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The Most Important Small
Business Trends in 2014
According to the most important
small business experts

Thursday, January 16, 14
Categories:
1. Technology
2. Marketing
3. Finance & Business Management
4. Going Local

Thursday, January 16, 14
Technology

Thursday, January 16, 14
The internet showed its promise in the last few years. In 2014,
the divide between tech-disrupted sectors and those
unaffected goes away.
aaron levie, founder & ceo, box

Thursday, January 16, 14
The small business digital divide widens. A growing body of
research is showing a performance gap between small
businesses that successfully use technology and that don’t.
small business labs

Thursday, January 16, 14
Smartphone and tablet usage of web-based browser and
native apps surpasses that via computer browser.
rex hammock, founder, smallbusiness.com

Thursday, January 16, 14
This is the year that cross-platform development for the
major modern platforms will become increasingly challenging
and products will need to be developed with this in mind. It
will become increasingly unwieldy to develop for both iOS and
Android and natively integrate effectively and competitively
with the platform.
steven sinofsky, board partner, andreessen horowitz

Thursday, January 16, 14
With the resources available for sharing exceeding those
available in traditional ways, 2014 will be the year in which
sharing becomes normal and preferred for assets that are
infrequently used and/or expensive.
steven sinofsky, board partner, andreessen horowitz

Thursday, January 16, 14
Many small businesses are set to embrace cloud storage in
general.
gytis barzdukis, senior director, product management,
vmware

Thursday, January 16, 14
As the web becomes more crowded, small businesses looking
to build and maintain relationships with customers will need
mobile apps. Creating mobile apps and most importantly
consistently updating them with new content using tools like
mobile app content managers are how small businesses will
evolve in 2014.
patrick chukwura, co-founder, joppar

Thursday, January 16, 14
Mobile Based Retail Purchasing. 2013 Black Friday was
Mobile Friday with almost 40% of all online shopping done on
mobile devices. This trend will continue in 2014 as more
consumers are empowered to use their phones and tablets to
shop anytime, anywhere. Seamless browsing, saving, and
shopping across platforms will be crucial for any business
that wants to grow in 2014.
billy bauer, marketing director, royce leather

Thursday, January 16, 14
At the beginning of 2013, people said mobile phone use would
surpass desktop use by 2015. Well, it's already happened.
Many websites now report mobile traffic as high as 66% of
their overall traffic. People who think it's time to get ready
for mobile have already been left behind! The small
businesses that will see the highest gains in 2014 will be
those with a mobile website or a responsive design website.
From there, the most successful small businesses will branch
out to mobile advertising and more.
collin jarman, seo technician, click optimize

Thursday, January 16, 14
The ability to gather data continues to be revolutionized,
especially for small businesses who might not have been able
to afford the tools and technology to gather and analyze data
a few years ago. This will give small businesses the ability to
move away from 'gut feelings' about what's right and move to
measurements, KPIs and quantifiable data so everyone is
working with one version of the truth. Either through
capturing and reviewing their own data or purchasing data
resources from cloud-based providers like eVestment, at no
other time in history has so much information been available
so readily, so quickly and so affordably.
jim minnick, ceo, evestment.com

Thursday, January 16, 14
Less than 5% of business websites are mobile-optimized.
Ignoring mobile marketing is simply no longer an option for
any business. 94% of smartphone owners are looking for local
information on their mobile devices, and 70% of these
searchers have gone to a local business after a search. For a
small business, this is a golden opportunity.
zach cusimano, coo, bizness apps

Thursday, January 16, 14
The convergence of mobile, cloud, data & analytics. They’re
also leading to new forms of technology-based competition as
more small firms use capabilities developed through the
convergence of these technologies to outmaneuver
competitors.
small business labs

Thursday, January 16, 14
As businesses grow and demand for their products increases,
technology like Lettuce will assist business owners in
consolidating their back-end operations, allowing for more
time to be spent on sales and growth rather than inventory
management. The fast pace of the current marketplace will
push more business owners to utilize available technology to
make their business operations more efficient and lean.
raad mobrem, ceo & founder, lettuce

Thursday, January 16, 14
One of the top trends for 2014 is the widespread use of
analytics, allowing SMBs to make data-driven decisions. I
think as analytics become more and more accessible to the
layman, more SMBs will use them to tie online and offline
activities together.
andre pinantoan, marketing, getpocketbook.com

Thursday, January 16, 14
Small businesses will ditch traditional credit card terminals
and POS Systems at an ever increasing pace in 2014. In
exchange, they will swap out for tablet-based systems that
offer ease-of-use, better reporting, loyalty tracking, minimal
fees, cloud storage, and no contracts.
phillip parker, ceo, cardpaymentoptions.com

Thursday, January 16, 14
Marketing

Thursday, January 16, 14
I think we’re going to see fairly intense consolidation [in the
local marketing space]. As the products become more
complex, companies will need an in-house sales force to gain
traction, which will make it increasingly difficult for new
entrants to pop up. Working off that, we’re going to see even
more deal sites close, and a couple of leaders emerge from the
pact – we’ve obviously seen that start to happen. In addition to
the deals space, consolidation will also start occurring around
local marketing agency companies as well. The successful
companies will be the ones that choose to focus on one thing,
rather than the all-in-one approach.
howard lerman, ceo, yext

