Six digital marketing trends to watch out for in 2014
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Six digital marketing trends to watch out for in 2014

Six digital marketing trends to watch out for in 2014

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Six digital marketing trends to watch out for in 2014 Document Transcript

  • 1. Six Digital Marketing Trends to watch out for in 2014 As the curtains slowly come down on 2013, most companies are looking back and seeing what’s worked for them and what’s not. One of the most critical changes in the marketing strategy over the past few years has been in digital. It is useful to look into some of the big trends slated for next year, to decide if it is worthwhile incorporating them in the larger marketing plan. 1. Better targeted online content will drive better branding: Statistics point that 92% of companies that blog multiple times a day have gained customers through their blog. Companies have been increasingly engaging with consumers, gaining their trust and establishing their brands by generating valuable marketing content and disseminating them through various forms of media. This involves relevant industry information provided at regular intervals, and content that is interesting and genuinely useful or informative to the audience. This allows the company to build a strong relationship with the consumer and also ensures loyalty to the brand. Email is still very big in India, and email marketing is likely to dominate the online marketing mix. Blogging, newsletters, case studies and educational videos are other very popular tools. On developing consistent, positive content, the company is able to build a steady reputation and perception within the industry. In addition, online content gives a better targeted reach to the marketer compared to TV or radio, which are not only more expensive but are also less effective.
  • 2. 2. Better use of mobile marketing: India has overtaken Japan as the third largest smart phone market in the world. This is indicative of the weightage mobile marketing should carry in the marketing mix Another interesting statistic to consider is that 70% of the consumers use their smart phone for social networking, and most of the users are under the age of 35. With so much of information readily available, it is essential to tap the market, especially with mobile marketing being far more cost effective for the advertiser than any other traditional form of media. Companies should increasingly make their websites and all other content platforms responsive, to enable easy reading on smart phones. Besides, it pays to remember that mobile consumer analytics is not limited to consumers who have high-end smart phones. A majority of regular feature phones have GPS programmes that can transmit location data, today. 3. Increase in geo-targeting and location based consumer services: Geo-targeting and location based consumer services is another big component that will see a rise in digital marketing in 2014. The simple fact of a user being physically close to a business, within a two mile radius gives a significant rise to click-through rates on mobile banner ads. Geo-targeting has gone beyond consumer-facing apps like ‘checking-in’ through Foursquare. Advertisers can now reach a much larger audience with much more relevant messaging. They can use location patterns with existing customer data to deliver prospects custom messages at the right time by serving unique, relevant, time-targeted offers based on shopping patterns, consumer segmentations and travel patterns. Through tools like Google AdWords the targeting data has become richer, layered and more nuanced. This is especially true in stores, where higher footfalls can be achieved through simple location targeting. Marketers can get actionable insights which help to make informed brand decisions.
  • 3. 4. The dominance of image centric social media sites: Companies will go beyond Facebook and Twitter and explore new social media sites like Google+, Pinterest and Instagram. Google+ has nearly 360 million monthly users already, and is the second largest network after Facebook. There are video services too beyond YouTube, like Vine and Instagram Video which are ideal for short and crisp content and a very inexpensive way of sharing data. Images engage better and with increasing mobile bandwidth this will aid targeted communication better. 5. Hashtags will become a leading search tool: Everybody knows what a hashtag is and how it has become a part of contemporary culture; they are an efficient method to find content related to specific topics. Just as searches are conducted on platforms other than Google, Bing, and Yahoo, search also happens on social platforms. People search every day on Pinterest, Twitter, Google+, Instagram, YouTube, and other social platforms using words and hashtags with success. As a sign of things to come, Google has increased the visibility of hashtag searches on its search engine as well. 6. Data gets bigger, but less is more: The amount of data brands collect today from various channels including social media, email and mobile is enormous. Companies can easily lose their way trying to sift through this mind-boggling amount of information and pay enormous sums to interpret it. Most of the time, they use very little of what is deciphered in studying the consumer habits. While the debate about privacy invasion rages, big data is a reality and is here to stay, and even though the devil lies in the detail; sometimes it pays to keep the devil at bay. Use what you need and disregard the rest. Less is always more.
  • 4. Spatial Access, an audit & advisory company provides Digital Audit as part of its Media Audit Services. This involves an assessment of the marketers’ digital media investment by measuring the effectiveness of what was planned versus delivered and benchmarking costs against market best. Do get in touch with Nikhil [nikhil@spatialaccess.com] for further details.