2013 was a year that really evolved the way we market to our consumers and businesses. Gone are the days of traditional above- and below-the-line media plans. Nowadays, success metrics are increasingly measured via social shares, youtube views and of course, online conversion.
We’re excited with how far 2014 will push us digitally to the next level. Here are our digital marketing trend predictions for 2014.
1. Content marketing is still king
In fact according to Social Media Today, 78% of CMO’s believe custom content is the future of marketing. The focus in 2014 is not only increasing content marketing, but also targeted, strategic content – more on this later.
2. Smarter social media marketing
In 2013, organisations experienced highs and lows of interacting socially with the community. 2014 will see a more strategic, smarter and most importantly – careful approach – in social media marketing.
3. Real time marketing is not just a hype
Oreo’s “Dunk in the Dark” set a new benchmark for breakthrough marketing on Twitter. More will come in 2014.
4. Desktops are so pass√©
With mobile googling to exceed over 27 billion search queries by 2016 globally, desktops will be increasingly substituted with mobile devices and tablets.
5. Mobile engagement will surge
As a result of increased mobile and digital tablet usage, so too will the engagement on these devices. 26% of Australians have made a purchase on their smartphones. This is predicted to surge in 2014.
6. Mobile advertising will also grow
With facts like 87% of smartphone users in Australia say they notice mobile ads, advertising via mobile and digital tablet channels will no doubt increase.
7. Less words, more visual
The massive growth of infographics, Instagram and Vine reinforce the fact that we’re reading less and watching more. Visual media will dominate the market in 2014.
8. Content marketing will be more targeted
91% of adults have their mobile phones within arms reach 24/7. So it’s no wonder delivering multimedia directly to the user’s mobile based on their location (via GPS technology) will grow. It’s relevant, timely and simply clever.
9. Challenger brands will conquer
Challenger brands have the flexibility to be more responsive and adaptive to new technologies. Look out for challenger brands making some noise in the 2014 digital landscape.
10. More B2B marketers will use Slideshare
Voted among World’s Top 10 tools for education and e-learning in 2010 and now with over 58 million unique visitors a month, using Slideshare for B2B digital marketing will accelerate in Australia.
Grace Chau, Agency Director and Founding Partner, Attractivo