Thursday, January 16, 14
Decrease in success of Facebook advertising. People are
connecting and sharing more than ever. On a given day, when
someone visits News Feed, there are an average of 1,5001
possible stories we can show. As a result, competition for each
News Feed story is increasing. Because the content in News
Feed is always changing, and we’re seeing more people
sharing more content, Pages will likely see changes in
distribution. For many Pages, this includes a decline in
organic reach. We expect this trend to continue as the
competition for each story remains strong and we focus on
quality.
richard sim, performance product marketing manager,
facebook

Thursday, January 16, 14
Local small business advertising dollars flow to Twitter,
Foursquare, and as always, Google.
rex hammock, founder, smallbusiness.com

Thursday, January 16, 14
Mobile growth pushes Facebook to become number 2 US
digital ad seller behind Google, with increased emphasis on
Instagram as ad channel.
emarketer

Thursday, January 16, 14
Increase in mobile market for local ads. Mobility and the
near-ubiquity of smart phones amongst users with disposable
income focuses great entrepreneurs on this massive market.
jonathan ebinger, general partner, bluerun ventures

Thursday, January 16, 14
The average digital media usage among U.S. consumers is
estimated at nearly 15 hours per week, according to
researcher PQ Media. So even those small businesses that
have been social media hold-outs will be jumping on the
bandwagon in 2014 to engage their customers.
susan solovic, ceo, susan solovic media group

Thursday, January 16, 14
A study by Google Shopper Marketing Agency Council and
M/A/R/C Research found 84% of smartphone shoppers use
their phones while in a physical store. [For small businesses]
that have not already given serious consideration to a mobile
device as a means by which consumers are shopping, the time
has come.
christopher mccarthy, managing director, addison richmond
consulting

Thursday, January 16, 14
Small businesses with local customers will automate
marketing operations. Traditionally, marketing automation
technology was only available to larger corporations with the
budget, staff and resources to manage it. Increasingly,
businesses with local customers are choosing cloud-based
marketing automation technologies that empower them to
shift away from traditional advertising and toward digital
marketing and maximize new and repeat sales.
stuart wall, ceo & co-founder, signpost

Thursday, January 16, 14
[Content Marketers] will have to “pay” [readers] at much
higher rates just to keep the same number of readers in 2014
that [they] had in 2013. The global warming of content
marketing is in view.
mark schaefer, marketing consultant, college educator,
author

Thursday, January 16, 14
Reinvigorated feminism is another issue facing marketers. In
a recent poll by The Economist, 42% of all millennials said
they consider themselves "feminists," compared to just 32%
of Generation X.
jeff fromm, author: marketing to millennials

Thursday, January 16, 14
People are becoming more aware of the data being collected
about them online. And that's eroding the trust they have
with collecting companies, such as Facebook, Twitter and
Google.
tim peterson, digital tech reporter, adage

Thursday, January 16, 14
The Internet Advertising Bureau expects online video ads to
hit double-digit growth in 2014. Video is now the key part of
any brand's consumer research and 2014 will be the year
when online merchants finally recognize the value of video as
one of the fundamental sales channels.
irfon watkins, ceo, coull

Thursday, January 16, 14
Brands will move towards more advanced social success
metrics than traditional vanity metrics as brands steer away
from viral goals.
tara hunt, vp insights and social strategy, lime foundry

Thursday, January 16, 14
Acceleration in mobile, tablets and new technologies means
SMBs need mobile-optimized versions of their website across
devices, with mobile checkout, and better mobile experiences.
matt winn, marketing communications manager, volusion

Thursday, January 16, 14
Graphic design will become an increasingly important part of
the small business toolkit as companies realize they *must*
extend their brand across various platforms. No longer is a
well-designed website enough; it is rapidly becoming essential
to have a strong unified presence on mobile (responsive site/
mobile-optimized site/mobile app) and across social media.
lauren gard, marketing manager, 99 designs

Thursday, January 16, 14
As a small business owner, I fully expect small businesses in
2014 to accelerate their efforts in trying to win the top spot in
local search. This means that small businesses will implement
Microformats, hoping Google will index that metadata. I also
expect more and more small businesses to make video a part
of their online strategy.
pete abilla, owner, schmula

Thursday, January 16, 14
We will see a large increase in the use of responsive web
design for companies big and small to help with mobile
marketing and SEO. As the digital divide evolves and
segments web searches over different devices (phone, ereader, tablet, computer) there is an increased necessity for
adaptable websites that are cleanly viewed on each device. It
used to be enough to simply have a mobile site, but with a 55%
increase in smartphone usage in 2013, a mobile site is no
longer enough.
jayme pretzloff, online marketing director, wixon jewelers

