Its about Marketing trends of the year 2014

1. An Introduction to Digital,
Traditional and Interactive
Marketing Trends for 2014
"Business has only two functions - marketing and innovation." This quote by Peter Drucker, a world-renowned
expert in business management still applies today.
In order to grow and compete, innovation at some level must take
place. It may be the development of a new product or service. It may be
a unique way of servicing or selling. It may be innovative operations.
Once you innovate, how do people know you have innovated? This is
where marketing comes in.
Marketing is the action or business of promoting and selling products or
services. There is only value in an innovation when the customer
understands it and wants to pay for it. Marketing is the messaging and
process to help the customer see this value.
Too many marketing tools! Today, there are so many marketing vehicles at your disposal. Vehicles such as
TV, radio, events, print and billboards have been around for a long time. Even web marketing, email and other
forms of digital marketing are well-established and widely used. Now, the hot topics are content marketing and
social media.
Deciding on what marketing tool to use, what message to communicate, and when to communicate can be
challenging. It is even more challenging when "what works today" is different than "what worked yesterday".
2014 Marketing Trends. Over the next couple of months, we will be sharing our thoughts and education on
several key marketing tools and how the use of those tools is evolving as we all look to achieve our business
goals in 2014. These will be shared through a short, weekly email over the next seven weeks. If you would not
like to receive these articles, please feel free to unsubscribe below. We won't be offended. However, we hope
that these brief insights will help you better understand these important marketing tools and how they are being
used today so that you can achieve your growth goals.
Topics include:
Digital Marketing
1. Digital Marketing and the impact of the proliferation of digital devices
2. Websites and the focus on interactive content and multimedia integration
3. Social Media Marketing and the impact of new social networks and video
Traditional Marketing
1. Print Marketing and its continued importance in breaking through the clutter
2. Promotional Products and their innovation and creativity in both function and form
Interactive Marketing
1. Tradeshow Marketing and the use of technology to improve the attendee experience
2. Content Marketing and its ability to drive meaningful interactions
Nevin Bansal
President and CEO
bansal@outreachpromos.com

2. 2014 Trends
Content Marketing should drive more
meaningful interactions and a call to action
Content marketing is the hottest topic in marketing today. Some
have declared 2014 “The Year of Content Marketing”. This is
partly due to Google’s change in search engine algorithms making
interesting and relevant content more important in driving web
traffic and improving search engine rankings.
Content marketing is a marketing technique of creating and
distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience – with
the objective of driving profitable customer action.
To be effective, small businesses must learn to use content
marketing to tell their story. Creating meaningful content on a
regular basis is much more important than “tooting one’s own
horn” or direct selling your prospects.
Nonprofits, especially smaller ones, usually do not have someone dedicated to producing content. This needs to
be a priority for small nonprofits. Producing content for social media and web will allow the nonprofit to
communicate more effectively with donors, volunteers, and interested parties.
What can we expect in 2014? A big trend moving forward is structured content marketing with a specific goal in
mind, whether it is driving traffic to your website, encouraging opt-ins to a newsletter, or engaging visitors through
your social media outlets. Whatever the goal is, here are three tips to capitalize on the content marketing craze:
1. Get visitors to stay on your pages and interact with you. Engage the visitor with images, infographics and
polls. Use a Q&A approach in your content to engage the reader and improve search engine results.
2. Embrace hashtags. Hashtags (e.g., #contentmarketing) are not just for Twitter. They are all over the web and
Google will recognize them before other keywords.
3. Create a call-to-action. Include opt-in opportunities for additional content or landing pages that drive leads to
the beginning of the sales process.
Today, Content Marketing is a key tactic for most businesses. In 2013, 93% of companies used some form of
content marketing. This doesn’t mean that companies are good at it - only 42% of companies say they are
effective at content marketing. Effective content marketing must drive meaningful interactions and a call to
action to achieve the underlying goal of acquiring new customers.
Nevin Bansal
President and CEO
bansal@outreachpromos.com

3. 2014 Trends
Print Marketing can both complement a digital marketing strategy
and help break through the digital clutter
One big misconception is that print marketing is a dinosaur tactic.
Print marketing is a tactic that utilizes printed pieces including postcards,
brochures, flyers, and other tangible pieces to reach a target market with
content that can be held in one’s hand.
With the popularity and cost-effectiveness of other marketing tactics,
primarily digital marketing and social media marketing, print marketing’s
share of a company’s marketing wallet has been on the decline.
However, if done right, print marketing is still one of the most effective
marketing methods around.
For example, small businesses that execute a well-structured direct mail
campaign can achieve a positive return from print. A well-structured campaign requires three things: 1) A well-designed
marketing piece with great content, 2) a solid list with correct contact information for prospects 3) a method
to evaluate campaign results.
Nonprofit organizations can benefit from print marketing’s built-in creative aspect. A printed piece can be very visual
and provide a call to action for potential donors and volunteers.
What can we expect in 2014?
Breaking through the digital clutter! Print marketing will continue to grow in importance. This is because a well-thought-
out direct mail campaign, a quality printed newsletter, or other tangible “get-noticed” pieces hold massive
potential. The mailbox is typically less competitive than an email box and it is much easier to click delete on an email
than it is to throw out a printed material before viewing the piece.
Complementing a digital marketing strategy. In particular, a direct mail postcard will continue to be one of the best
ways to bridge the gap between inbound and outbound marketing. With no envelope to open, it is easier to capture
attention and direct the reader to a landing page. Most people will take a second to scan the card to see if it peaks
their interest – this is why content and design is important.
Even younger generations still prefer print to electronic marketing. Studies have indicated that a majority of
Americans aged 18 to 24 prefer to read communications in print rather than on screen.
As your organization builds its marketing strategies, it is important to look at how print marketing can be an
important part of your mix of tactics.
Nevin Bansal
President and CEO
bansal@outreachpromos.com

