As we approach 2014, and all of the marketing challenges that come with it, SourceLink is rolling 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. We will be rolling out these articles over the next six weeks – Here are the experts that we sat down with, and a brief synopsis of what they had to say:
1. Ginger Conlon, Editor-in-Chief, Direct Marketing News – “The Virtuous Cycle of Customer Centricity” – Oct 29
Into 2014, consumers will wield the power to dictate how they are marketing to, and marketers are tasked with creating content that is driven by consumer preference. Understanding customer behaviors and preferences will lead to sophisticated micro-marketing campaigns, and marketers will then be tasked with modeling content creation and communications strategies based on how content is being utilized.
2. Judith Hemmel, Vice President, Customer Intelligence, SourceLink – Moving from Creepy to Credible
An overarching theme through several of the interviews was the extreme importance of mobile marketing. Consumers now have the ultimate choice of whether to engage with a brand, cultivating an environment of permission. This phenomenon will further strengthen the move from push to pull marketing, and messaging must move from “Creepy to Credible.”
3. Skip Henk, President and CEO, Xplor International – “Sitting on the Sidelines or Taking the Leap of Faith” – Nov 5
Human behavior is the true game changer in 2014, and there is tremendous value in how customers allocate their time to take in new information. Augmented Reality, a still-emerging technology, very well could lead to a print revival. Marketers will fall into two categories in embracing these new technologies, those taking the leap and those sitting on the sidelines waiting for more proof; which Skip sees as the “winners and the losers” in the fight for customer attention.
4. Bryan Yeager, Financial Services and Mobile Payments Analyst for eMarketer–“Social Media and Mobile Craft a Path to Purchase” – Nov 7
Mobile penetration reached a tipping point in 2013, and looking into 2014, past trends converge because of the smartphone and its ability to enhance the customer experience. Marketers using social media up until now have merely been laying the groundwork for the real opportunities for engagement and conversion. Wearable technologies bring flashy new avenues to truly connect with customers.
5. Roehl Sanchez, VP and Chief Creative Officer, BIMM Direct & Digital – “Data Drives The Creative Process, and the Modular Builder Emerges” – Nov 12
Data begins to drive creative decisions, and creative decisions facilitate the use of data. We are entering age of real time marketing, and the definition of marketing and advertising “Creative” is shifting, especially when it comes to mobile design. Marketers must familiarize themselves withmicrocampaigns and 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.
6. Rich Brown, Vice President and Chief Technology Officer, SourceLink – “SOLOMOand the Evolution of Location Based Engagement” – Nov 14
Social plus location plus mobile (SOLOMO) will be a gamechanger in 2014, as 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 in 2014, and marketing organizations rally to support the responsible use of data. Marketers start to effectively link return on investment between offline transactions and social engagement.
7. John Foley, President/CEO of interlinkONE and President/CMO of GrowSocially–“The Amazing Powers of Personalization” – Nov 19
2014 will see BIG advancements in mobile technology, which will allow for in-store personalization and other amazing interactions. A surprising amount of companies are still behind the content and social engagement curve in 2013, and will evolve into more social businesses in 2014, with more content being distributed than ever. Personalization sees a surge in the depth and relevancy, paralleling advancements in marketing automation.
8. Ann Handley, Chief Content Officer, MarketingProfs – “Organizing your Company Around Content and the Emergence of Short-form Media” – Nov 21
Marketers have been making content creation a priority, but next year will see a need to allocate resources to dedicated personnel. Next year’s trend will be a 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.
9. Cindy Randazzo, Vice President Strategy and Insight, SourceLink – “A World Where IT and Marketing make each other Stronger” and “Multisource Attribution in an Omnichannel world” – Nov 26 and Dec 3
Cindy had so much to say that we will be covering her thoughts over two articles. First, 2014 brings the realization that IT and Marketing cannot be siloed, as their strengths will make each other stronger and will account for the weaknesses in the other, as the “right and left brain” come together. 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?”
10. David Burstein, Fast Company contributor and author, “Fast Future: How Millennials are Shaping our World.” – “The Marketer’s Role to the Millennial” – Dec 5
Companies must make consistent strides towards social responsibility and innovation as core tenets to developing as an organization. “Millennials” (those born in the second baby boom years of 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.