Thursday, January 16, 14
We believe 2014 will be the year small business America
focuses on hyper-local marketing using technology that used
to be too expensive for them. Use of on-line or mobile
customer engagement tools such as mobile marketing apps,
text messaging, unique loyalty programs and broader online
marketing strategies will explode. Why? The cost for these
services has dropped to a point where a fairly sophisticated
marketing system can be implemented for the price of a
magazine ad or coupon mailer. The data rich tools let owners/
operators really get to know their customer at a personal
level and build a real relationship with them.
bob gravely, ceo, micro marketing strategies

Thursday, January 16, 14
In 2014, more small businesses will bring online marketing
in-house. A recent survey from eMarketer.com showed that
increasing market and brand presence is the number 1
priority of small businesses in the coming year, and as small
businesses begin to understand online channels more, they'll
see that it's not necessarily better to have an agency when
they can have a small, holistic marketing team that covers all
their needs while providing long-term value to the business.
dustin christensen, digital marketing manager, jackson
white law

Thursday, January 16, 14
Online reputation management becomes critical for small
businesses. 90% of consumers read online reviews before
making a purchase. Now more than ever, small businesses
need to monitor their online reviews and listen to customer
feedback. Small businesses will need to find a way to quickly
and easily aggregate all online reviews, from sites like Google,
Yahoo, Yelp, Trip Advisor and Angie’s List, and then monitor
and respond to them appropriately. Negative reviews and
feedback will of course need to be addressed. Positive reviews
can be promoted on a company website and social media
networks to encourage and assist in word-of-mouth
marketing.
rebecca roebuck, digital marketing manager, whiteboard
marketing

Thursday, January 16, 14
Happily for customers and customer service representatives,
2013 was the year that people finally recognized the
undeniable importance of customer experience. Marketing
efforts hinged on the swing of brand reputation and company
owners came to see the direct relevance of the customer to
the bottom line. This is a trend that we are likely to see
continue well into 2014.
sue ratcliffe, head of client services, alldaypa

Thursday, January 16, 14
I predict that a greater percentage of small businesses will
not dive solely into a social media-intensive marketing
strategy. I think more businesses will hire specialized
personnel to consult & manage their presence for them. It's a
time-intensive endeavor, so all the more reason they will pay
someone to do it for them & be able to stay focused on their
overarching business goals for 2014.
vin ferrer, social media strategist, graphic d-signs

Thursday, January 16, 14
In 2014, small businesses will need to handle and track
increased phone call volume in order to understand
marketing ROI. With mobile search volume soon expected to
surpass desktop, and 60-73% of mobile searches culminating
in a phone call, call buttons will become essential for any
website. Ease of contact will also become important for search
rankings. Adwords ads with call extensions already have a
ranking advantage; I predict this will happen in organic
results as well, pushing click-to-call to the forefront.
dorin rosenshine, founder, outleads

Thursday, January 16, 14
I believe 2014 is the year in which the tipping point shifts
around marketing green. Companies that have not gotten on
the train are going to get left behind by their customers, who
demand aware and responsive corporate participation in
saving the planet. Last year, Green America released its Big
Green Opportunity report. Among their findings: over a fiveyear period that corresponded with the recent recession, the
green building sector grew an astounding 1700 percent, while
the building sector as a whole contracted 17 percent.
shel horowitz, author, green marketing consultant

Thursday, January 16, 14
Finance & Business Management

Thursday, January 16, 14
The Affordable Care Act gains popularity among a large
segment of the smallest of small businesses.
rex hammock, founder, smallbusiness.com

Thursday, January 16, 14
Consumer and employee interest in [green] practices is
making a strong comeback with multiple studies finding
more people today considering sustainable business practices
important than prior to the recession. The meaning of green
has also expanded to include ethical business practices as well
as support for local businesses.
small business labs

Thursday, January 16, 14
Finding adequate cash to meet capital needs or fuel growth is
a challenge for small business owners. Although it’s getting
better, business owners will probably not find success at the
local bank. More likely, specialty lenders offering niche
options for specific needs like equipment financing, shortterm working capital, and commercial real estate along with
products like merchant cash advance and factoring are
making access to capital easier for business owners. In 2014,
traditional lenders will need to embrace a new paradigm
regarding small business lending or run the risk of
permanently losing marketing share to more aggressive
specialty lenders.
brock blake, ceo, lendio

Thursday, January 16, 14
Small business owners must learn as much as they can on the
fly if they hope to withstand resistance and to overcome any
setbacks standing in their way. More entrepreneurs realize
that they need to invest time in new skills if they hope to
make a splash. It's easier than ever to learn professional skills
online with sites like Skillfeed.com and others.
danny groner, manager, blogger partnerships & outreach,
shutterstock

Thursday, January 16, 14
While there are signs the traditional lending market is
getting better for small businesses, access to credit will
remain tight. Therefore, we’ll see a significant increase in the
use of crowdfunding.
susan solovic, ceo, susan solovic media group

