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The Big Five: Online mark...
The Big Five: Online marketing-trends
As we approach a new year, international marketing media
is trying to predict which digital marketing trends will
dominate the following year. Much like big game hunters
have their ‘The Big Five’, here at Klean we have our own
Big Five, which we believe will dominate digital marketing
Af Thomas Sciavitsky Bentsen, 10. december, 2013 kl. 8:40
The reason for the many predictions springs from a general
interest, but also because a number of organisations right now
are planning their budget for the coming year, and therefore
have to get an idea of which areas to focus on. "The less you
bet, the more you will lose when you win".
If you trawl through the entire spectrum of news media, blogs,
publications, etc., it becomes evident that there are five
megatrends being highlighted regarding developments in 2014
The Big Five 2014:
1. Content Marketing
2. Image-centric Marketing
3. Mobile Marketing
5. Social Media Marketing
1. Content Marketing - Content that creates
There is general agreement that Content
Marketing will be the big winner in 2014.
Content Marketing is about companies
creating authority and trust in their
relationship with their customers by
continuously betting on high quality
content, and making this available
through all channels. The actual content
is typically created to give customers
insight into a company's products or to
provide brand awareness.
A good Content Marketing approach is
all about creating active content, like
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articles, video clips or case studies,
which then spread via an effective digital
marketing strategy through newsletters,
search engines, social media, etc. Comparative studies have
shown that companies with a well-functioning Content
Marketing Strategy can sell 67% more than companies that do
not have Content Marketing as a part of their marketing
2. Image-centric Marketing - It's all about the pictures
As consumers, we get bombarded with commercials and ads
on a daily basis. This is true now more than ever. It is,
therefore, extremely important that content becomes easily
accessible and digestible. Fast-growing social media like
Pinterest, Buzzfeed, not to mention Instagram, bear witness to
the power of pictures as well as the viral effect that pictures
have. Image-centric marketing is about focusing campaigns
It is evident that the blog posts which get the highest number of
shares on social medias are composed mainly of pictures.
Another trend that relates to image-centric content are the
so-called inforgraphics. At the moment, posts that are heavy
on information regarding everything from politics and ecology
to purely commercial messages are being shared actively.
Video or 'moving pictures' are also part of Image-centric
marketing. With over one billion user-sessions per month,
Youtube is a front runner is this area. Simultaneously, videos
are becoming increasingly more visible on Google and the ad
market is exploding with the small ad videos, the so-called
pre-rolls and post-rolls before and after video clips. Analysis
proves that video ads can be up to 10 times more effective
than traditional TV commercials.
3. Mobile Marketing - Get reponsive or die!
According to Forbes, 87% of all internet-connected devices will
become mobile by 2017. The mobile development is no
surprise in itself, but the speed at which it is happening is
As a result, we have to take mobile very seriously. Today, many
sites are not responsive, so when they are accessed on a
mobile device they end up looking weird, sometimes to the
point of making online purchases a virtual impossibility, even
when the user has their credit card ready.
Sites have to work effectively on a monitor, tablet and mobile
phone. Most work in 3-5 formats. The latest trend is the
so-called mega format, where users with huge screens like
Smart 4K TVs or monitors are awarded with specialised, high
quality graphics or an additional tool bar on the edge of the
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4. Marketing-to-Location - Marketing where the consumers are
Marketing-to-location is about using the knowledge you have
about where the consumer is physically located, in order to
market relevant products. We, as marketeers, have detailed
knowledge about consumer activity and behaviour on a global
level. An obvious way of gathering this knowledge is through
various mobile devices, which are equipped with GPS.
However, many are not aware that companies, such as Apple
or Google, discretely gather information about WIFI networks
on a global level, also via other smartphones than your own,
and thereby determine your physical location even if you have
disabled the GPS function.
Marketing-to-location has discretely become more and more
common, even though many are not aware of it. During 2014,
Marketing-to-location will be rolled out on displays and social
media as well as push & pull marketing, and even in formats
we may not even be aware of yet.
5. Social Media Marketing - From fun and games to serious business
Today, social media presents a unique opportunity for
companies to reach their target customers across the
boundaries that other media have in relation to geography,
interests or economy.
Additionally, social media has grown from being mostly fun and
games to become serious business. Various software
deskboards, like Danish Komfo and Falcon Social, make it
possible to manage a large portfolio of social media channels
from a single screen. Similarly, it is also possible to keep an
eye on competitors and various campaigns for you and your
While social media has stepped up from being primarily fun
and games, we have also seen a diversification where each
social media has created its own niche in which it wants to be
taken seriously. Twitter for politics and media, Linkedin for
business, Facebook for freetime and Youtube for 'living
pictures'. Being well-informed about Social Media Marketing
will in 2014 become an essential part of the marketing puzzle,
and can, if used correctly, provide access to an almost
unlimited amount of potential customers.
In 2014, the following applies just like every other year:
"Don't blame the marketing department. The buck stops with
the chief executive."
John D. Rockefeller
The Big Five: Online mark...
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