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14 Marketing Trends for 2014


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Are you ready to thrive in 2014? MEplusYOU predicts 14 digital trends brands should take notice of and how to apply each to your marketing strategies.

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

  1. 1. FOR 2014
  2. 2. Youth Re-Movement What’s Changed? Members of the youngest generation haven’t abandoned Facebook yet, but they are relying more and more on one-on-one and text-based apps. Maybe it’s the rebellious nature of youth or maybe it's something more personal…avoiding social networks helps avoid embarrassing content making its way to employers. It also helps avoid the overwhelming anxiety that comes with comparing yourself to 1,000 friends at a time. What Does This Mean for Marketers? The one-on-one nature of mobile means you must be invited in, thus posing a challenge for marketers who aren’t immediately welcomed. No. 1 on your priority list should be to understand what about your brand helps empower and create experiences that enable the youth. 2
  3. 3. The Sharing Economy Continues to Thrive What’s Changed? We are no longer in a consumption mindset. The economy has taught us to be smarter about what we buy. As the economy turns around, the need to share our purchases may dwindle. But we have now learned that not everyone in our neighborhood needs to own a chain saw. What Does This Mean for Marketers? How has the sharing economy affected your business, and what would happen if more people adopted this mindset? Could you take credit for facilitating the sharing? Does a brand like Home Depot build trust by being the resource that connects the neighbors who may need to share tools? Will the traditional rental car companies change their models to compete with Lyft and Zipcar (like Avis is trying to do)? Will your local restaurant facilitate the process of sharing leftovers with those in need? Even when consumers are not consuming, they are watching and engaging in other ways. 3
  4. 4. Organic Search Data Is MIA What’s Changed? Google recently announced that it will stop publishing which search keywords are driving traffic to your website, but will make the information available to Google Search advertisers. Yahoo! and Bing will likely follow suit. What Does This Mean for Marketers? This will have a huge impact on online publishing, media and certain blogger sites because it limits the ability to optimize their content for relevant keywords. Marketers should revisit their paid media activities with such networks. Marketers and agencies need to double down on their natural search efforts during this transition period. 4
  5. 5. (RE)Commerce What’s Changed? US and European retail shoppers will see a variety of experiments with digital/mobile checkout, thus providing marketers a huge opportunity to provide contextual and engaging marketing communication. What Does This Mean for Marketers? From a marketer’s viewpoint, one of the critical differentiators between eCommerce and a traditional brick & mortar shopping experience is the ability to effectively up/cross-sell at or before the purchase decision point. As retailers experiment with making the checkout process run parallel to the shopping experience, they are creating a persistent digital link to the on-premise consumer. The ability to make product suggestions based on purchase intent, prior purchases and even physical location within a store suddenly becomes a reality at any brick & mortar retail location utilizing a digital/mobile checkout. 5
  6. 6. Internet of Things What’s Changed? There will be 15 billion devices (“things”) connected to the Internet by 2015. Nothing can offer more personal communication and precise targeting than individual specialized devices that comprise the “Internet of things”, such as watches, TVs, refrigerators, thermostats and more. What Does This Mean for Marketers? There are still many unanswered questions around what marketing in this new channel is going to look like. Expect health and fitness, home and services businesses to lead the way in providing added value via these devices. Start with shared values and provide real worth to consumers, and you just may find your brand being invited into one of the closest relationships you’ve ever experienced for a brand. 6
  7. 7. Shopping Is Finally Social What’s Changed? In recent years, many brands have dabbled with the integration of social and eCommerce, however, it has never been as easy as it is today. Brands like Starbucks and Amazon have discovered ways to make the shopping and gifting experience a social experience as well. What Does This Mean for Marketers? The lines between social and commerce have never been more blurred. Social shopping isn’t just selling via social media. It’s crowdsourcing ideas and feedback. It’s finding the perfect outfit by seeing what is most pinned. So, marketers must ask themselves: What have we learned in social through trending topics and re-pins to help make the shopping experience more robust for our retail shoppers? Are there any up and coming fashion bloggers who we should solicit to be guest merchandisers on our site? 7
  8. 8. Mobile Native This needs to be of a mobile device What’s Changed? Nielsen reports that smartphones now comprise two-thirds of all phones in the US. What Does This Mean for Marketers? A new set of service-based apps—like Uber and Vine—are showing us that the mobile experience might be the only one that really matters. In some cases, such as Vine, it is almost impossible to fully interact with others except via the mobile app. As this trend grows, we may see a time when a future generation doesn’t know what http:// or www. means. Who needs that when everything someone needs is available via an app? 8