Thursday, January 16, 14
As with the current proposed final rules for Title III,
(Crowdfunding Act), I think that the Commission will
continue to take a well rounded approach as related to
investor protection measures. However, two major concerns
loom; Financial Disclosures and the Imposition on Liabilities
for Funding Portals. Where will the industry net out on
issuers raising $500K & more with needing to provide audited
financial statements to raise capital on a registered funding
portals as the current rule proposes. Second, will the SEC
eliminate the imposition of liability against a Crowdfunding
Platform for the misstatements and omissions of the
companies that post to their website- specifically the
proposed language on Page 280 of the SEC's proposed Rules
for Title III, which were published on October 23, 2013. It is
important for the Commission allow for enough leeway in
developing a healthy ecosystem that will foster capital
formation and job creation.
kim wales, founder, wales capital

Thursday, January 16, 14
Multi-channel selling becomes more important as SMBs need
efficient ways to expand their presence and reach more
customers with shopping behaviors becoming more
fragmented.
matt winn, marketing communications manager, volusion

Thursday, January 16, 14
The use of social media indicators to determine
creditworthiness.
stephanie armour, reporter, wsj

Thursday, January 16, 14
The Human Resources department will become more
important than ever. Many factors may significantly impact
the workforce in 2014, including different employee benefit
options (such as Health Savings Accounts, the Affordable Care
Act, etc.), Generation Y’s impact in the workplace, social
media and smartphones in the office, new PTO policies, workfrom-home expectations, and more. HR departments will play
a critical role in shaping how companies deal with these shifts
in communication, workplace behavior, and technology. Their
efforts in doing so will directly impact companies bottomlines in terms of employee engagement, recruitment,
retention.
chris costello, principal & founder, cbg benefits

Thursday, January 16, 14
The number of productivity solutions available to small
businesses has exploded over the last few years, allowing
business owners to move faster and get more done with less.
In the past, businesses were told to Hire Slow, Fire Fast and
what they've experienced is slower hiring and poor results.
2014 becomes the year that small businesses get access to
better hiring tools, allowing them to hire fast and hire better.
ben baldwin, co-founder, clearfit

Thursday, January 16, 14
Going Local

Thursday, January 16, 14
Fewer brick & mortar locations. An estimated 16 million
Americans currently work from home–a figure that’s
expected to increase by 63 percent over the next five years,
according to statistics from Global Workplace Analytics.
Technology lessens the need for small business teams to work
from one location.
susan solovic, ceo, susan solovic media group

Thursday, January 16, 14
Consumers have grown fatigued by the shopping experience
at big box retailers. Impersonal service, long lines and big data
breaches all are working to drive business to local, smaller
main street retailers, but consumers have also grown
accustomed to the convenience of technology. If they can't
find what they're looking for on their smart phone in 60
seconds, they're perfectly happy to move on.
bob wiggins, ceo, two minute mobile

Thursday, January 16, 14
Shopping local gathers steam in niches beyond food.
rex hammock, founder, smallbusiness.com

Thursday, January 16, 14
Small shops squeezed by larger merchants means SMBs need
to become more nimble in how they compete, both from a
price, customer service and marketing standpoint with big
retailers like Amazon.
matt winn, marketing communications manager, volusion

Thursday, January 16, 14
The recent rise in construction company startups is a small
blip on a long-term downward trend in entrepreneurship in
the construction sector.
scott shane, professor of entrepreneurial studies at case
western reserve university

Thursday, January 16, 14
As Amazon continues to crush big chains like Borders Books,
the market for independent local retailers opens up again, as
it has in the independent book industry. “Amazon may have
the bargains, but independent booksellers are trading in the
importance of real-life community–and are seeing an uptick
in business.
verne kopytoff, reporter, cnn

Thursday, January 16, 14
We’ll see a lot more course experiences combining offline and
online learning. Although massive online open courses have
also become more acceptable and popular, we’ll see workplace
course educators finding opportunities to create hyper-local
on-the-ground experience happen such as meet-ups, open
spaces, un-conferences and other activities. I see 2014 as the
year when this trend will hit that critical point and become
more identifiable in the market.
demetrio maguigad, strategic design director, limered
studio

Thursday, January 16, 14
Working with mostly professional services (doctors,
accountants, lawyers) I am seeing a rapid shift to local
expertise. Specifically a speciality to your region that is
showcased on social media.
bryan cush, president, tidal wave marketing

Thursday, January 16, 14
As small businesses seek to grow their audiences, drive new
customers and optimize marketing expenditures, we will see
an increase in alliances. Whether to put on events, offer
promotions, or share in advertising expenses, small
businesses will band together. I expect we’ll see both
complementary businesses and those with little in common
other than targeting the same geography or demographic
collaborating.
hillary berman, founder, popcorn ice cream

Thursday, January 16, 14
One thing that I see as a big trend that has been growing and I
believe will continue is humanizing a company. The old school
thought process of companies being the people behind them
will come back stronger than ever. People love knowing the
owner. I have a specific coffee shop I go to for meetings and to
get a little work done out of the office. I go there because of
my relationship with the own above everything else. Those
relationships are what will be most important in 2014.
ely delaney, automated marketing architect,
yourmarketinguniversity.com

Thursday, January 16, 14
We predict that more entrepreneurs than ever
will open small businesses in 2014.

Find out why.

