Posted by 02 Jan 2014
The Big Brand Theory
Marketing Trend Forecast 2014
While the marketing world looks back on a ground-breaking 2013, our team of creatives here at DDCA are busying ourselves for a New Year of opportunity for our clients. Having our fingers firmly on the pulse and a steely eye fixed on the future is what makes us great (if we don’t say so ourselves!) and we’ve come up with a hit list of marketing trends that we predict will lead the way and push new marketing boundaries in 2014.
Will a super hot technology change the game? Might a new social channel overthrow the big boys like Twitter, Facebook and other such giants? These are just some of the questions that have bounced around the DDCA walls over hard coffee and mince pies in December and we’ve whittled our top predicted trends and tactics to look out for and swoon over this year to a short list of five. Enjoy!
1. Make It Mobile
In 2011, mobile devices outsold desktops for the first time. A study by IDC says that 87% of connected devices sold will be smartphones and tablets by 2017. Mobile has been growing for a while, but the continuing migration will entice marketers to make it a larger part of their multichannel strategies, or to add it if they weren’t using it before. For some companies, this means developing mobile apps or making their websites more usable on smartphone and tablet screens.
2. Keep It Visual
Video content consistently outperforms blogs and other text-based content. Pinterest boards now generates more revenue for retailers than tweets or Facebook posts. One study shows the retention rate for visual information can reach 65% versus 10% for text-based information. It’s hardly surprising, then, that visual media will grab more attention in the coming year. New platforms like Vine and SnapChat create new channels for micro-videos, which only take a few seconds but can have a big impact on a company’s reach.
3. It Pays To Be Social
Many businesses have seen great results from paid social ads due to the deep user engagement and more sophisticated targeting tools on social media, so expect the trend to accelerate in 2014. According to Adroll, news feed ads on Facebook generate 49 times more clicks than right-hand side ads. Meanwhile, LinkedIn offers Sponsored Updates, and Pinterest is currently testing Promoted Pins. If these programs show the same effectiveness as Facebook’s, other channels may see this as a great opportunity to cater to business accounts, and raise more revenues.
4. The Rise Of Retargeting
These days, you can’t just visit a site and forget about it. The cookies on your browser make it possible for that site to follow you wherever you go online. By utilising browser cookies to track the websites that users visit and with only two per cent of web traffic converting on the first visit, ad retargeting works to increase the overall conversion rate by reminding consumers of the product or service they viewed.
5. Tracing The Journey
Today, the purchase-decision journey for online consumers takes many paths – video, social, mobile apps, email, display advertising, TV and other impressions have all combined to influence a customer's decision to act. New tools are coming along to make it easier to accurately pinpoint which tactics are working and which ones aren’t. Google, for example, has an Attribution Modeling Tool that shows you when and where the first contact occurred, where the product was bought, and every touch point in between. Analytics tools historically showed you where the final sale occurred. These new technologies will highlight which channels are valuable to the conversion cycle, even if they aren’t where the cycle ends.
What are your thoughts about the potential shifts in marketing this year? We’d love to hear from you.
If you have any questions about our services or would like to find out how we can market your brand, don’t hesitate to get in touch. Give us a call on 0191 265 0205 or email [email protected]