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In partnership with the Health Experience Project, GSW has
expanded its fourth-annual trends report to include a broader
l...
2014 TRENDS
Consumer

Marketing

Digital

Healthcare

Overview
Do you ever get the feeling that healthcare and people
are ...
We look at trends to understand our customers’ new
expectations for brand interactions. The ones built on
their day-to-day...
1.

ONE
FITS
ALL
ONE
In Short
Brands are using content marketing 

and data optimization in an arms race of
personal recog...
Hey You

Rapid Scale

Dear [insert name]. It looks so 

simple now, but that was the start
of how marketers thought about
...
Hey You

Rapid Scale

Dear [insert name]. It looks so 

simple now, but that was the start
of how marketers thought about
...
2.

CONTENT 

IN 

THE 

C-SUITE
In Short
CMO, meet the CCO. In 2014, 

marketing organizations will be expected

to be “c...
It’s Time

Mobile Differentiator

The end of 2013 saw a big shift in the 

conversation around content. The question
moved...
3.

BLURRING
THE 

LINES
OF REALITY
In Short
To draw people in today, marketers are creating new
kinds of brand experience...
1.
Three technologies 

are leading the way in
changing our everyday
surroundings, by adding
layers of images, video,
even...
3.

Augmented Reality
Augmented reality has been used to

do everything from add another layer of

information to a printe...
AR Growth
More and more brands are starting to integrate
AR campaigns into their ad budgets.

3.

Augmented Reality
Augmen...
4.

THE 

BRAND 

FORGIVES
YOU
In Short
Forgiving brands do more than sell you a
product – they can give you something to ...
Everyday Indulgence

Everyday Indulgence

It’s so easy to indulge. 

The BOGO shopping events,
extra caramel and whipped
c...
Everyday Indulgence

Everyday Indulgence

It’s so easy to indulge. 

The BOGO shopping events,
extra caramel and whipped
c...
5.

GUARANTEED
TO
REPEAT
In Short
Brands are taking a page out of the Beltway’s playbook
to get fans “on message” in every...
Talking Points
If you’ve ever watched the Sunday morning news shows, you know what “talking
points” are. They’re the short...
Talking Points

Easily Repeatable

If you’ve ever watched the Sunday morning news shows, you know what “talking
“Most forw...
6.

THE 

HUMAN 

IN THE 

MACHINE
In Short
After years of answer algorithms and 

recommendation engines, the human touch...
People Powered

Hyper Personalized

Welcome back, curators. It turns out that
data alone can’t create the perfect brand
ex...
People Powered

Hyper Personalized

Welcome back, curators. It turns out that
data alone can’t create the perfect brand
ex...
7..

THE
BIG 

DATA
REVOLT
In Short
In big data lies the potential for 

revolutionizing, well, everything. But this year
...
The Unfulfilled Promise
Remember how data was supposed to be the new creative? The new 

competitive advantage? Even the n...
74

%

74% of marketers say 

they need to be better at
analyzing data.

53

8

%

53% of marketers say
they have more dat...
74

%

74% of marketers say 

they need to be better at
analyzing data.

53

8

%

53% of marketers say
they have more dat...
7..

AGE 

OF 

VISUAL 

CULTURE
In Short
Today, our favorite stories are told in pictures.
1,000 Words

Mobile Differentiator

The old saying “a picture is worth

a thousand words” may need to be 

updated in 2014...
To discuss this report live, request another module, or 

schedule a presentation of trends, please contact Leigh Househol...
2014 Marketing Trends
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2014 Marketing Trends

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GSW teamed up with the Health Experience Project to identify the 8 trends that are changing how leading brands use marketing.

We’re calling 2014 the year of “Just for You.” Brands are moving from asking for attention to offering something valuable. From being for everyone to being for each unique niche of users. They’re creating a new consumer expectation. One that demands that marketing do more by delivering right-now relevance and irresistible experiences.

We've designed this report with healthcare marketers in mind. Together, we can use these trends to uncover new opportunities for healthcare marketing and spur category innovation.

