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HEALTH, MEDIA AND MARKETING

TRENDS FOR 2014
MARIAN SALZMAN
HAVAS PR NORTH AMERICA

AUG. 21, 2013
WHY TRENDS?
WHY LOOK AT TRENDS?

2
WHY TRENDS?
WHY LOOK AT TRENDS?
FOR DIRECTION ON THE JOURNEY

TO PILOT PROFESSIONALS,
INDUSTRIES AND BRANDS WITH
SMART, IN...
WHY TRENDS?
WHY LOOK AT TRENDS?
TO ID WHAT’S DRIVING THE FUTURE—
AND PLAN FOR LONG-TERM SUCCESS.

4
WHY TRENDS?
WHY LOOK AT TRENDS?
AND FOR US HERE TODAY: TO UNDERSTAND

WHICH TRENDS ARE GOING TO MAKE A
DIFFERENCE IN THE H...
LEARNING TO SPOT TRENDS

IT MEANS TRACKING

PEOPLE
6
LEARNING TO SPOT TRENDS

IT MEANS TRACKING

SOCIAL
MOMENTUM
7
LEARNING TO SPOT TRENDS

IT MEANS TRACKING

COMPANIES
8
LEARNING TO SPOT TRENDS

IT MEANS TRACKING

ECONOMIES
9
LEARNING TO SPOT TRENDS

IT MEANS TRACKING

RADICAL
BREAKTHROUGHS
10
LEARNING TO SPOT TRENDS

IT MEANS TRACKING

BRANDS
11
HEALTH TRENDS

12
HEALTH TRENDS
LETTING IT ALL HANG OUT
IT’S A REACTION TO THE

PERCEPTION THAT
PRIVACY DROPPED DEAD.

13
HEALTH TRENDS
OLD COMES MUCH LATER

AT, SAY, 90.
14
HEALTH TRENDS
HEALTHCARE MIGHT BECOME LIFECARE
WE’RE ALL GOING TO LIVE
SO LONG AND WILL HAVE

TO PAY PROMISCUOUSLY
FOR A C...
HEALTH DISAPPEARING ACT
TRENDS
DOCTORS START A
TECHNOLOGY WILL START
ALLOWING ROUTINE MONITORING

FROM PATIENTS’ HOMES.

1...
HEALTH TRENDS
DOCTORS START A DISAPPEARING ACT, PART II

AS THE POPULATION AGES AND THE
HEALTH LAW EXPANDS INSURANCE, WE
M...
HEALTH MUCH, DR. ROBOTO
TRENDS
THANK YOU VERY
TECHNOLOGY ALSO WILL SEE

MORE AUTOMATONS
PERFORMING PROCEDURES AND DOING
BA...
HEALTH TRENDS
HAPPINESS IS … POLITICAL
GOVERNMENTS ARE RECOGNIZING

THAT IT’S A SIGNIFICANT
NONECONOMIC INDICATOR
OF NATIO...
HEALTH TRENDS
NOT TIRED OF FATIGUE
FROM DECISION FATIGUE TO
STATUS QUO FATIGUE, “ALWAYS

ON” FATIGUE TO WORKPLACE
FATIGUE,...
HEALTH TRENDS

FAST FACTS
ON THE RISE: THE ROLE OF ANALYTICS

AND USE OF TOOLS THAT GIVE
DOCTORS INSTANT INFORMATION,
PLUS...
HEALTH TRENDS

OBAMASCARE
MANY PEOPLE WILL CONTINUE

TO FEEL UNCERTAIN ABOUT
THE AFFORDABLE CARE ACT

AND WHAT IT WILL MEA...
HEALTH TRENDS

ON THE EDGE
THANKS TO THE PATENT CLIFF,
PHARMA COMPANIES WILL NEED TO
CHANGE THEIR BUSINESS MODELS

TO BECO...
HEALTH TRENDS
SURGERY GOES SOCIAL
IT’S BECOMING A GREAT WAY
TO GET INFORMATION TO THE

MASSES—AND SHOW AND
DESCRIBE SURGIC...
AND UNDERLYING IT ALL …

SEMI-WELL IS THE

NEW NORMAL
25
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

26
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

1.