4. 2014 Trends
Promotional Products continue to be at
the forefront of innovation and creativity
Promotional product marketing continues to evolve with newer
products hitting the market and innovative programs utilizing
promotional items to achieve important marketing goals.
Promotional products are articles of merchandise (often branded
with a logo) used in marketing and communication programs. They
are given away to promote a company, corporate image, brand, or
event. These items are usually imprinted with a company's name,
logo, slogan and/or contact information and given away at
trade shows, conferences, and as part of guerrilla marketing
campaigns.
For small businesses, promotional products can make a great
impression on customers for a fraction of the cost of traditional
advertising. The average promotional item is kept for over 6 months with over 55% of promotional products
being kept at least a year.
For nonprofits, promotional products or awareness items offer a unique opportunity to build awareness and
raise funds. They can also be used to engage corporate sponsors to support fundraising efforts. In many
cases, corporate sponsors will donate or subsidize an awareness item in return for branding opportunities.
This can allow nonprofits to enhance fundraising events and build more awareness for a fraction of the cost.
What can we expect in 2014? Product manufacturers have been focused on innovation to ensure that their
products are attractive to promotional marketers and their customers. Existing social trends are leading to
eco-friendly and tech-themed items being the most popular areas for new products.
Marketing uses for promotional items are continuing to evolve beyond the event and tradeshow arenas.
Corporate incentive and wellness programs are utilizing promotional items to show appreciation and build
brand employee morale. In addition, products are being used in conjunction with direct mail or digital
marketing campaigns to increase response rates.
If your organization plans to utilize promotional items, it is important to have a strategy around how the items
will be used and to engage an expert that can help identify innovative solutions to achieve growth goals.
Nevin Bansal
President and CEO
bansal@outreachpromos.com

5. 2014 Trends
Tradeshow Marketing should utilize the interactive qualities of
technology to improve the experience
A tradeshow is typically an exhibition for
companies to showcase and demonstrate
their new offerings and drive qualified leads
through a more personal approach.
Tradeshow Marketing can be time‐consuming
and expensive. Not only do you
typically need to pay a fee to exhibit at a
tradeshow, you also need to secure
materials for your exhibitor booth, and have
staff to capture and follow‐up on leads.
Those companies that 1) develop goals, 2) create a plan, 3) set‐up an appealing booth, and 4) effectively capture
and follow‐up on leads typically find the investment worthwhile. Having a Tradeshow Checklist of activities to do
before, during and after the tradeshow can be extremely helpful in making the most of a tradeshow.
What can we expect in 2014? Going forward, several practices that made exhibitors extremely unique at a
tradeshow will become commonplace for all exhibitors looking to stand out.
1. More and more exhibitor booths will be utilizing technology to garner more attention and create a more
interactive experience. Leveraging the power of tablets such as an iPad can allow the exhibitor show
video, run through a quick presentation, and capture information. It also creates an opportunity to
streamline the visual appeal of a booth while also creating a more dynamic experience for the visitor.
2. For those exhibitors with larger budgets, high‐end displays that include plasma TVs, interactive
computers, and interesting video content will not only draw more attention to the booth but also create
more opportunities to have meaningful conversations and qualify leads.
3. Leveraging social media can also make the tradeshow impact last beyond the event day and extend the
reach beyond the actual tradeshow attendees. This can be done by taking video and pictures of product
demonstrations or customer testimonials at a tradeshow and then posting them on social media channels.
Tradeshows continue to be a significant marketing tool for many organizations, especially for B2B companies. The
ability to meet face‐to‐face with a large number of potential buyers makes a tradeshow extremely appealing.
While technology is helping to evolve how companies exhibit at tradeshows, it has never been more important for
companies to develop a plan to maximize the return on investment.
Nevin Bansal
President and CEO
bansal@outreachpromos.com

