Author Archives: Amy
Top Trend overclaim NO’ 1: Marketers will become coders…
The other day I stumbled across an infographic which claimed that one of the Top 10 trends for 2015 would be marketers becoming coders…
Admittedly my personal ability to learn coding is probably more likely than becoming a designer (drawing was never my forte) but equally the entire make-up of a person who is driven by marketing, and a person driven by code is entirely different. You only have to stumble through any agency and you can easily transition from design studio, to development studio, to marketing team and instantly see the difference in ambitions and personality by the desk space alone…!
In my mind the trend we will see over the next 10 years (so lets not jump the gun here) is that coding was always seen as a bit of a dark art. The creative you can judge, the marketing plan you can query but the code… Well god knows until you’re testing it and jumping up and down when you realise functions are missing.
The education sector is driving a new generation growing up constantly plugged in to understand and know the basics – this will be the biggest drivers of change. Companies like Barclays with their code playground look a darn site more interesting than the Amstrad blinking green-screen I once tried to create basic code for at the grand age of 10. Kids will feel more compelled to learn as its a faster, more immediate output suiting their “want it now” demands, and equally their peers will be able to do it. Who wants to have the latest social page if it hasn’t been customized and you’ve had to resort to (shock horror) default settings.
As these kids come through the system they will be more critical of coding decisions and more able to contribute to the debate, in the same way the average “marketer” can critique a design approach). The pressure of this on management will be to learn and understand more to kep up with the new generation rather than it being something left for other people to understand. And yes – there will be the marketers who dabble in code, WordPress blogs, even manage to build the odd page template or code up an email but by no means do I think these disciplines will converge in the same way. There is a clear line between marketing and design, there will be a line between marketers and code.
2015 wont be the year that marketers become coders. It will be the year that they start to place more importance in understanding itand start to decipher what’s involved. Coding for brands will be left to the experts and if a marketer can add value to discussion and have an understanding of what’s involved with “code” then that will be a big enough leap for me in 2015.
Yesterday I entered Sainsbury’s with the motivation of nothing more than the mundane “I’m going to eat 5 a day” NYresolution weekly shop and the purchase of a new frying pan (having charred mine with an experimental dinner that didn’t quite work out).
Little did I know in one foul swoop this consumer machine would shunt me from Christmas comedown to Easter menu planning in 20 paces.
Located in the doorway was a tasting station, not just a sample of one baked delight but instead offering me a mincepie titbit(reduced to 50p per 6 box) and a hot cross bun slice (new into store!)
Just like that forced to decide.
Am I hanging onto Christmas or ready for the springing lambs, bird song and daffodil fields that make springtime.
Well Mr Sainsbury I for one am neither (and with some willpower resisted either trial). I will not be catapulted through life at such an alarming speed that in one guilty bite you transport me past Valentines day, My first wedding anniversary, 2 family birthdays, Mothers day and most importantly MY birthday. Consumerism races us through one occasion to the next – each year seeming to up the ante and need for consumers to invest (and yes as a marketer I too admit I look at opportunities to do this) but seriously. Hot cross buns. In January? To taste?
What happened to the craze of moment marketing – transporting consumers to make the most of now?
And what bright-eyed merchandiser thought this could work – that Easter can be dragged out for 3 MONTHS!!
A simple search on Google enlightens you that Easter is in fact a one month occasion (on mass level). Trends don’t build to a lovely crescendo they hover and slightly over-index in advance of the occasion but BAM hit when the kids holidays do and isn’t one we’re actively trying to seek out to get ahead of the game,
Stop trying to flog me hot cross buns – they’re tea-cakes till March, and instead focus on passing off mini-eggs as a perfectly acceptable all round treat. That I buy into.