WE WILL SEE A DEMOCRATIZATION
OF MEDICAL KNOWLEDGE

27
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

2.

A TRANSPARENT MERITOCRACY
AMONGST DOCTORS

28
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

3.

FINALLY—CONSOLIDATED PATIENT
INFORMATION!

29
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

4.

TECH WILL CATALYZE DRASTIC
SYSTEMWIDE COST SAVINGS AND
EFFI...
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

5.

OUR MEDICAL KNOWLEDGE WILL
ADVANCE AT RECORD SPEEDS

31
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

6.

DOCTORS WILL BE TRAINED TO BRING
“CARE” BACK INTO “HEALTHCA...
SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY

7.

WE WILL SEE UNPRECEDENTED
MARKET CAPS
—Health entrepreneur ...
MEDIA TRENDS

34
MEDIA TRENDS
THE CLOUD WILL BECOME MORE INTELLIGENT

VIRTUAL AGENTS COULD, FOR EXAMPLE,

DESIGN A WEEKLY MENU BASED ON
SOM...
MEDIA TRENDS
YOUTUBE AS MAJOR NEWS DESTINATION

THE SITE “IS A GROWING DIGITAL
ENVIRONMENT WHERE PROFESSIONAL
JOURNALISM M...
MEDIANEWS EXPLOSION
TRENDS
THE MOBILE
GLOBAL CONSUMPTION OF NEWS ON

MOBILE DEVICES IS RISING.
SMARTPHONES, LAPTOPS AND TA...
MEDIAEMAIL NEWSLETTERS
TRENDS
CURATED DAILY
THE EDITORS BEHIND THESE PRODUCTS
SCOUR THE NEWS SO THAT READERS DON’T

HAVE T...
MEDIA TRENDS
THE MERGING OF MEDIA AND COMMERCE

TODAY, ADVERTISING AND EDITORIAL
ARE MERGING, WITH MEDIA OUTLETS
SELLING M...
MEDIA TRENDS
LONG-FORM JOURNALISM IS NOT DEAD
APPS AND TABLETS PROVIDE A DELIVERY

METHOD FOR LONG-FORM ARTICLES.
CONVENTI...
MEDIA TRENDS
THE ARTISANAL MAGAZINE BOOM
NECESSITY AND DEMAND
FROM THE NICHE OF AUDIENCES
WHO PURCHASE THESE COLLECTIBLE
P...
MEDIA TRENDS
THE RISE (AND FALL) OF SOCIAL NEWS SITES
THESE WEBSITES FEATURING USER-POSTED

STORIES RANKED BY POPULARITY

...
MEDIA TRENDS
KICKSTARTER TO FUND NEW PUBLISHING VENTURES

THE PUBLISHING VERTICAL AT THE
WORLD’S LARGEST CROWD-FUNDING
PLA...
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

44
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

1. MICROVIDEOS: VINE
45
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

2.

MOBILE MESSAGING: WHATSAPP,
WECHAT AND OTHERS

46
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

3. PHOTO MESSAGING: SNAPCHAT
47
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

4. PHOTO SHARING: INSTAGRAM
48
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

5.

SOCIAL BOOKMARKING:
PINTEREST

49
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

6.

SOCIAL NETWORKING MEETS
MICROBLOGGING: TUMBLR

50
SEVEN SOCIAL PLATFORMS

TRANSFORMING
BRAND MARKETING

7. SOCIAL NEWS: BUZZFEED
51
MARKETING TRENDS

52
MARKETING TRENDS
BIG DATA GETS REAL
BETTER TOOLS AND GREATER KNOWLEDGE
CONCEPTS ARE CHANGING THE LANDSCAPE RAPIDLY.
ORGANI...
MARKETING TRENDS
REAL IS A COMMON DENOMINATOR
QR CODES GET REAL, TOO, AND USAGE
WILL GROW AND BECOME MORE RELEVANT
AS WE L...
MARKETING TRENDS