Transcript of "2014 Marketing Trends "

  1. 1. In partnership with the Health Experience Project, GSW has expanded its fourth-annual trends report to include a broader look at the shifts that are changing healthcare marketing.
  2. 2. 2014 TRENDS Consumer Marketing Digital Healthcare Overview Do you ever get the feeling that healthcare and people are just missing each other? Healthcare is full of “do this” and “take that” directives. And, people… well, people 
 are full of good intentions, everyday missteps, and hope that it will get better. The kinds of experiences we need to build today – 
 to get people off the sidelines, to change behavior, to earn commitment – aren’t healthcare-marketing-as-usual. Instead, they’re innovative approaches that engage 
 people in new ways. Here’s the real challenge, though: We live in a world of rapidly changing expectations. But, our approval processes aren’t as fast. They’re long and rely more on insulating risk than innovating experience. The opportunity is finding the smart risks, the ones that can truly change our marketplaces. To prepare for where the world is going – not just respond to where it’s been. That’s where trends come in.
  3. 3. We look at trends to understand our customers’ new expectations for brand interactions. The ones built on their day-to-day experiences with technology, culture, and media.   This year, we’ve uncovered actionable trends in
 four key areas: consumer, digital, marketing and 
 healthcare. We’ll use those trends to systematically point to new opportunities for healthcare marketers and spur innovation. 
 We’ll ask, “What Could Be?” for healthcare brands 
 and customers. And deliver bold new solutions that change that business-as-usual game. Leigh Householder Chief Innovation Officer GSW Core Contributors Abigail Schmelzer 
 Alex Bragg
 Alex Brock 
 Amanda Joly 
 Bruce Rooke 
 Eduardo Menendez
 Jason Sankey
 Jeffrey Giermek
 Joel Gerber
 Joy Hart Kathryn Bernish-Fisher Mark Stinson Matt Cash Michael Donahoe
 Nick Bartlett
 Rupert Dooley
 Ryan Deshazer
 Shawn Mullings 
 Tyler Durbin
  4. 4. 1. ONE FITS ALL ONE In Short Brands are using content marketing 
 and data optimization in an arms race of personal recognition.
  5. 5. Hey You Rapid Scale Dear [insert name]. It looks so 
 simple now, but that was the start of how marketers thought about personalization: simply calling a customer by name. The majority of marketers are now customizing content based on 
 online messaging exposure (if you liked this, you might like that). The promise - and power - of truly personalized marketing has been at the center of the conversation about marketing trends and theory for years. Now, with real-time behavioral 
 data on customers, many are 
 determining each customer’s level of interest in the brand, their 
 loyalty, and their potential for
 incremental cross selling. Now, we’re in a period of rapid, widespread adoption of mass 
 personalization that can be largely attributed to smarter segmentation strategies and more automation. By matching that first-party data with third-party data from other 
 online and offline sources,
 marketers are delivering ever more personalized content offers and
 opportunities. 74 % Nearly 3/4 of consumers get frustrated when presented with non-personalized online experiences.
  6. 6. Hey You Rapid Scale Dear [insert name]. It looks so 
 simple now, but that was the start of how marketers thought about personalization: simply calling a customer by name. The majority of marketers are now customizing content based on 
 online messaging exposure (if you liked this, you might like that). Now, with real-time behavioral 
 The promise - and power - of truly data on customers, many are 
 personalized marketing has been determining each customer’s level at the center of the conversation of interest in the brand, their 
 about marketing trends and theory loyalty, and their potential for
 Personalized Media for years. incremental cross selling. Companies like Spotify, Pandora, and the newly Now, we’re in a period of rapid, launched iTunes Radio are all first-party data By matching that built upon a base of widespread adoption of mass 
 active user participation in the development
 of with third-party data from other personalization that can be largely personalized content tooffline you interested for
 online and keep sources,
 attributed to smarter segmentation term.   the long marketers are delivering ever more strategies and more automation. 
 personalized content offers, and The more you’re willing to participate, the better opportunities. the service becomes for you, and the less willing you are to jump to a new service. 74 % Nearly 3/4 of consumers get frustrated when presented with non-personalized online experiences.
  7. 7. 2. CONTENT 
 IN 
 THE 
 C-SUITE In Short CMO, meet the CCO. In 2014, 
 marketing organizations will be expected
 to be “content native.”