  9. 9. Home Automation What’s Changed? DIYers are becoming more accepting of, and honestly, less creeped out by, self-learning gadgets that adjust to their habits, help them save money, and do the heavy lifting at home. What Does This Mean for Marketers? The demand for a seamless, end‐to‐end experience across services in the “smart home” has arrived. Everything is an interface now. Nest expanded from a learning thermostat to a smoke and carbon dioxide detector providing you information whenever you want it. What could a major player like Kraft do if it partnered with a Samsung refrigerator to tell you exactly what is in your fridge at any given time? 9
  10. 10. Gesture-based Interfaces What’s Changed? Not just limited to the Wii anymore, this technology lets consumers control computers using hand gestures with the ability to detect individual finger movements. What Does This Mean for Marketers? Marketers can further engage consumers by having them physically interact with products and services anytime and anywhere. Let the consumer explore your latest car using a 3‐D model so specific that they can look at the radio and take apart the engine. Wonder how a certain drug works? Take a deep‐dive into a 3‐D version of the molecule. Want to demonstrate Louisville Slugger’s latest bat technology? Allow the consumer to manipulate the bat and look at its insides. All this using finger and hand motions with precision that could never be matched with mouse movements. 10
  11. 11. Email Is Not Dead, Just Repurposed What’s Changed? Nothing really. A while back, email was supposedly dead, but it’s more prominent and more useful than ever. What Does This Mean for Marketers? While email hasn’t changed, its role has changed substantially, and it is often being successfully used as a way to curate or surface a brand’s social channels or other shareable content. For example, Brand Central has a daily email with top articles, then a weekly wrap-up of the ones that were most viewed. Too many brands and agencies ignore the power of email and the role it can and should play in a bigger social and digital ecosystem. 11
  12. 12. Content Curation & Aggregation What’s Changed? Information overload. Too much content available online has made curation more valuable than ever. What Does This Mean for Marketers? Users know they don’t have time to access the entire infinite Internet in search of what’s valuable to them. Services like Pinterest, and Flipboard have become useful tools to enable users to create their own experiences where content they see as valuable comes to them. Marketers can not only be content generators, but can also serve as experts, filterers and those who pass on valuable information worth reading—even if it’s not theirs. 12
  13. 13. The Digital Wallet What’s Changed? The continued proliferation of smartphone usage combined with technological advancements within the commerce space create a unique opportunity for consumers to pay for goods in an easier, more convenient way. Now with the hype around technologies like Coin card, this could be the year it really takes off. What Does This Mean for Marketers? As the mobile payment story continues to evolve, it could easily alter the way people do business. With Starbucks’ recent foray into Passbook as a way for consumers to pay via their digital wallet, brands that make purchasing easy (and potentially even more rewarding) will present themselves as innovative and unique, and can add even more value (rewards/benefits) to the standard purchase versus traditional brick & mortar retailers. 13
  14. 14. Lifelogging What’s Changed? More passive technologies and rapid adoption mean people will chronicle their lives constantly. What Does This Mean for Marketers? Posts, tweets, grams, and pins only capture snapshots of our lives. But more apps, like Day One and Chronos, and hardware, such as Glass and Narrative, are coming online that make chronicling every moment and activity completely passive. For marketers, this could be a blessing and a curse. It means every interaction with your brand is more likely to be captured and possibly shared, for better or worse. (Holy crap! I eat Taco Bell that often?) For example, marketing applications for Glass are purposefully limited, but the app Glashion allows users to snap photos of clothes and accessories of passersby and comparison shops on the fly. The impact on search is still to be determined. 14
  15. 15. The Digital Butler What’s Changed? While helpful, our phones and utilities do not share information with one another—at least for now. What Does This Mean for Marketers? The iPhone was presented in 2007 (yes, only seven years ago) and introduced us to the world of apps. Smart marketers created apps that helped their customers find stores, order a pizza, or simply purchase a book from anywhere. All apps generally served a single function, and we moved in and out of apps as we performed tasks. Book a flight, schedule a meeting on your calendar, and check the weather before your trip. You jumped in and out of each app, but what if each of these could “talk”? What if your phone knew that you just booked a flight, so it blocked your calendar and told you to pack a sweater? Welcome to the world of The Digital Butler. Think of all the possibilities for your brand. 15
  16. 16. Our Authors Rahul Purini Robert Cevallos Renee McKeon Matt Smith Matt Whitaker Sarah Torrence Shawn Staley Megan Lee Mary Ridgway Jason Booker Leslie Davis Vadim Dolt Sarah Marshall Jason Shipp Kristi Maynor 16
  17. 17. 214.224.1000