MOBILE MATURE
THE POST-PC ERA HAS ARRIVED, AND ANY MAJOR
ORGANIZATION THAT ISN’T INVESTING HEAVILY IN

M...
MARKETING TRENDS
REPUTATION MANAGEMENT

JOINS THE BIG LEAGUES
THE RISE OF SOCIAL MEDIA,
INCLUDING BLOGS AND REVIEW SITES,
...
MARKETING TRENDS
GREENWASHING SUBSIDES
MANY ORGANIZATIONS HAVE MADE AN EARNEST ATTEMPT TO
BECOME GREENER, BUT IT’S NO BULL...
MARKETING TRENDS
MEASUREMENT RULES
BUT MEASURING ROI IS STILL PROVING DIFFICULT,

AS IS DIFFERENTIATING STRATEGIES ENOUGH
...
MARKETING TRENDS
DIGITAL MARKETING IS STILL VITAL
REACHING CONSUMERS ON THE GO,

THROUGH MOBILE, IS KEY;
SO IS MAKING CONN...
MARKETING TRENDS
SOCIAL MEMES MAKE QUICK WORK
BEWARE THE RISK INVOLVED IN THIS INSTANT
MARKETING PHENOMENON, BUT THE REWAR...
FIVE SURPRISING
MARKETING TRENDS

61
FIVE SURPRISING
MARKETING TRENDS

1.

SMARTER
SOCIAL MEDIA

62
FIVE SURPRISING
MARKETING TRENDS

2.

SIMPLICITY WILL
REIGN SUPREME

63
FIVE SURPRISING
MARKETING TRENDS

3.

CAMPAIGN-BASED MARKETING
WILL TAKE A BREAK

64
FIVE SURPRISING
MARKETING TRENDS

4.

MARKETING WILL BE MORE TIED
TO REVENUE GENERATION

65
FIVE SURPRISING
MARKETING TRENDS

5.

MOBILE WILL GET
ITS DUE
—Newtek, the Small Business Authority, on Forbes.com

66
SO WHAT DOES IT MEAN?

67
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Health, Media and Marketing: Trends for 2014

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Trendspotting for 2014 presentation given by Havas PR CEO, Marian Salzman, on August 21, 2013 to the CDC

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Transcript of "Health, Media and Marketing: Trends for 2014"

