14 marketing trends for 2014
DESCRIPTION
Blue Fountain Media Senior Marketing Strategist Ashley Kemper discusses 14 marketing trends for 2014 and explores why businesses should care.TRANSCRIPT
Blue Fountain Media102 Madison Avenue, 2nd Floor
New York, NY 10016
Phone: 212.260.1978Fax: 800-278-0816
www.BlueFountainMedia.com
14 Marketing Trends for 2014
PRESENTED BY: Ashley KemperSenior Marketing [email protected]
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
14 Trends for 20142013 Study from Sharethrough and IPG Media Labs:
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
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
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
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?• 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.
Mega-SERP from Moz
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
14 Trends for 2014
Seamless.com 2013 marketing campaigns
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
14 Trends for 2014
Redefining E-commerce ExperiencesWhat 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
14 Trends for 2014
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!)
Taco Bell Acura NSX 16 Handles
14 Trends for 2014
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
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
14 Trends for 2014
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
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
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
14 Trends for 2014
Spotify Foursquare
Ashley KemperSenior Marketing [email protected]
Visit us at: www.bluefountainmedia.comGet to know us: @BFMWeb / www.facebook.com/bfmwebSpeak with us: 212.260.1978
102 Madison Avenue, Floor 2, New York, NY 10016
For more helpful resources, check out:
www.bluefountainmedia.com/blog