisfied and we are already looking forward to 2015 and doing even more for our clients, more creative, more content and new ways of marketing their message.

If you want 2015 to be a momentous year for your company we here at Silver Bullet can help. Worried about your brand? Not sure of your targeted strategy? Looking to develop in an increasing digital era? Why not get in touch with us at Silver Bullet and pop in for a chat. Email us at hello@silverbulletmarketing.co.uk  or give us a call 0191 261 7422.