  1. 1. HEALTH, MEDIA AND MARKETING TRENDS FOR 2014 MARIAN SALZMAN HAVAS PR NORTH AMERICA AUG. 21, 2013
  2. 2. WHY TRENDS? WHY LOOK AT TRENDS? 2
  3. 3. WHY TRENDS? WHY LOOK AT TRENDS? FOR DIRECTION ON THE JOURNEY TO PILOT PROFESSIONALS, INDUSTRIES AND BRANDS WITH SMART, INSIGHTFUL STRATEGIES. 3
  4. 4. WHY TRENDS? WHY LOOK AT TRENDS? TO ID WHAT’S DRIVING THE FUTURE— AND PLAN FOR LONG-TERM SUCCESS. 4
  5. 5. WHY TRENDS? WHY LOOK AT TRENDS? AND FOR US HERE TODAY: TO UNDERSTAND WHICH TRENDS ARE GOING TO MAKE A DIFFERENCE IN THE HEALTH COMMUNICATION, MARKETING AND MEDIA INDUSTRY WORLDWIDE IN THE COMING YEAR. 5
  6. 6. LEARNING TO SPOT TRENDS IT MEANS TRACKING PEOPLE 6
  7. 7. LEARNING TO SPOT TRENDS IT MEANS TRACKING SOCIAL MOMENTUM 7
  8. 8. LEARNING TO SPOT TRENDS IT MEANS TRACKING COMPANIES 8
  9. 9. LEARNING TO SPOT TRENDS IT MEANS TRACKING ECONOMIES 9
  10. 10. LEARNING TO SPOT TRENDS IT MEANS TRACKING RADICAL BREAKTHROUGHS 10
  11. 11. LEARNING TO SPOT TRENDS IT MEANS TRACKING BRANDS 11
  12. 12. HEALTH TRENDS 12
  13. 13. HEALTH TRENDS LETTING IT ALL HANG OUT IT’S A REACTION TO THE PERCEPTION THAT PRIVACY DROPPED DEAD. 13
  14. 14. HEALTH TRENDS OLD COMES MUCH LATER AT, SAY, 90. 14
  15. 15. HEALTH TRENDS HEALTHCARE MIGHT BECOME LIFECARE WE’RE ALL GOING TO LIVE SO LONG AND WILL HAVE TO PAY PROMISCUOUSLY FOR A COSTLY LONG LIFE. 15
  16. 16. HEALTH DISAPPEARING ACT TRENDS DOCTORS START A TECHNOLOGY WILL START ALLOWING ROUTINE MONITORING FROM PATIENTS’ HOMES. 16
  17. 17. HEALTH TRENDS DOCTORS START A DISAPPEARING ACT, PART II AS THE POPULATION AGES AND THE HEALTH LAW EXPANDS INSURANCE, WE MIGHT SEE A SHORTAGE OF PHYSICIANS. POOLING AND P.A.’S COULD CHANGE THIS, BUT IN EITHER CASE, A LACK OF SPECIALISTS IS SOON POSSIBLE. 17
  18. 18. HEALTH MUCH, DR. ROBOTO TRENDS THANK YOU VERY TECHNOLOGY ALSO WILL SEE MORE AUTOMATONS PERFORMING PROCEDURES AND DOING BACK-END HEALTHCARE TASKS. 18
  19. 19. HEALTH TRENDS HAPPINESS IS … POLITICAL GOVERNMENTS ARE RECOGNIZING THAT IT’S A SIGNIFICANT NONECONOMIC INDICATOR OF NATIONAL WELL-BEING. 19
  20. 20. HEALTH TRENDS NOT TIRED OF FATIGUE FROM DECISION FATIGUE TO STATUS QUO FATIGUE, “ALWAYS ON” FATIGUE TO WORKPLACE FATIGUE, WE’RE ALL ANXIOUS AND OVERWHELMED. 20
  21. 21. HEALTH TRENDS FAST FACTS ON THE RISE: THE ROLE OF ANALYTICS AND USE OF TOOLS THAT GIVE DOCTORS INSTANT INFORMATION, PLUS HEALTH KIOSKS THAT WILL LET PATIENTS GET BASIC READINGS. 21
  22. 22. HEALTH TRENDS OBAMASCARE MANY PEOPLE WILL CONTINUE TO FEEL UNCERTAIN ABOUT THE AFFORDABLE CARE ACT AND WHAT IT WILL MEAN. 22
  23. 23. HEALTH TRENDS ON THE EDGE THANKS TO THE PATENT CLIFF, PHARMA COMPANIES WILL NEED TO CHANGE THEIR BUSINESS MODELS TO BECOME MORE NIMBLE. 23
  24. 24. HEALTH TRENDS SURGERY GOES SOCIAL IT’S BECOMING A GREAT WAY TO GET INFORMATION TO THE MASSES—AND SHOW AND DESCRIBE SURGICAL PROCEDURES. 24
  25. 25. AND UNDERLYING IT ALL … SEMI-WELL IS THE NEW NORMAL 25