  8. 8. It’s Time Mobile Differentiator The end of 2013 saw a big shift in the 
 conversation around content. The question moved from, “why is content important to our brand?” to “how do we organize our business around content delivery?” The most usable brand content will be ready to use on the go: to be scanned while waiting in a line, browsed on a second screen, flipped through as mobile fidgeting. That means leaders will be focused on shorter, more actionable posts and shareworthy 
 images. They’ll be thinking beyond static, too, as video becomes an essential component of mobile strategy. That new question is a big recognition 
 that content can’t just be a lever of search engine optimization, it has to be how brands live in the digital world. How we connect with today’s enlightened buyer whose very non-linear “path to purchase”
 is socially influenced and brand inspired. New Leadership Creating these new content native 
 organizations has led to the development of new leadership roles and team 
 realignments. Today’s content engineers are part of integrated creative, social and search teams. They’re supported by
 photographers, writers and analysts. Netflix YouTube iTunes Amazon Video Hulu Real-time entertainment represents 67% of all peak internet traffic, and nearly 40% of all peak mobile web traffic.
  9. 9. 3. BLURRING THE 
 LINES OF REALITY In Short To draw people in today, marketers are creating new kinds of brand experiences, ones powered by visual spectacle and a lot of clever creativity.
  10. 10. 1. Three technologies 
 are leading the way in changing our everyday surroundings, by adding layers of images, video, even interactivity. Projection Mapping Projection mapping can change
 the face of buildings or create 
 entirely new interactive installations that blur the line between the 
 digital and physical world. View > 2. Virtual Reality 2014 will see the consumer release of the head-mounted Oculus Rift, 
 a 3D headset with sensors that track the user’s motions at incredible speeds with low-latency.
  11. 11. 3. Augmented Reality Augmented reality has been used to
 do everything from add another layer of
 information to a printed page to immerse people in epic video games that take over their physical worlds. These involving experiences reach further than the people who directly use them. Early AR case studies show that AR can not only prompt downloads and increase engagement, but also earn curiosity – significantly increasing other digital 
 behavior, particularly key word searches.
  12. 12. AR Growth More and more brands are starting to integrate AR campaigns into their ad budgets. 3. Augmented Reality Augmented reality has been used to
 do everything from add another layer of
 information to a printed page to immerse people in epic video games that take over their physical worlds. These involving experiences reach further than the people who directly use them. Early AR case studies show that AR can prompt downloads and increase engagement, but also earn curiosity – significantly increasing other digital behavior, 
 particularly key word searches.
  13. 13. 4. THE 
 BRAND 
 FORGIVES YOU In Short Forgiving brands do more than sell you a product – they can give you something to feel good about.
  14. 14. Everyday Indulgence Everyday Indulgence It’s so easy to indulge. 
 The BOGO shopping events, extra caramel and whipped cream on frappuccinos, a long shower that doesn’t end until the hot water runs out. Brands are helping add to the credit column with promises of guilt-free, even guilt-reversing, purchasing. They’re dialing up parts of their message that give consumers permission to feel good about themselves (while still indulging). Their new, winning brand promise, “have a positive impact on yourself, society, or, heck, the whole word.” Life is full of temptation. 
 And, that creeping sense of guilt that goes with it. Rapid Scale Many consumers are keeping count in their heads – debits and credits that add up to
 how “good” they’ve been in a given day. Chipotle was an early entrant in brand penance. It’s most recent 
 “The Scarecrow” video tapped into to people’s uneasy feelings about
 factory farms and promised Chipotle as the planet-positive choice. View >
  15. 15. Everyday Indulgence Everyday Indulgence It’s so easy to indulge. 
 The BOGO shopping events, extra caramel and whipped cream on frappuccinos, a long shower that doesn’t end until the hot water runs out. Brands are helping add to the credit column with promises of guilt-free, even guilt-reversing, purchasing. They’re dialing up parts of their message that give consumers permission to feel good about themselves (while still indulging). Their new, winning brand promise, “have a positive impact on yourself, society, or, heck, the whole word.” Life is full of temptation. 
 And, that creeping sense of guilt that goes with it. Rapid Scale Many consumers are keeping count in their heads – debits and credits that add up to
