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14 Marketing Trends for 2014


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Blue Fountain Media Senior Marketing Strategist Ashley Kemper discusses 14 marketing trends for 2014 and explores why businesses should care.

Published in: Marketing, Business, Technology
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14 Marketing Trends for 2014

  1. 1. 14 Marketing Trends for 2014 PRESENTED BY: Ashley Kemper Senior Marketing Strategist Blue Fountain Media 102 Madison Avenue, 2nd Floor New York, NY 10016 Phone: 212.260.1978 Fax: 800-278-0816
  2. 2. 14 Trends for 2014 Native Advertising What is it? • • • high-quality content appears within the context of a user’s organic experience see: Facebook, Twitter or Instagram So what? • • has the potential to subtly imbue brand messaging long term benefits of building brand equity cannot be overstated
  3. 3. 14 Trends for 2014 2013 Study from Sharethrough and IPG Media Labs:
  4. 4. 14 Trends for 2014 Nofollow Tag What is it? • • • rel=”nofollow” link came into its own in 2013 as Google scrutinized link value easy way to prevent robots from crawling all links on a page (i.e. blog comments) now a hotly-debated method of playing defense in the SEO game So what? • • more and more ranking weight is being placed on the links coming into and going out of your website crucial to understand how to treat links that exist both on your domain as well as offsite links you may be generating
  5. 5. 14 Trends for 2014 User-level Advertising What is it? • • • pinpoint specific people to display your messaging to Facebook is already allowing advertisers to upload customer email lists for direct targeting Twitter and ReTargeter are also making forays into this area So what? • • • • tying ads into a CRM or email database is the most targeted form of remarketing yet targeted delivery of campaign messaging at specific points throughout the conversion cycle CPMs are expected to be higher using this methodology ROI should be higher as well thanks to precise messaging opportunities
  6. 6. 14 Trends for 2014 Mobile-first Design What is it? • mobile interfaces first, and then scaling up for desktop usage So what? • • • as of February 2013, a massive 37% of total time spent on the internet happens via a mobile device 79% of people who don’t like what they find on your mobile site will leave and search for another company offering optimized experiences on mobile is paramount to ensuring brand engagement
  7. 7. 14 Trends for 2014 Contextual Optimization What is it? • optimizing a product page vs. a content page vs. a location page should be very different processes So what? • Mega-SERP from Moz understanding from the outset what type of result your business will most benefit from can narrow the focus of search engine optimization campaigns and increase their effectiveness.
  8. 8. 14 Trends for 2014 Offline/Online Cohesion What is it? • • • syncing messaging, content and campaigns across multiple channels ensure a cohesive audience experience no matter where or how users are encountering your brand underlying messaging and value propositions of the brand should be steadfast So what? • • there’s a good chance you’ve seen a distinct growth in the total number of conversions that have been influenced by two or more channels as user behavior continues to diversify, it becomes even more important to present a consistent story
  9. 9. 14 Trends for 2014 2013 marketing campaigns
  10. 10. 14 Trends for 2014 Network-Driven Engagement What is it? • • who you know online dictates what you see and how likely you are to act upon that content the more your friends are interested in a link, photo or status, the more likely you are to see it So what? • • who you connect with in social networking sites can dramatically impact the experience you have with both users and advertisers on that platform we can expect this pattern to expand further into advertising methods and organic search results
  11. 11. 14 Trends for 2014 Redefining E-commerce Experiences What is it? • • less about the actual product and more about that product’s associated lifestyle selling a lifestyle lends itself to content marketing and native advertising So what? • • expand your product’s application or usage to become a pivotal part of a desired lifestyle opens up many new channels for discussion while simultaneously granting your brand broader cultural significance
  12. 12. 14 Trends for 2014
  13. 13. 14 Trends for 2014 Fractured Social Audiences What is it? • • • existing social networks see the most growth in older audiences: Facebook’s fastest growing demographic is users age 45-54 Twitter’s fastest growing age group is 55-64 year-olds So what? • • • as older users adopt mainstream networks, younger users jump ship businesses incorporating younger audiences into their target market can no longer rely on Facebook and Twitter alone develop a strategy to diversify social action into Pinterest, Instagram, Tumblr (and even Snapchat–it’s possible!)
  14. 14. 14 Trends for 2014 Taco Bell Acura NSX 16 Handles
  15. 15. 14 Trends for 2014 Brand Advocacy What is it? • representing your brand online is increasingly less about your brand and more about what your brand stands for So what? • social advocacy campaigns aimed not at selling (not directly, anyway) but rather at building equity in the brand name
  16. 16. 14 Trends for 2014 Influencer Marketing What is it? • getting influencers to feature your products goes far beyond offering free products in return for reviews and mentions So what? • • influencer marketing benefits both parties involved and produces something that neither could achieve independently focus on each influencer partnership as a micro-campaign and seek out ways to blend your two brands in a complementary way
  17. 17. 14 Trends for 2014
  18. 18. 14 Trends for 2014 Data Security What is it? • with all of 2013′s hubbub over the NSA’s collection of online user information, there is an inevitable trend that will emerge demanding advanced security measures in all facets of online life. So what? • • maintaining a respectable distance (or appearance of such) from your users will keep you from being dubbed the “creepy advertiser” having clearly published privacy and cookie policies goes a long way towards encouraging broader transparency and earning user trust
  19. 19. 14 Trends for 2014 On-Demand Everything What is it? • technology is close to a point where 2014 could see a drone-filled sky buzzing last-minute purchases to your doorstep on-demand So what? • • instant gratification is key for a tide of impatient consumers providing consistent updates throughout the delivery process and enabling tracking mechanisms reduces purchaser anxiety while reinforcing your brand’s commitment to customer service
  20. 20. 14 Trends for 2014 Quantified Self What is it? • • growth of self-analysis and measurement is stronger than ever and has given rise to an entire breed of products bands, clips, and bits now exist specifically to measure your every movement and report back on the minutia of your daily life So what? • Quantified Self movement is really all about an individuals desire to better know himself and measure his impact on the environment around him
  21. 21. 14 Trends for 2014 Spotify Foursquare
  22. 22. For more helpful resources, check out: Ashley Kemper Senior Marketing Strategist Visit us at: Get to know us: @BFMWeb / Speak with us: 212.260.1978 102 Madison Avenue, Floor 2, New York, NY 10016