  26. 26. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 26
  27. 27. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 1. WE WILL SEE A DEMOCRATIZATION OF MEDICAL KNOWLEDGE 27
  28. 28. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 2. A TRANSPARENT MERITOCRACY AMONGST DOCTORS 28
  29. 29. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 3. FINALLY—CONSOLIDATED PATIENT INFORMATION! 29
  30. 30. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 4. TECH WILL CATALYZE DRASTIC SYSTEMWIDE COST SAVINGS AND EFFICIENCIES 30
  31. 31. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 5. OUR MEDICAL KNOWLEDGE WILL ADVANCE AT RECORD SPEEDS 31
  32. 32. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 6. DOCTORS WILL BE TRAINED TO BRING “CARE” BACK INTO “HEALTHCARE” 32
  33. 33. SEVEN PREDICTIONS FOR THE FUTURE OF HEALTHCARE TECHNOLOGY 7. WE WILL SEE UNPRECEDENTED MARKET CAPS —Health entrepreneur Sean Mehra in VentureBeat 33
  34. 34. MEDIA TRENDS 34
  35. 35. MEDIA TRENDS THE CLOUD WILL BECOME MORE INTELLIGENT VIRTUAL AGENTS COULD, FOR EXAMPLE, DESIGN A WEEKLY MENU BASED ON SOMEONE’S HEALTH PROFILE, FITNESS GOALS AND TASTE PREFERENCES. 35
  36. 36. MEDIA TRENDS YOUTUBE AS MAJOR NEWS DESTINATION THE SITE “IS A GROWING DIGITAL ENVIRONMENT WHERE PROFESSIONAL JOURNALISM MINGLES WITH CITIZEN CONTENT,” ACCORDING TO A STUDY FROM THE PEW RESEARCH CENTER. 36
  37. 37. MEDIANEWS EXPLOSION TRENDS THE MOBILE GLOBAL CONSUMPTION OF NEWS ON MOBILE DEVICES IS RISING. SMARTPHONES, LAPTOPS AND TABLETS COMPLEMENT ONE ANOTHER BY LETTING PEOPLE CONSUME NEWS THROUGHOUT THE DAY. 37
  38. 38. MEDIAEMAIL NEWSLETTERS TRENDS CURATED DAILY THE EDITORS BEHIND THESE PRODUCTS SCOUR THE NEWS SO THAT READERS DON’T HAVE TO, SIMPLIFYING THE HEADLINES AND PRESENTING THE INFORMATION IN A CONVERSATIONAL TONE. 38
  39. 39. MEDIA TRENDS THE MERGING OF MEDIA AND COMMERCE TODAY, ADVERTISING AND EDITORIAL ARE MERGING, WITH MEDIA OUTLETS SELLING MERCHANDISE AND BRANDS CREATING PROPRIETARY CONTENT. 39
  40. 40. MEDIA TRENDS LONG-FORM JOURNALISM IS NOT DEAD APPS AND TABLETS PROVIDE A DELIVERY METHOD FOR LONG-FORM ARTICLES. CONVENTIONAL WISDOM WAS WRONG; PEOPLE DID WANT TO READ LONG STORIES— THEY JUST DIDN’T HAVE A MEANS TO DO IT. 40
  41. 41. MEDIA TRENDS THE ARTISANAL MAGAZINE BOOM NECESSITY AND DEMAND FROM THE NICHE OF AUDIENCES WHO PURCHASE THESE COLLECTIBLE PUBLICATIONS STARTED THE TREND. 41
  42. 42. MEDIA TRENDS THE RISE (AND FALL) OF SOCIAL NEWS SITES THESE WEBSITES FEATURING USER-POSTED STORIES RANKED BY POPULARITY FACILITATE DEMOCRATIC PARTICIPATION ON THE WEB. 42
  43. 43. MEDIA TRENDS KICKSTARTER TO FUND NEW PUBLISHING VENTURES THE PUBLISHING VERTICAL AT THE WORLD’S LARGEST CROWD-FUNDING PLATFORM FOR CREATIVE PROJECTS HAS FUNDED A VARIETY OF INTERESTING PROJECTS, GIVING LIFE TO NICHE IDEAS. 43
  44. 44. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 44
  45. 45. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 1. MICROVIDEOS: VINE 45