 how “good” they’ve been in a given day. Grade Chipotle was an early entrant in brand penance. It’s most recent 
 “The Scarecrow” video tapped into to people’s uneasy feelings about
 When asked about their own diet and levels of factory farms and promised Chipotle as the planet-positive choice. physical activity, and to assign themselves a grade from ‘A’ to ‘F’, US consumers gave themselves an View > average grade of ‘C+’ for their level of physical activity, and their personal diets an average grade of‘B-’. Only 12% gave themselves an ‘A’ or ‘A-’.
  16. 16. 5. GUARANTEED TO REPEAT In Short Brands are taking a page out of the Beltway’s playbook to get fans “on message” in every medium.
  17. 17. Talking Points If you’ve ever watched the Sunday morning news shows, you know what “talking points” are. They’re the short list of memorable catchphrases that politicians 
 develop and repeat over and over and over again in interviews until they solidify into fact. Launch Language The first brands to pick up the practice were technology companies. At launch events and in all the interviews that follow, they use short, repeatable phrases to frame the topic the way they want the public to talk about it. The #1 hallmark of this ready-to-pass on language is brevity. The phrases people remember and 
 repeat are about half as long as your average tweet. Beyond Social These clever headlines aren’t slogans, they’re hooks that change the context 
 people wrap around the product. It works because the brain looks for the big 
 picture before details. Once we have that big picture filter, it changes the 
 long-tail of search, the comparative criteria for similar products, and certainly
 the expectations for the experience. Listen to Apple’s next launch. You’ll hear each exec 
 repeat the desired headline at least twice, sometimes three times.
  18. 18. Talking Points Easily Repeatable If you’ve ever watched the Sunday morning news shows, you know what “talking “Most forward-thinking smartphone in the world.” points” are. They’re the short list of memorable catchphrases that politicians 
 develop and repeat over and over and over again in interviews until they solidify into fact. Launch Language The first brands to pick up the practice were technology companies. At launch events and in all the interviews that follow, they use short, repeatable phrases to frame the topic the way they want the public to talk about it. The #1 hallmark of this ready-to-pass on language is brevity. The phrases people remember and 
 repeat are about half as long as your average tweet. Beyond Social These clever headlines aren’t slogans, they’re hooks that change the context 
 people wrap around the product. It works because the brain looks for the big 
 picture before details. Once we have that big picture filter, it changes the 
 long-tail of search, the comparative criteria for similar products, and certainly
 the expectations for the experience. Listen to Apple’s next launch. You’ll hear each exec 
 repeat the desired headline at least twice, sometimes three times.
  19. 19. 6. THE 
 HUMAN 
 IN THE 
 MACHINE In Short After years of answer algorithms and 
 recommendation engines, the human touch is once again the new gold standard.
  20. 20. People Powered Hyper Personalized Welcome back, curators. It turns out that data alone can’t create the perfect brand experience. The human touch is what sets apart something we think you’d like from something we can’t wait to tell you about. These interactions are delivered on big come-one-come-all 
 websites and events, but they quickly move people to a very 
 personal 1:1 experience in the form of pop-up concierges, 
 celebrity curators, even real-live personal shoppers. Luxury Inspired Brands are borrowing from the 
 hyper-personalized approaches of 
 luxury goods to give their customers a sense of exclusivity powered by access and accuracy. Access: to collections designed by 
 the love/it hate it whim of celebrity 
 or the savvy preferences of the 
 almost-just-like-me athlete role model. Accuracy: through questions that sound like a personality quiz but give curators just the right insight to recommend 
 everything from the right snack to the perfect blue jeans. 
 This very-human point of view is changing the website 
 experience, even leading people to expect - of all things - an 
 actual phone call to follow up.
  21. 21. People Powered Hyper Personalized Welcome back, curators. It turns out that data alone can’t create the perfect brand experience. The human touch is what sets apart something we think you’d like from something we can’t wait to tell you about. These interactions are delivered on big come-one-come-all 
 websites and events, but they quickly move people to a very 
 personal 1:1 experience in the form of pop-up concierges, 
 celebrity curators, even real-live personal shoppers. Luxury Inspired Brands are borrowing from the 
