2014 should be a very interesting year in digital marketing. Innovation and new media platforms are changing the landscape and the past few years of experimentation should lean toward major advancements and changes in effective digital communication.
Digital marketing can be cost effective, but to make it really efficient here are few trends that are likely rule the roost in 2014.
- Location Based Marketing
Sometimes called ‘geo-targeted marketing’ or ‘place-based marketing’ delivers messages to customers and potential customers when they are physically close to your business. The five best known location based services are Google places, Facebook places, Urban spoon, Yelp, Foursquare. Furthermore tools such as Google wallet are being perfected, which will enable people to buy with their credit card right from their smartphone. The NFC technology in Goggle wallet allows users to make secure payment is set to get more popular and better.
- Social Media Data Collection and Social Marketing
Many social media campaigns focus on the collection and use of personal data. Designing a social campaign means to provide the key elements of personalization, consumer voice and community. It will become a key success for marketers to focus on designing combined physical and digital experiences in order to create moments of serendipity for the client’s ad consumers. Paid advertising will also increase, particularly on Twitter, Pinterest and LinkedIn.
- Content Curation
There are many content discovery apps available including Flipboard, Pulse, Foodspotting, and Fancy that help users to tweak the feeds by merchants and businesses according to their contexts and interests. This is set to become another important trend in 2014 and provide potential customers with greater engagement with the business. Pinterest is the one website that comes to mind, considering its amazing curation possibilities. But it isn’t the only one – List.ly and Quora are the other websites that help users arrange and aggregate data.
- The Rise of short video
Short video is making waves in the marketing world with popular networks like vine building around the concept. Instagram’s video upload has added popularity to these trends and brands are already experimenting with video to share brand experiences. Check out the Yuppiechef Instagram profile to see how they are using video to let customers into the everyday life of their business. Videos are also increasingly being watched on mobile devices and that’s a potent competition, able to instantly alter user behavior.
- Ad Retargeting will grow in effectiveness
This is a marketing strategy that has really caught on recently. It works by utilizing browser cookies to track the websites that users visit. With only 2% of web traffic converting on the first visit, ad retargeting works to increase the overall conversion rate by reminding consumers of the product at the top of the consumer’s mind. Due to the success that many marketers have had with ad retargeting there’s a good chance that it will become more mainstream in 2014.
So that’s how I see future Online Marketing trends at the moment. How do you see it? What are the top marketing tools or techniques you’re using now, or expect to use in the year ahead which weren’t so important previously?