6. 2014 Trends
Websites should be interactive and take into
account performance and usability over appearance
Almost every business has a website. In fact, according to
a study conducted by Constant Contact, 98% of small
businesses use their website as a primary marketing tool.
Designing an effective website requires a comprehensive
approach. Common elements include a needs
assessment, a webpage layout, content development, and
graphic design.
It is important for small businesses to have a well-crafted,
professional website. An effective website will be
informative, organized, and have next-steps and contact
information available for prospective clients. Small businesses can use the web to broaden their footprint and
offerings and reach clients regardless of geographic location.
Nonprofits utilize their websites for fundraising and awareness efforts. A website provides an opportunity to
keep donors and prospective donors informed of current events as well as upcoming opportunities to get
involved.
What can we expect in 2014?
Historically, websites have been designed with a one-sided communication model. They tell the visitor
something about the company and its offerings. Effective web design is now moving towards more interactive
content. This means creating a website that allows the visitor to communicate with you. This could be via blog
comments, a contact form, social media integration, customer ratings, etc…
2014 will also bring more social media and video content integrated into sites. Mobile compatibility is a must
as well, as more and more people are using smartphones and tablets to access websites.
In many cases, a website is the first impression made by a company to its consumer. Every website should be
attractive to the eye. However, in order for a website to be an effective marketing tool, greater focus should
be placed on making a site interactive and interesting.
Nevin Bansal
President and CEO
bansal@outreachpromos.com

7. 2014 Trends
Digital Marketing efforts should consider the
proliferation of digital devices and platforms
It wasn’t that long ago when computers were the primary
electronic device used to search the web and access
information. This all changed about seven years ago,
when the iPhone was introduced to the market. Since
then, smartphones and tablets have become a staple in
households across the country. The portability and
ability to access these devices 24/7 make them a go-to
device for many Americans.
Because Americans are utilizing multiple devices to
access information and content, digital marketing efforts
must evolve to take into account not only what message is being delivered, but also how and when the
consumer might be receiving the information.
Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers,
smartphones, cellphones, tablets and game consoles to engage with stakeholders.
What can we expect in 2014? One of the big trends moving forward for digital marketing is the shift from self-promotion
toward customer-centric information that is helpful to a target market. This means providing
valuable content through the right platforms that allows the consumer to receive the information whenever they
want to receive it. As 2014 moves forward, there are several trends that will drive digital marketing success.
1. Integrating multiple digital platforms into a campaign increases response rates by 158%. Utilizing
video and pictures is also becoming increasingly popular and effective (as the popularity of Instagram
and Pinterest would indicate).
2. Google+ has become the second most visit social network behind Facebook and will have an impact
on Google SEO results.
3. Mobile marketing continues to increase in popularity. In 2013, mobile users made up 15% of all
global internet traffic, up from 10% in 2012 and 6% in 2011. Also, 43% of all emails are now opened
via smartphones and tablets. These trends are expected to continue into the future.
4. Email marketing continues to be one of the most popular digital marketing methods with 65% of B2C
and 71% of B2B companies using the tactic.
Digital marketing tactics have become vital components to a well-executed marketing strategy. Email
marketing alone accounts for ~20% of a typical company’s marketing budget, with the share of marketing
dollars expected to increase in 2014.
Proliferation of digital marketing is going hand-in-hand with the proliferation of devices and platforms. This
means that breaking through the digital clutter is critical. Digital marketing that provides great, customer-focused
content that is consistent and accessible on multiple devices are key elements to a successful
outcome.
Nevin Bansal
President and CEO
bansal@outreachpromos.com

8. 2014 Trends
Social Media Marketing continues to
evolve with newer social networks and tools
Gaining a large audience on social media and making an impact
in terms of growth and new customers can be very challenging.
It can also be daunting, especially for those that aren’t experts in
the craft.
Social media marketing uses forms of electronic communication
through which users create online communities to share
information, ideas, personal messages, and other content.
Social media marketing is an extremely powerful tactic to sell
your products/ services without sounding like a salesman.
Increased use of social media by almost every business combined with an increase in social media channels
(Facebook, LinkedIn, Google+, YouTube, Twitter, Pinterest, and so on) is creating a very competitive and complex
market for followers.
Most companies have many questions when it comes to social media – What tools should I be using? What content
should I have? How often should I provide content? What am I trying to accomplish with social media? How can I
measure results of my investment in social media? A well-built marketing strategy should help you determine how to
leverage social media.
Small businesses are creating communities using social media outlets like Facebook, Twitter and LinkedIn and having
those communities broadcast their business via word-of-mouth. Businesses using content marketing strategies
instead of direct promotion are reaping more benefits.
For nonprofits, social media marketing is a great opportunity to build awareness for their causes and keep followers
engaged through positive stories, volunteer opportunities and fundraising events. Ultimately, having an active social
media community can lead to greater donations and volunteers for the nonprofit.
What can we expect in 2014? While Facebook has appeared to reach maximum market penetration, particularly in
the US, Twitter and Google+ continue to increase in popularity. Micro-videos are also up-and-coming, as evidence by
Instagram’s video sharing and the 6-second service Vine.
User-generated content, such as allowing consumers to post a picture of themselves using your product is continuing
to grow. It is more cost-effective and engaging since the customer is posting the content for you.
Social media marketing has been around for some time. However, it seems like every day there is a new network or
new tool to use. Understanding what tools work for you and where your target consumers will engage with you is
critical to making an impact.
Nevin Bansal
President and CEO
bansal@outreachpromos.com