It’s that time of year again where when clients and fellow marketers alike want to know what’s going to be big and important in digital marketing in the New Year. Although it’s difficult to know for sure without the benefit of a crystal ball, the trends of 2013 are certainly telling where the future is concerned.
Fortunately for all of us, technology and its current trends have a way of leaving us telltale clues about what’s coming our way. Based on the trends of last year and the signs they’ve left for us, it’s safe to predict that the following trends will play important roles in digital marketing during 2014.
Get Ready for 2014! My Predictions for Digital Marketing Trends
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- Identity Showcasing. In the past, social media venues such as Facebook or Twitter were viewed mainly as ways to connect with like-minded people. While this is one purpose, it’s not the main purpose. Amid a sea of users, social media gives us an opportunity to showcase and further our identities. As an individual or company, this trend is vital to succeeding in business and standing out from the competition. To capitalize on this trend, companies will actively seek ways to showcase their identity, as well as those of their customers.
- Online Video for Mobile Users. Video has gone from ruling the TV screen to graduating to the desktop computer and on to dominating smartphones and mobile devices. At any given moment, mobile device users can access a favorite sitcom, movie, music video or your company’s clever marketing video by way of their handheld device. In 2014, the trend toward using online video will continue to grow by leaps and bounds.
- Innovative Advertising for Multiple Screen Users. You’ve seen this in action: your partner is watching the latest hot television show, posting about it on Facebook with their laptop and texting about it with a friend. They’ve got three screens going, and they’re not alone. Multiple screen use is a growing trend which beckons marketers to create innovative, interactive advertising that gains the attention of multiple screen users.
- Driving Performance through Growth Hacking. Also known as Conversion Rate Optimisation (CRO), growth hacking is a marketing concept that started with small-business startups and has caught on so quickly that even the large corporations are now hiring Growth Hackers. In addition to dealing with customer and sales conversion rates, growth hacking also involves refining the products offered and the price models used to sell them. A digital marketer’s understanding of growth hacking can prove to be solid gold for a company seeking to experience explosive growth in 2014.
- Micro-Targeted Advertisements. Targeted advertisements and promotions on LinkedIn, Twitter and Facebook have steadily increased over the course of 2013. In addition to reaching consumers where they’re at – on their mobile device, micro-targeted ads narrow in on a very specific audience. Some predict that targeted advertisements will soon show up on Google +. Who knows? But one thing’s for sure: more companies will be testing and tweaking the various micro-targeted ad options in 2014.
Keeping Up with the Trends
The trends that mean the most to you will either capitalize on things you’re already doing or shine the spotlight on techniques you need to use. It doesn’t matter if you’re running a large corporation, an office of 15 employees or a one-person show, the fact is that digital marketing trends are changing and growing, and the consumer is driving that change. Listen closely to what your clients and customers have to say, but take things a step further by knowing what their customers are saying, too.
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