 hyper-personalized approaches of 
 luxury goods to give their customers a sense of exclusivity powered by access and accuracy. 
 This very-human point of view is changing the website 
 experience, even leading people to expect - of all things - an 
 actual phone call to follow up. Handpicked Access: to collections designed by 
 Companies like whim of celebrity 
 the love/it hate itTrunk Club and Indinchino offer a
 personal stylist  who handpicks or the savvy preferences of the 
 a trunk of high-end clothes and ships it to you role model. almost-just-like-me athlete for free. 
 The service is way questions that sound Accuracy: through more hands-on than first time users expect. After completing give curators like a personality quiz but an online form, they receive 
 a phone call from their stylist and answer questions just the right insight to recommend 
 about their real the - not just their messy closets. everything from livesright snack to the perfect blue jeans.
  22. 22. 7.. THE BIG 
 DATA REVOLT In Short In big data lies the potential for 
 revolutionizing, well, everything. But this year marketers are thinking much smaller.
  23. 23. The Unfulfilled Promise Remember how data was supposed to be the new creative? The new 
 competitive advantage? Even the new oil? In 2014, we’ll still be trying to crack that code, leading many marketers to ask: Is it really worth it? We expect to see three main strategy shifts: Visualization Small Data Revolt Data visualization to make data instantly meaningful Small data to find numbers that are instantly actionable Replace big data with instincts and category experience
  24. 24. 74 % 74% of marketers say 
 they need to be better at analyzing data. 53 8 % 53% of marketers say they have more data than they know what to with. % Only 8% of marketers say it’s been easy to convert data into intelligence. Behind the Scenes During this lull in the dream of data, automation will continue to improve, creating more sophisticated systems that can cull through the sea of data to deliver greater insight against specific business objectives and more seamless activation / personalization in key marketing channels.
  25. 25. 74 % 74% of marketers say 
 they need to be better at analyzing data. 53 8 % 53% of marketers say they have more data than they know what to with. Only 8% of marketers say it’s been easy to convert data into intelligence. Behind the Scenes During this lull in the dream of data, automation will continue to improve, creating more sophisticated systems that can cull through the sea of data Crowdsourcing to deliver greater insight against specific business objectives and more Our ability to generate data far outstrips our ability
 seamless activation / personalization in key marketing channels. to analyze it. So, some brands and even scientists are crowdsourcing the investigation. 
 The New York Times and Washington Post have posted the text files of major legislation, asking readers to quickly uncover questions and hidden sweetheart deals. %
  26. 26. 7.. AGE 
 OF 
 VISUAL 
 CULTURE In Short Today, our favorite stories are told in pictures.
  27. 27. 1,000 Words Mobile Differentiator The old saying “a picture is worth
 a thousand words” may need to be 
 updated in 2014 to “a picture replaces a thousand words.” In 2013, several image-heavy networks were sold for $1 billion or more. Aging web companies - like Facebook (bought Instagram) and Yahoo (bought Tumblr) - believed these new social destinations would be their own fountain of youth. The communications we value most today are images that tell stories more quickly and succinctly than words or headlines ever could. This visual content and the visual surge is prompting marketers 
 to communicate differently, too. They’re telling stories in pictures and video, earning gestures (likes and forwards), and creating 
 share-worthy illustrations and graphics. Pinterest Technology + Volume Technology is a big driver of the
 visual shift. More people are engaging with social media via their smartphones and they’ve discovered that typing out a blog post on a two-inch keyboard is just short of impossible. 
 But more than hardware, pictures have tapped into a core human need to make sense of the vast amount of information we’re exposed to every day. They’re easy to sort, scan, and feel in control of. Tumblr Twitter LinkedIn The visual web is driving the rise of Pinterest & Tumblr with growth rates of 88% and 74% respectively over the last 12 months.
  28. 28. To discuss this report live, request another module, or 
 schedule a presentation of trends, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com Sources
 Janrain & Harris Interactive, 2013, eMarketer, CompTIA, 2013, ABI Research, 2013, International Food Information Council Foundation, May 2013, Sandvine, 2H 2013
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