sourcelink presents - 10 trends to define marketing in 2014
DESCRIPTION
Ten interviews with ten industry experts to predict the trends we will see in marketing for 2014. Great chats with content marketing experts and technophiles alike, who paint a picture of what the marketing landscape holds. Features with Anne Handley of Marketing Profs, Ginger Conlon of Direct Marketing News, author David Burstein, and many more experts. What technology will impact marketing? How can content shape your business? How will augmented reality and near field communications be game changers? All of these questions are answered in this series.TRANSCRIPT
+Achievements
Advancements
10 Trends to Define Marketing in 2014
2
10 Trends to Define Marketing in 2014 – 10 Experts weigh in
As we approach 2014, SourceLink rolled out our “Ten Trends to Define Marketing” series again, with a twist. This year, we sat down with ten industry experts and asked them what trends they anticipate in 2014 and the years to come.
Contained are the ten trends and the experts we interviewed, with a high-level description of the conversation. Click the link in green to read the full article
3
Ginger Conlon, Editor-in-Chief, Direct Marketing News
The Virtuous Cycle of Customer Centricity
• Consumers will wield the power to dictate how they are marketed to
• Marketers are tasked with creating content that is driven by consumer preference
• Customer behaviors lead to sophisticated micro-marketing campaigns • Marketers must model content creation on how content is being utilized.
4
Moving From Creepy to Credible
•Extreme importance of mobile marketing•Consumers now have the ultimate choice of
whether to engage with a brand•“An environment of permission” •Move from push to pull marketing•Messaging must move from
“Creepy to Credible.”
Judith Hemmel, Vice President, Customer Intelligence, SourceLink
5
Sitting on the Sidelines or Taking the Leap of Faith
•Human behavior is the true game changer •Tremendous value in how customers allocate their time to
take in new information •Augmented Reality leads to a print revival•Marketers will fall into two categories- those taking the
technology leap of faith and those sitting on the sidelines waiting for more proof
Skip Henk, President and CEO, Xplor International
6
Social Media and Mobile Craft a Path to Purchase• Mobile penetration reached a tipping point in
2013• Past trends converge because of the
smartphone’s ability to enhance the customer experience
• Marketers using social media up until now have merely
Bryan Yeager, Financial Services and Mobile payments Analysis, eMarketer
been laying the groundwork for the real opportunities for engagement and conversion. • Wearable technologies bring
flashy new avenues to truly connect with customers
7
Data Drives The Creative Process, and the Modular Builder Emerges
• Data begins to drive creativedecisions
• Entering an age of real time marketing
• Marketers must familiarize themselves with microcampaigns
• Start thinking mobile first• The creative professional must start to be a “modular
builder,” and embrace a shift toward strong creative rooted as much in functionality as in design
Roehl Sanchez, VP and Chief Creative Officer, BIMM Direct & Digital
8
SOLOMO and the Evolution of Location Based Engagement
•Social plus location plus mobile (SOLOMO) will be a gamechanger•Marketers truly perfect geofencing technologies and
make actionable use out of location data using offer-based engines•Data use concerns and privacy legislation gain lots of
attention •Marketers start to effectively link return on investment
between offline transactions and social engagement
Rich Brown, VP and Chief Technology Officer, SourceLink
9
The Amazing Powers of Personalization
• BIG advancements in mobile technology• In-store personalization and other amazing
interactions• Companies evolve into more social businesses in 2014• More marketing content distributed than ever before• Personalization sees a surge in the depth and
relevancy, paralleling advancements in marketing automation
John Foley, President/CMO interlinkONE and CMO, GrowSocially
10
Organizing your Company Around Content and the Emergence of Short-form Media
Ann Handley, Chief Content Officer, MarketingProfs
• Marketers allocate resources to dedicated content marketing personnel
• Wider adoption and need to understand short-form content
• Social media engagement leads to emotional connection and a better brand experience
• Print remains a crucial part of marketing spend, and continues to claim significant portion of marketing budget
11
A World Where IT and Marketing make each other Stronger and Multisource Attribution in an Omnichannel world
•2014 brings the realization that IT and Marketing cannot be siloed•The “right and left brain” come together as marketing
enhances IT, and vice versa
Cindy Randazzo, Vice President, Strategy & Insight, SourceLink
• Big Data becomes relevant for all industries, as it is mined for interests, and used for multiple forms of variable advertising
• Consumers start to ask the question “How is it possible that you don’t know who I am?”
12
The Marketer’s Role to the Millennial
•Companies must make consistent strides towards social responsibility and innovation •“Millennials” (those born from 1980 to the early 2000s)
have become the most messaged-to generation ever, and marketers embrace emerging technologies and develop new means to stand out. •Deep customization stands as central to the
communications experience between marketers and Millennials.
David Burstein, Fast Company contributor and author, “Fast Future: How Millennials and Shaping our World”
For a more detailed breakdown of all of these topics stop by
10 Trends to Define Marketing in 2014