Thursday, January 16, 14
about radius
For marketers looking to boost ROI, Radius provides the
one place you need to segment and identify your ideal
SMB customers. Finding and engaging with the right local
businesses can be overwhelming due to the disorganized
— and often contradictory— nature of local business
information. Radius subscribers build perfectly targeted
customer segments from amongst the 27 million U.S.
business records within Radius to find their next best
customers.

Thursday, January 16, 14

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The most important small business trends in 2014

  • 1. The Most Important Small Business Trends in 2014 According to the most important small business experts Thursday, January 16, 14
  • 2. Categories: 1. Technology 2. Marketing 3. Finance & Business Management 4. Going Local Thursday, January 16, 14
  • 4. The internet showed its promise in the last few years. In 2014, the divide between tech-disrupted sectors and those unaffected goes away. aaron levie, founder & ceo, box Thursday, January 16, 14
  • 5. The small business digital divide widens. A growing body of research is showing a performance gap between small businesses that successfully use technology and that don’t. small business labs Thursday, January 16, 14
  • 6. Smartphone and tablet usage of web-based browser and native apps surpasses that via computer browser. rex hammock, founder, smallbusiness.com Thursday, January 16, 14
  • 7. This is the year that cross-platform development for the major modern platforms will become increasingly challenging and products will need to be developed with this in mind. It will become increasingly unwieldy to develop for both iOS and Android and natively integrate effectively and competitively with the platform. steven sinofsky, board partner, andreessen horowitz Thursday, January 16, 14
  • 8. With the resources available for sharing exceeding those available in traditional ways, 2014 will be the year in which sharing becomes normal and preferred for assets that are infrequently used and/or expensive. steven sinofsky, board partner, andreessen horowitz Thursday, January 16, 14
  • 9. Many small businesses are set to embrace cloud storage in general. gytis barzdukis, senior director, product management, vmware Thursday, January 16, 14
  • 10. As the web becomes more crowded, small businesses looking to build and maintain relationships with customers will need mobile apps. Creating mobile apps and most importantly consistently updating them with new content using tools like mobile app content managers are how small businesses will evolve in 2014. patrick chukwura, co-founder, joppar Thursday, January 16, 14
  • 11. Mobile Based Retail Purchasing. 2013 Black Friday was Mobile Friday with almost 40% of all online shopping done on mobile devices. This trend will continue in 2014 as more consumers are empowered to use their phones and tablets to shop anytime, anywhere. Seamless browsing, saving, and shopping across platforms will be crucial for any business that wants to grow in 2014. billy bauer, marketing director, royce leather Thursday, January 16, 14
  • 12. At the beginning of 2013, people said mobile phone use would surpass desktop use by 2015. Well, it's already happened. Many websites now report mobile traffic as high as 66% of their overall traffic. People who think it's time to get ready for mobile have already been left behind! The small businesses that will see the highest gains in 2014 will be those with a mobile website or a responsive design website. From there, the most successful small businesses will branch out to mobile advertising and more. collin jarman, seo technician, click optimize Thursday, January 16, 14
  • 13. The ability to gather data continues to be revolutionized, especially for small businesses who might not have been able to afford the tools and technology to gather and analyze data a few years ago. This will give small businesses the ability to move away from 'gut feelings' about what's right and move to measurements, KPIs and quantifiable data so everyone is working with one version of the truth. Either through capturing and reviewing their own data or purchasing data resources from cloud-based providers like eVestment, at no other time in history has so much information been available so readily, so quickly and so affordably. jim minnick, ceo, evestment.com Thursday, January 16, 14
  • 14. Less than 5% of business websites are mobile-optimized. Ignoring mobile marketing is simply no longer an option for any business. 94% of smartphone owners are looking for local information on their mobile devices, and 70% of these searchers have gone to a local business after a search. For a small business, this is a golden opportunity. zach cusimano, coo, bizness apps Thursday, January 16, 14
  • 15. The convergence of mobile, cloud, data & analytics. They’re also leading to new forms of technology-based competition as more small firms use capabilities developed through the convergence of these technologies to outmaneuver competitors. small business labs Thursday, January 16, 14
  • 16. As businesses grow and demand for their products increases, technology like Lettuce will assist business owners in consolidating their back-end operations, allowing for more time to be spent on sales and growth rather than inventory management. The fast pace of the current marketplace will push more business owners to utilize available technology to make their business operations more efficient and lean. raad mobrem, ceo & founder, lettuce Thursday, January 16, 14
  • 17. One of the top trends for 2014 is the widespread use of analytics, allowing SMBs to make data-driven decisions. I think as analytics become more and more accessible to the layman, more SMBs will use them to tie online and offline activities together. andre pinantoan, marketing, getpocketbook.com Thursday, January 16, 14
  • 18. Small businesses will ditch traditional credit card terminals and POS Systems at an ever increasing pace in 2014. In exchange, they will swap out for tablet-based systems that offer ease-of-use, better reporting, loyalty tracking, minimal fees, cloud storage, and no contracts. phillip parker, ceo, cardpaymentoptions.com Thursday, January 16, 14
