The Conference Board is predicting a 3.1% increase in
global economic growth for 2014; that figure stands at just 2.8% for 2013. It’s
an exciting time to work in the world of brand marketing. There are new technologies
and tools emerging all the time to help marketers better understand,
communicate and build relationships with their customers. Now summarizing some
marketing trends here:
1.
Mass approach will become weaker
However, integrated can’t mean a return to the mass media
marketing campaigns popular 10 years ago. As marketing journalist and author
Bob Garfield told the panel: “ ‘Mass’ is headed for a mass grave. Reach will be
ever more out of reach. The future, and the present, require aggregating
individual relationships at scale. marketing departments needs to be harnessed
to personalize marketing messages so that customers are being communicated to
in the way they want.
2.
Growth in mobile & its ad revenues
E-marketers estimates that retail sales via smart phones
and tablets have more than doubled in 2013. In coming 2014 e-commerce is
expected to increase by 53.3% in 2014, more than triple the 15% growth rate for
retail ecommerce. Mobile ad spend is expected to nearly double again in 2014 to
almost £2.26 billion (32% of total digital).
3.
Always on consumers
Desktops are being deserted for tablets and smartphones, but
not only mobile devices will surpass desktops in terms of traffic, they will
excel them in enabling people do so much more on the internet: anytime,
anywhere. And marketers need to be prepared for the always-on and multi tasking
consumers.
4.
Collaborative economy
Collaborative economy will create a real disruption for
businesses. The phenomenon of consumers co-creating content and products,
sharing ideas and resources with each other is on ascend.
5.
The power of mobile + social + video
The combination of three biggest digital phenomena of
2013 will create another powerful trend in 2014, that of "visual
sharing". These will be the format of choice for people to share their
moments and a go-to tactic for brands to engage with consumers.
6.
Influential Marketing
Growing consumer empowerment will mean that brands will
need to involve influencers in their marketing that is marketing with
influencers, rather than merely marketing at them. By doing so, not only brands
will benefit from positive word of mouth, but the power of ideas that
influential consumers can generate.
7.
Increased focus on happiness and well-being
Money won’t be able to buy happiness; there has been an
increased focus on personal well-being.
"Mood of
the Nation" research found that brands had a role to play in
improving people's level of happiness through being ethical, empowering people
to be more active and unexpected acts of kindness. In 2014 we will see more
brands differentiating themselves from competition through influencing how
people feel.
8.
Context and relevancy will take center stage
Whereas content continues to be a crucial component in
online marketing, context and relevancy will play a bigger role. Consumers are
getting habituated to getting what they want, when they want and how they want
it. Information, when delivered at the right time, can be useful and
appreciated to them.
9.
Smarter & Focused Social advertising
With better targeting and re-targeting options, social
media advertising will attract more customers and a bigger share of marketing
budgets.
10. Gen Y Will Continue to Demand
Experiential
It’s estimated that Gen Y’s consumer spending will top at
next year, and as a result, they are a huge target for brands. But they’re
finicky. They’ve seen it all, they live in the moment and they’re far more
impulsive than any other age group.
11. Integrated marketing will be
required
A scattered approach to marketing won’t deliver results.
As social signals (tweets, likes, shares) and digital PR become crucial for
searches, there will be a greater need to make sure that all marketing
activities align for the greatest results.
12. Conventional advertising will still
works for FMCG’s
For those who think conventional media are a dying bread
please think that still our main media of entertainment is TV, for news we also
go to print media or TV. That media have strong viewers & readers and good
ads will still work.
Businesses should look to take advantage of this trend.
The secret to marketing that works is consistency. Whatever tactics you choose,
do them often and do them without end. There are still plenty of challenges
that partners have to overcome to keep marketing going.