  46. 46. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 2. MOBILE MESSAGING: WHATSAPP, WECHAT AND OTHERS 46
  47. 47. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 3. PHOTO MESSAGING: SNAPCHAT 47
  48. 48. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 4. PHOTO SHARING: INSTAGRAM 48
  49. 49. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 5. SOCIAL BOOKMARKING: PINTEREST 49
  50. 50. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 6. SOCIAL NETWORKING MEETS MICROBLOGGING: TUMBLR 50
  51. 51. SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING 7. SOCIAL NEWS: BUZZFEED 51
  52. 52. MARKETING TRENDS 52
  53. 53. MARKETING TRENDS BIG DATA GETS REAL BETTER TOOLS AND GREATER KNOWLEDGE CONCEPTS ARE CHANGING THE LANDSCAPE RAPIDLY. ORGANIZATIONS THAT TEAR DOWN DATA SILOS AND CREATE MORE EFFICIENT WAYS TO CONNECT THE DOTS WILL UNLOCK EXPONENTIAL GAINS. 53
  54. 54. MARKETING TRENDS REAL IS A COMMON DENOMINATOR QR CODES GET REAL, TOO, AND USAGE WILL GROW AND BECOME MORE RELEVANT AS WE LEARN ABOUT THE SOPHISTICATED WAYS THE CODES CAN BE USED. 54
  55. 55. MARKETING TRENDS MOBILE MATURE THE POST-PC ERA HAS ARRIVED, AND ANY MAJOR ORGANIZATION THAT ISN’T INVESTING HEAVILY IN MOBILE TOOLS AND STRATEGIES IS DOA. 55
  56. 56. MARKETING TRENDS REPUTATION MANAGEMENT JOINS THE BIG LEAGUES THE RISE OF SOCIAL MEDIA, INCLUDING BLOGS AND REVIEW SITES, HAS CREATED A NEED TO MONITOR POSTS AND GAUGE CONSUMER SENTIMENT. 56
  57. 57. MARKETING TRENDS GREENWASHING SUBSIDES MANY ORGANIZATIONS HAVE MADE AN EARNEST ATTEMPT TO BECOME GREENER, BUT IT’S NO BULLETIN THAT MANY OTHERS HAVE ATTEMPTED TO USE MARKETING TO DISGUISE FEEBLE EFFORTS AND MISLEAD CONSUMERS ABOUT WHAT THEY’RE ACTUALLY DOING—ALTHOUGH THIS IS ON THE WANE. 57
  58. 58. MARKETING TRENDS MEASUREMENT RULES BUT MEASURING ROI IS STILL PROVING DIFFICULT, AS IS DIFFERENTIATING STRATEGIES ENOUGH TO KNOW HOW A SPECIFIC INITIATIVE AFFECTS THE NUMBERS. 58
  59. 59. MARKETING TRENDS DIGITAL MARKETING IS STILL VITAL REACHING CONSUMERS ON THE GO, THROUGH MOBILE, IS KEY; SO IS MAKING CONNECTIONS WITH CONSUMERS ONLINE THROUGH RELATIONSHIPS THAT FOSTER LOYALTY. 59
  60. 60. MARKETING TRENDS SOCIAL MEMES MAKE QUICK WORK BEWARE THE RISK INVOLVED IN THIS INSTANT MARKETING PHENOMENON, BUT THE REWARD COULD PAY OFF WHEN IT’S DONE WELL. 60
  61. 61. FIVE SURPRISING MARKETING TRENDS 61
  62. 62. FIVE SURPRISING MARKETING TRENDS 1. SMARTER SOCIAL MEDIA 62
  63. 63. FIVE SURPRISING MARKETING TRENDS 2. SIMPLICITY WILL REIGN SUPREME 63
  64. 64. FIVE SURPRISING MARKETING TRENDS 3. CAMPAIGN-BASED MARKETING WILL TAKE A BREAK 64
  65. 65. FIVE SURPRISING MARKETING TRENDS 4. MARKETING WILL BE MORE TIED TO REVENUE GENERATION 65
  66. 66. FIVE SURPRISING MARKETING TRENDS 5. MOBILE WILL GET ITS DUE —Newtek, the Small Business Authority, on Forbes.com 66
  67. 67. SO WHAT DOES IT MEAN? 67
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