  • 20. I think we’re going to see fairly intense consolidation [in the local marketing space]. As the products become more complex, companies will need an in-house sales force to gain traction, which will make it increasingly difficult for new entrants to pop up. Working off that, we’re going to see even more deal sites close, and a couple of leaders emerge from the pact – we’ve obviously seen that start to happen. In addition to the deals space, consolidation will also start occurring around local marketing agency companies as well. The successful companies will be the ones that choose to focus on one thing, rather than the all-in-one approach. howard lerman, ceo, yext Thursday, January 16, 14
  • 21. Decrease in success of Facebook advertising. People are connecting and sharing more than ever. On a given day, when someone visits News Feed, there are an average of 1,5001 possible stories we can show. As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality. richard sim, performance product marketing manager, facebook Thursday, January 16, 14
  • 22. Local small business advertising dollars flow to Twitter, Foursquare, and as always, Google. rex hammock, founder, smallbusiness.com Thursday, January 16, 14
  • 23. Mobile growth pushes Facebook to become number 2 US digital ad seller behind Google, with increased emphasis on Instagram as ad channel. emarketer Thursday, January 16, 14
  • 24. Increase in mobile market for local ads. Mobility and the near-ubiquity of smart phones amongst users with disposable income focuses great entrepreneurs on this massive market. jonathan ebinger, general partner, bluerun ventures Thursday, January 16, 14
  • 25. The average digital media usage among U.S. consumers is estimated at nearly 15 hours per week, according to researcher PQ Media. So even those small businesses that have been social media hold-outs will be jumping on the bandwagon in 2014 to engage their customers. susan solovic, ceo, susan solovic media group Thursday, January 16, 14
  • 26. A study by Google Shopper Marketing Agency Council and M/A/R/C Research found 84% of smartphone shoppers use their phones while in a physical store. [For small businesses] that have not already given serious consideration to a mobile device as a means by which consumers are shopping, the time has come. christopher mccarthy, managing director, addison richmond consulting Thursday, January 16, 14
  • 27. Small businesses with local customers will automate marketing operations. Traditionally, marketing automation technology was only available to larger corporations with the budget, staff and resources to manage it. Increasingly, businesses with local customers are choosing cloud-based marketing automation technologies that empower them to shift away from traditional advertising and toward digital marketing and maximize new and repeat sales. stuart wall, ceo & co-founder, signpost Thursday, January 16, 14
  • 28. [Content Marketers] will have to “pay” [readers] at much higher rates just to keep the same number of readers in 2014 that [they] had in 2013. The global warming of content marketing is in view. mark schaefer, marketing consultant, college educator, author Thursday, January 16, 14
  • 29. Reinvigorated feminism is another issue facing marketers. In a recent poll by The Economist, 42% of all millennials said they consider themselves "feminists," compared to just 32% of Generation X. jeff fromm, author: marketing to millennials Thursday, January 16, 14
  • 30. People are becoming more aware of the data being collected about them online. And that's eroding the trust they have with collecting companies, such as Facebook, Twitter and Google. tim peterson, digital tech reporter, adage Thursday, January 16, 14
  • 31. The Internet Advertising Bureau expects online video ads to hit double-digit growth in 2014. Video is now the key part of any brand's consumer research and 2014 will be the year when online merchants finally recognize the value of video as one of the fundamental sales channels. irfon watkins, ceo, coull Thursday, January 16, 14
  • 32. Brands will move towards more advanced social success metrics than traditional vanity metrics as brands steer away from viral goals. tara hunt, vp insights and social strategy, lime foundry Thursday, January 16, 14
  • 33. Acceleration in mobile, tablets and new technologies means SMBs need mobile-optimized versions of their website across devices, with mobile checkout, and better mobile experiences. matt winn, marketing communications manager, volusion Thursday, January 16, 14
  • 34. Graphic design will become an increasingly important part of the small business toolkit as companies realize they *must* extend their brand across various platforms. No longer is a well-designed website enough; it is rapidly becoming essential to have a strong unified presence on mobile (responsive site/ mobile-optimized site/mobile app) and across social media. lauren gard, marketing manager, 99 designs Thursday, January 16, 14
  • 35. As a small business owner, I fully expect small businesses in 2014 to accelerate their efforts in trying to win the top spot in local search. This means that small businesses will implement Microformats, hoping Google will index that metadata. I also expect more and more small businesses to make video a part of their online strategy. pete abilla, owner, schmula Thursday, January 16, 14
  • 36. We will see a large increase in the use of responsive web design for companies big and small to help with mobile marketing and SEO. As the digital divide evolves and segments web searches over different devices (phone, ereader, tablet, computer) there is an increased necessity for adaptable websites that are cleanly viewed on each device. It used to be enough to simply have a mobile site, but with a 55% increase in smartphone usage in 2013, a mobile site is no longer enough. jayme pretzloff, online marketing director, wixon jewelers Thursday, January 16, 14
  • 37. We believe 2014 will be the year small business America focuses on hyper-local marketing using technology that used to be too expensive for them. Use of on-line or mobile customer engagement tools such as mobile marketing apps, text messaging, unique loyalty programs and broader online marketing strategies will explode. Why? The cost for these services has dropped to a point where a fairly sophisticated marketing system can be implemented for the price of a magazine ad or coupon mailer. The data rich tools let owners/ operators really get to know their customer at a personal level and build a real relationship with them. bob gravely, ceo, micro marketing strategies Thursday, January 16, 14
