Before we get into the emerging trends in marketing, 2014, we thought it would be interesting to do a flashback. Let us look at what trend-spotters noted for 2013. After all, you need to know where you have come from to see where you are going. We have provided the trends in lists. You will note that many of the trends overlap among our cited sources. The titles of the articles are provided in the screen tips of the active hyperlinks to the original articles:
|Re-Emergence of Experiential Content||Social media distribution is booming||Demand for Online Marketing, will continue to increase||Employee Advocacy and Social Selling: Convenience; Compliance; and, Credit||Digital Wallet Creeps Forward|
|Tailored Consumer Content Experience||“Year of big data”||Content is King||Content Marketing||Big Data Gets Real|
|Alignment of mobile business and content strategy||B2B mobile, still lagging behind||Cross-Platform Marketing will come into its Own||Mobile and Consumerization||Social Media Grows up|
|Fusion of social media practices||Code is king||The Rise of Big Data||Big Data||Mobility Matures|
|Newsjacking||Rapid emergence of content creation services and software||Further Improvement of Analytics||Agile Marketing and the Principles of Agile Marketing||Real-Time Media Buying Takes Hold|
|Content curation bonanza||Direct mail: set to make a return||Internet Marketers moving away from PPC||Organizations Learn Better to Identify Marketing Pivot Points|
|Micro-stories||Marketers will carry other sales-oriented responsibilities||A Mobile Word||QR Codes Get Real|
|Video Engagement||Internet marketers are abandoning PPC tactics||Expansionism of ‘Local Search’||Reputation Management Joins the Big Leagues|
|Marketing spend shift||Engaging UX, transpiring B2B||Greenwashing Subsides|
|Create once, publish everywhere – again||Intrapreneurialism Grows|
|Forbes.com||Kula Blog||TopTenSocialMedia.com||B2B Marketing Insider||IDG Direct|
|Increase in location-based marketing||Contextual marketing||Trendjacking – Native Advertising on steroids||Content Marketing||More focus on mobile|
|Customer-Centric Information||Increased Expectation Levels for Quality Content||The ‘MySpace Comeback’||Big Data Marketing (personalization)||Social Media : A Necessity|
|Cognitive computing||Inbound marketing will become ubiquitous||Google Plus Gains Momentum||Marketing Technology||Value Creation for content Marketing|
|Visual Influencers||Determine the key metrics – often deceiving||Ubiquitous Hashtaggery : the new form of SEO||Real-Time Marketing : Be in the moment||Increased Dependence on Technology|
|Advocacy – Impactful Advertising||Mobile use will surpass desktop and tablets usage||The Proliferation of Video Marketing||Social Business Strategy : (social selling + content marketing + personal brand activation)||Power of the B2B Buyer|
|Creative ways of reaching consumers who prioritize privacy||New Social Media Landscape – new kids on the block; the cool kids aren’t so cool anymore||Mobile 24/7/365||HR as the marketer for the employer brand|
|Smartphones & Tablets: the new Desktop||Agile Marketing – start-ups to enterprise||Digital 8 Ball||Lead attribution and marketing mix analysis to drive platform analysis (web, social, mobile)|
|Pay-to-play (an aspect of Native Advertising||Rise of the short video||More Money, More Selling Power|
|Data King : Social Media Platform Vortex||LinkedIn for B2B|
|Tapping into Wearable Technology Data||Contest for Marketing: Rewarding Participation and Purchasing.|
|More Engagement of End-Users|
|Cloud-focused: Painful Data-drops|
|The Great Native Advertising|
Some of the biggest differences we can view between 2013 and 2014 are:
- The increase in location-based marketing / customer-centric information / cognitive computing
This can be attributed to the proliferation of apps created to make individuals lives easier and thus more fluid as they navigate through their personal and wider commercial interests. For example, the development of applications utilizing the GPS on your phone, such as transit apps for various cities and districts like Moovit, Google Maps, RocketMan and Transit, just to name a few. As well as applications suggested to you over Google, when are you are, for example, looking for the nearest bank you do business with, or suggestions for apps to help you find the nearest eatery in your area or projected location such as Yelp. I have also seen on the subways in Toronto, marketing advertisements for the Yellow Page application.
- The “MySpace Comeback”
This seems like quite a long shot, but then again, who knew Facebook would have lost popularity in 2014.
- Visual Influencers / The Proliferation of Video Marketing / Advocacy – Impactful Advertising
As many of the articles we cited state, videos are carving out in a niche in the field of marketing and advertising. While marketers are using the same to marketing the products in creative, impactful, emotional and visually appealing, and amusing fashion such as Apple’s Holiday ad on the joys of purchasing the products to capture quirky, special family moments; Samsung’s past and recent advertisements making mocking Apple users; the over 30 million-hit tongue-and-cheek YouTube video entitled, “First Moon Party,” marketing feminine products for young girls. Individuals have also taken to the video advertising market, spreading the word about their talents (upcoming musicians (Veoh – on a side note, some artists have chosen not to put out albums and go on marketing campaigns, leveraging tools already at their disposal such as YouTube, Facebook, LinkedIn (yes, LinkedIn), Twitter, Pinterest, Instagram, just to name a few), dancers, poets (Def Jam Poetry); their passions and their political views and/or non-profit organizations, and advocacy for various causes, and political/social movements (wars, famines, racism, religious discrimination, and various rights or lack thereof for minority and/or marginalized/stereotyped communities). This is also heightened by our notation of the “Ubiquitous Hashtaggery: the new form of SEO,” where marketers and amateurs alike can follow the progress of their posts whether personal or part of something more professional at the same is shared across various platforms, especially with the advent of Google Plus gaining popularity, and applications such as Aljazeera’s, The Stream (there’s an app for that as well). Not to mention Google searches now returning results for the specific geographic locations searched for or projected.
- LinkedIn for B2B
This is a great topic and a wonderful development. See this most recent article on this topic.
- HR as the marketer for the employer brand.
This projection was spot on, and will continue to ring true throughout the rest of 2014, going forward.
Not only are potential employees eager to be liked and to be hired, but employers are eager to be liked, too, and to hire. However, in the midst of locating the best talent and locating the top talent, it appears that some HR professionals may embellish, a little. Note the sometimes deceiving words and deceiving phrases like “great benefits,” “everyone wants to work here,” “low turnover,” “someone who can hit-the-ground-running,” etc.