Marketing Predictions for 2014
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In 2014, marketing is shifting towards individual and tailored brand stories as consumers become more vocal and influential. Key predictions include the rise of customer advocacy, the growing importance of big data for small businesses, and the dominance of mobile and video marketing. Additionally, effective marketing will require refined tools and a focus on authentic content, as social media signals are expected to surpass traditional backlinks for ranking purposes.
Marketing Predictions for 2014
- 1. What’s on Your Marketing Radar this year? January 2014
- 2. 2014 - it’s all about the individual & tailored brand stories. Consumers are smarter and more vocal than ever before. No longer are the storytelling controls in marketer’s hands, the end-user and consumer can jump in at any time and take over. For marketers, this means a shift to more focused branding and the need for more refined tools to measure any initiative’s effectiveness. 2
- 3. Top internet marketing predictions for 2014  Customer Advocacy Becomes Crucial  Big Data Leverage Will Be Possible for Smaller Businesses  Mobile Marketing Explodes  Segmentation Makes Marketing Automation a Necessity  Video Marketing Gains  Google+ Stops Biding Its Dominance Time  Content Remains King  Social Signals Beat  Business Blogging Will Backlinks for Top Rise Rankings 3
- 4. Customer Advocacy Becomes Crucial  Find the customers who love your brand, reward them, and encourage them to advocate for you  More companies are creating specific roles to head up customer advocacy programs  Salesforce1 Customer Platform can help  There’s too much noise for a single voice to cut through the crowd, brands need to build their army of advocates 4
- 5. Big Data Leverage Will Be Possible for Smaller Businesses  Users are generating more and more valuable marketing data every second  Companies that leverage data will have a competitive advantage and stronger customer advocacy  Now there are “Big-Data-as-a-service” companies sprouting up that put the power of Big Data into your hands 5
- 6. Google+ Stops Biding Its Time  Google has been slowly integrating its services under Google+  One of the biggest rollouts was requiring a G+ account to post comments on YouTube  Seeing signs that they are ranking visible comments in YouTube based on G+ activities  Study by SearchMetrics concludes that sharing on Google will overtake Facebook by 2016  If Facebook stumbles, watch for a possible victory for Google in the social media world 6
- 7. Social Signals Beat Backlinks for Top Rankings  For years, Google’s primary way of measuring was through backlinks  Google has been experimenting with social signal measurement  We believe that social media signals will outrank the importance of backlinks  It may be time for a wakeup call if you’ve been betting on backlinks 7
- 8. Mobile Marketing Explodes  Android holds an impressive share of the smartphone market  Apple and Windows phones are still in the running  As mobile platforms becomes better and better, marketing toward mobile phone users will in turn become better  Mobile usage is an undeniable factor in interacting with content  Marketers need to accept this reality and move mobile optimization up on their priority lists 8
- 9. Segmentation Makes Marketing Automation a Necessity  Consumers are becoming smarter and expect more of a one-on-one experience with brands  Marketers will have to turn away from larger demographics to very tightly defined ones  Need to segment will require an increase in usage of marketing automation techniques and tools  As the market continues to fracture into finer and finer categories, expect new automation strategies and platforms to pop up 9
- 10. Video Marketing Gains Dominance  Of the top 10 fastest growing apps in the world, four are visually based - Vine, Flickr, Instagram and YouTube.  Vine grew 403% from the first part to the second part of 2013  Video will only grow over the course of the coming year  As social media channels and content platforms improve, more emphasis needs to be placed on visual content 10
- 11. Content Remains King  73% of people prefer to get information about an organization through articles, rather than traditional ads  61% of people feel better about companies that deliver custom content and are more likely to buy from them  Entertaining, storytelling, informative content will triumph over bland, run of the mill content  Key to winning over new customers will be a focus on authentic and relevant content 11
- 12. Business Blogging Will Rise  61% of US consumers have made a purchase based on a blog post  Old advertising portals are also forcing shifts toward quality instead of quantity  A marketer never has to worry about the algorithm changing on a business blog  Brands need to produce excellent, highly-relevant content in order to dominate 12
- 13. Each year brings about new challenges for marketers. The marketers who stand out in 2014 are the ones who take advantage of the shifting tides. 13