My Big 5 Marketing Predictions for 2014

I am presenting a free Vocus webinar this Wednesday at 2 p.m. on the five big trends that will impact marketers in 2014. Vocus is a client of Tenacity5 Media.

Everyone wants to know the most important trends of the new year for their marketing program. After reading thousands of posts and reports and sifting through corresponding data about marketing, these are my five bold predictions for 2014, and what you should do about it.

Trend 1: Mobile Begins to Dominate

Google Glass will grab the headlines, but old-fashioned mobile marketing will command the budget. Thanks to responsive and adaptive designs, geofencing, and diverse mobile media properties, businesses can deploy customized campaigns to attract customers on the go. As ROI increases, expect mobile specific efforts to become the next marketing boom.

Key Statistic: In 2014, 3.7% of the total U.S. ad spend will be mobile ($6.2 billion). We saw 81% growth this year in the U.S. market, with that rate slowing down to 61% in 2014 and 53% in 2015, when mobile will make up 8.4% of the total ad spend. Source: ZenithOptimedia.

Trend 2: Wearable Moves to the Wrist

Wearable computing hype will move away from the head to the wrist. Google Glass is too awkward and clunky to be anything more than a niche product. Meanwhile, Nike+ FuelBand and Fitbit continue to show how wearable computing can quietly be accepted in day to day lie. Expect Apple and Samsung to take advantage of the form factor, and define the market.

Key Statistic: Google Glass will move 21 million units in annual sales by year-end 2018. Source: BI Intelligence

Trend 3: Vine Becomes a Major

In 2012 we saw the rise of Pinterest, Instagram, and Google+. 2013 was promising but less successful with Vine and SnapChat.

But toward the end of the year interesting acquisition chatter between Facebook and SnapChat commanded the headlines. Then Facebook delivered a vain attempt to replicate video messaging functionality on Instagram (the McDonalds business strategy strikes again).

There are serious monetization issues with SnapChat. Facebook is turning the Instagram platform into something for everyone, and at the same time nothing distinct.

Vine is already tied into Twitter’s ad platform, and will benefit from its unique video only format. Expect Vine to breakthrough in 2014 because of its simplistic utility, short video, and Twitter’s increasingly successful ad platforms.

Key Statistic: At the end of September, Twitter-owned Vine grew a whopping 403% between the first and third quarters of 2013 according to Mashable, Statista and GlobalWebIndex. That makes the video app the fastest-growing app of the year; it now has more than 40 million users. Source: Business Insider.

Trend 4: Native Advertisers Clean Up

As native advertising continues to expand and infiltrate traditional publishing and social media, consumer trust will decline and legal action will increase. Brands and media properties alike will come to understand the impact sponsored content makes on trust. Native advertisers will clean up their offerings, and brand reputation will take precedence over short term gains.

Key Statistic: The most popular forms of native advertising in 2013 were blog posts (65%), articles (63%), Facebook (56%), videos (52%), tweets (46%), and infographics (35%). Source: Hexagram.

Trend 5: Marketing Automation Improves

The potential for marketing automation is well documented as is its impact on the bottom line. But most automation solutions are hard to use. Marketers don’t have the analytic and technical skills to succeed.

What is hard must become easier. Companies will put pressure on their teams and vendors to make marketing automation more useful to their businesses. Training and user interface evolution will make marketing automation a bigger success.

Key Statistic: Just 16% of B2B companies use automation solutions extensively, and 14% of B2C companies leverage the solutions set.Source: Research Underwriters and Ascend2.

During the webinar I will provide actionable steps if you would like to explore these trends and stay ahead of your competitors. I hope you will join us!

Featured image by Desmond.

Vulcan Marketing

Star Trek TOS - Spock

Why, why, why create yet another type of marketing?

Well, I’m not. It’s just a metaphor for emotionless marketing without personality, a danger we face in the age of marketing automation.

Vulcan marketing refers tongue in cheek to an over-focus on big data driven algorithms, automated paths, statistical decision making and content decisions.

For those of you not familiar with Star Trek lore, Vulcans do not experience human emotions. The beauty of Spock’s character — half Vulcan and half human — were his struggles to embrace humanity, much like today’s marketers.

Understanding Human Motivation

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The Rise of Dynamic Content

Today’s release of Hubspot 3 marketing automation software at the Inbound Conference marks the rise of dynamic content, a method of customizing the way individuals view content, images or actions. Now small and medium enterprise marketers can easily deploy dynamic content segmented by niches.

Dynamic content harnesses database marketing to serve unique content to people based on a wide variety of factors, including their sales history, social media preferences, historical content preferences, and prior interactions with the company.

Delivery mechanisms for dynamic content include both online web pages and forms, and emails. Of course, if you engage in direct mail, you can deliver print pieces based on segmentation and individual preferences (depending on your vendor).
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