  • 38. In 2014, more small businesses will bring online marketing in-house. A recent survey from eMarketer.com showed that increasing market and brand presence is the number 1 priority of small businesses in the coming year, and as small businesses begin to understand online channels more, they'll see that it's not necessarily better to have an agency when they can have a small, holistic marketing team that covers all their needs while providing long-term value to the business. dustin christensen, digital marketing manager, jackson white law Thursday, January 16, 14
  • 39. Online reputation management becomes critical for small businesses. 90% of consumers read online reviews before making a purchase. Now more than ever, small businesses need to monitor their online reviews and listen to customer feedback. Small businesses will need to find a way to quickly and easily aggregate all online reviews, from sites like Google, Yahoo, Yelp, Trip Advisor and Angie’s List, and then monitor and respond to them appropriately. Negative reviews and feedback will of course need to be addressed. Positive reviews can be promoted on a company website and social media networks to encourage and assist in word-of-mouth marketing. rebecca roebuck, digital marketing manager, whiteboard marketing Thursday, January 16, 14
  • 40. Happily for customers and customer service representatives, 2013 was the year that people finally recognized the undeniable importance of customer experience. Marketing efforts hinged on the swing of brand reputation and company owners came to see the direct relevance of the customer to the bottom line. This is a trend that we are likely to see continue well into 2014. sue ratcliffe, head of client services, alldaypa Thursday, January 16, 14
  • 41. I predict that a greater percentage of small businesses will not dive solely into a social media-intensive marketing strategy. I think more businesses will hire specialized personnel to consult & manage their presence for them. It's a time-intensive endeavor, so all the more reason they will pay someone to do it for them & be able to stay focused on their overarching business goals for 2014. vin ferrer, social media strategist, graphic d-signs Thursday, January 16, 14
  • 42. In 2014, small businesses will need to handle and track increased phone call volume in order to understand marketing ROI. With mobile search volume soon expected to surpass desktop, and 60-73% of mobile searches culminating in a phone call, call buttons will become essential for any website. Ease of contact will also become important for search rankings. Adwords ads with call extensions already have a ranking advantage; I predict this will happen in organic results as well, pushing click-to-call to the forefront. dorin rosenshine, founder, outleads Thursday, January 16, 14
  • 43. I believe 2014 is the year in which the tipping point shifts around marketing green. Companies that have not gotten on the train are going to get left behind by their customers, who demand aware and responsive corporate participation in saving the planet. Last year, Green America released its Big Green Opportunity report. Among their findings: over a fiveyear period that corresponded with the recent recession, the green building sector grew an astounding 1700 percent, while the building sector as a whole contracted 17 percent. shel horowitz, author, green marketing consultant Thursday, January 16, 14
  • 44. Finance & Business Management Thursday, January 16, 14
  • 45. The Affordable Care Act gains popularity among a large segment of the smallest of small businesses. rex hammock, founder, smallbusiness.com Thursday, January 16, 14
  • 46. Consumer and employee interest in [green] practices is making a strong comeback with multiple studies finding more people today considering sustainable business practices important than prior to the recession. The meaning of green has also expanded to include ethical business practices as well as support for local businesses. small business labs Thursday, January 16, 14
  • 47. Finding adequate cash to meet capital needs or fuel growth is a challenge for small business owners. Although it’s getting better, business owners will probably not find success at the local bank. More likely, specialty lenders offering niche options for specific needs like equipment financing, shortterm working capital, and commercial real estate along with products like merchant cash advance and factoring are making access to capital easier for business owners. In 2014, traditional lenders will need to embrace a new paradigm regarding small business lending or run the risk of permanently losing marketing share to more aggressive specialty lenders. brock blake, ceo, lendio Thursday, January 16, 14
  • 48. Small business owners must learn as much as they can on the fly if they hope to withstand resistance and to overcome any setbacks standing in their way. More entrepreneurs realize that they need to invest time in new skills if they hope to make a splash. It's easier than ever to learn professional skills online with sites like Skillfeed.com and others. danny groner, manager, blogger partnerships & outreach, shutterstock Thursday, January 16, 14
  • 49. While there are signs the traditional lending market is getting better for small businesses, access to credit will remain tight. Therefore, we’ll see a significant increase in the use of crowdfunding. susan solovic, ceo, susan solovic media group Thursday, January 16, 14
  • 50. As with the current proposed final rules for Title III, (Crowdfunding Act), I think that the Commission will continue to take a well rounded approach as related to investor protection measures. However, two major concerns loom; Financial Disclosures and the Imposition on Liabilities for Funding Portals. Where will the industry net out on issuers raising $500K & more with needing to provide audited financial statements to raise capital on a registered funding portals as the current rule proposes. Second, will the SEC eliminate the imposition of liability against a Crowdfunding Platform for the misstatements and omissions of the companies that post to their website- specifically the proposed language on Page 280 of the SEC's proposed Rules for Title III, which were published on October 23, 2013. It is important for the Commission allow for enough leeway in developing a healthy ecosystem that will foster capital formation and job creation. kim wales, founder, wales capital Thursday, January 16, 14
  • 51. Multi-channel selling becomes more important as SMBs need efficient ways to expand their presence and reach more customers with shopping behaviors becoming more fragmented. matt winn, marketing communications manager, volusion Thursday, January 16, 14
  • 52. The use of social media indicators to determine creditworthiness. stephanie armour, reporter, wsj Thursday, January 16, 14
  • 53. The Human Resources department will become more important than ever. Many factors may significantly impact the workforce in 2014, including different employee benefit options (such as Health Savings Accounts, the Affordable Care Act, etc.), Generation Y’s impact in the workplace, social media and smartphones in the office, new PTO policies, workfrom-home expectations, and more. HR departments will play a critical role in shaping how companies deal with these shifts in communication, workplace behavior, and technology. Their efforts in doing so will directly impact companies bottomlines in terms of employee engagement, recruitment, retention. chris costello, principal & founder, cbg benefits Thursday, January 16, 14
  • 54. The number of productivity solutions available to small businesses has exploded over the last few years, allowing business owners to move faster and get more done with less. In the past, businesses were told to Hire Slow, Fire Fast and what they've experienced is slower hiring and poor results. 2014 becomes the year that small businesses get access to better hiring tools, allowing them to hire fast and hire better. ben baldwin, co-founder, clearfit Thursday, January 16, 14
  • 56. Fewer brick & mortar locations. An estimated 16 million Americans currently work from home–a figure that’s expected to increase by 63 percent over the next five years, according to statistics from Global Workplace Analytics. Technology lessens the need for small business teams to work from one location. susan solovic, ceo, susan solovic media group Thursday, January 16, 14
  • 57. Consumers have grown fatigued by the shopping experience at big box retailers. Impersonal service, long lines and big data breaches all are working to drive business to local, smaller main street retailers, but consumers have also grown accustomed to the convenience of technology. If they can't find what they're looking for on their smart phone in 60 seconds, they're perfectly happy to move on. bob wiggins, ceo, two minute mobile Thursday, January 16, 14
  • 58. Shopping local gathers steam in niches beyond food. rex hammock, founder, smallbusiness.com Thursday, January 16, 14
  • 59. Small shops squeezed by larger merchants means SMBs need to become more nimble in how they compete, both from a price, customer service and marketing standpoint with big retailers like Amazon. matt winn, marketing communications manager, volusion Thursday, January 16, 14
  • 60. The recent rise in construction company startups is a small blip on a long-term downward trend in entrepreneurship in the construction sector. scott shane, professor of entrepreneurial studies at case western reserve university Thursday, January 16, 14
  • 61. As Amazon continues to crush big chains like Borders Books, the market for independent local retailers opens up again, as it has in the independent book industry. “Amazon may have the bargains, but independent booksellers are trading in the importance of real-life community–and are seeing an uptick in business. verne kopytoff, reporter, cnn Thursday, January 16, 14
  • 62. We’ll see a lot more course experiences combining offline and online learning. Although massive online open courses have also become more acceptable and popular, we’ll see workplace course educators finding opportunities to create hyper-local on-the-ground experience happen such as meet-ups, open spaces, un-conferences and other activities. I see 2014 as the year when this trend will hit that critical point and become more identifiable in the market. demetrio maguigad, strategic design director, limered studio Thursday, January 16, 14
  • 63. Working with mostly professional services (doctors, accountants, lawyers) I am seeing a rapid shift to local expertise. Specifically a speciality to your region that is showcased on social media. bryan cush, president, tidal wave marketing Thursday, January 16, 14
  • 64. As small businesses seek to grow their audiences, drive new customers and optimize marketing expenditures, we will see an increase in alliances. Whether to put on events, offer promotions, or share in advertising expenses, small businesses will band together. I expect we’ll see both complementary businesses and those with little in common other than targeting the same geography or demographic collaborating. hillary berman, founder, popcorn ice cream Thursday, January 16, 14
  • 65. One thing that I see as a big trend that has been growing and I believe will continue is humanizing a company. The old school thought process of companies being the people behind them will come back stronger than ever. People love knowing the owner. I have a specific coffee shop I go to for meetings and to get a little work done out of the office. I go there because of my relationship with the own above everything else. Those relationships are what will be most important in 2014. ely delaney, automated marketing architect, yourmarketinguniversity.com Thursday, January 16, 14
  • 66. We predict that more entrepreneurs than ever will open small businesses in 2014. Find out why. Thursday, January 16, 14
  • 67. about radius For marketers looking to boost ROI, Radius provides the one place you need to segment and identify your ideal SMB customers. Finding and engaging with the right local businesses can be overwhelming due to the disorganized — and often contradictory— nature of local business information. Radius subscribers build perfectly targeted customer segments from amongst the 27 million U.S. business records within Radius to find their next best customers. Thursday, January 16, 14