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7 Marketing Trends You Should Not Ignore

Marketing has been democratised.

The capability to use marketing tools and technology without having to beg or pay for attention is unprecedented. It’s a time where you can now build your own crowd to market and sell to without paying the mass media gate keepers.7 Marketing trends you should not ignore

That’s social media.

The social media networks are at your disposal and with the right tactics and software you can create brand awareness and access to influencers and decision makers in boardrooms across the world.

This freedom to take control of your own marketing comes at a cost. The cost is complexity and time. To be effective it requires using multiple networks, constant content creation and monitoring and managing.

It’s not just multiple networks and multimedia to think of, it is also about adapting to new hardware platforms where consumers receive their messaging. This is no longer restricted to just print, TV and radio but has proliferated to laptops, smart phones and tablets. They all have their own limitations and parameters to be optimal.

Within this technology and media explosion there are many marketing trends that have been emerging that we should be paying attention to.

7 Marketing Trends

Here are seven trends that all marketers need to consider in their toolbox of tactics to remain effective and current.

1. Content Marketing

The importance and role of content marketing and how it works across social media, search, multimedia and mobile is becoming a key focus for many brands. Many companies don’t understand the importance of this trend and how it underlies almost all digital marketing. Brands such as Coca Cola have recognised this and changed their strategies to meet the web realities.

Brands have been blinded by the shiny new toy of social media eg Facebook and think that Facebook marketing is all they should be doing beyond their day to day habitual marketing that they have been doing for decades.

This is just a snippet of your activity focus. You should not be forgetting Twitter, Blogs and Google+…just to mention a few to market your content.

Content is the foundation of all digital marketing and is the reason people read, view or share.

Creating “liquid content” is vital to create brand awareness and tap into crowd sourced marketing.

2. Mobile Marketing

The rapid rise of smart phones and tablets has flatfooted many marketing managers and delivering marketing messages and content that is optimized for mobile platforms is becoming a “must”. Increasingly consumers are viewing content, receiving emails and buying products from “small screens”.

Companies need to urgently redesign websites and blogs that are “responsive” (respond to all devices screen sizes for optimal viewing and usability) to ensure they are optimising for mobile devices. Some websites are recording 30-40% of all traffic from mobile devices. That should not be ignored. It will cost you money and lead to missed opportunities.

3. Integrated Digital Marketing

Companies that are savvy marketers are realizing that digital marketing should not be one offs that are islands of isolated tactics. Social media and content is impacting search results. Google created Google+ for a few reasons including capturing social signals. Ensuring that your approach is allowing you to tie them all together to achieve maximum effectiveness is becoming key.

This is optimised and integrated digital marketing.

4. Social Media at Scale Marketing

Brands are also realizing that “doing” social is complex and is like juggling many balls at once. We are seeing the rush to develop, buy up start-ups and implement Enterprise platforms that are assisting marketing professionals to market, manage and monitor multiple social networks and even other digital marketing (eg email).

The tools to manage the complexity are emerging and evolving as the rush to package the technology accelerates. The holy grail to have one tool to manage your marketing is the mission for many software companies who see this opportunity.

This is “social at scale

5. Continuous Marketing

Marketers need to realise that a strong trend is emerging called continuous marketing. It doesn’t mean that you shouldn’t run “campaigns”. The reality is that being found online (found in social network updates, Twitter streams and in a Google search) requires constant SEO activity and content creation, publishing and marketing.

Google hates silence.

Creating, curating and marketing content that is fed into the maws of the social media beast needs to be relentless or you will left behind and you will be lost in the web noise.

To do this well requires implementing marketing automation that leverages your time and resources.

6. Personalized Marketing

The “one size fits all” approach to marketing where mass messages on television and traditional media are becoming less effective due to media saturation. We are seeing the rise of personalized marketing on e-commerce sites, websites and emails that tailor the advertising and user interface to the relevant interests of consumers.

Visit an online store once and come back and the website knows that you are male and like Nike runners. The next email that arrives has also been personalised with products that you visited while shopping online. The web is capturing your habits as it reads the data, applies intelligence and serves up information that is relevant to “you”.

This trend is being driven by technology using “big data” to increase marketing effectiveness.

7. Visual Marketing

We first saw the creep of visual marketing into the landscape when YouTube entered mainstream consciousness a few years ago. Since then this creep has turned into a torrent of visual marketing with emergence of Pinterest, Instagram and even Slideshare.

In the last 6 months this has gone to a whole new level as Vine’s 6 second snack size video and now Instagram’s new 15 second video app has marketers scrambling for creative inspiration to apply and leverage this new trend.

Your marketing needs to ride this trend to increase engagement and cut through the online noise.

What about you?

Which trends excite you or even surprise you? Have you adapted your tactics to meet the continual marketing and technology eveolution.

Look forward to hearing your stories, feedback and insights in the comments below.


Image by Shutterstock


Jeffbullas's Blog


  • lksugarman

    Acquisition is not a panacea when one considers the challenges presented by integration of disparate applications. The TCO is extremely high.

    However, a deeply integrated platform that includes all the tools for integrated digital marketing, sales, customer service eliminates the problems associated with the patchwork approach.

    “The holy grail to have one tool to manage your marketing” = Venntive.com

  • Paul Bingham

    The big one is the concept of continuous marketing because we’ve all run campaigns; a tv ad campaign, a low season promotion, a photo contest, a sale or whatever. They all link around a strategy but by definition there is white space in between and that’s what has got to be filled because digital marketing never sleeps!

  • Interesting that you should call it VISUAL marketing. I have been astonished at how VISUAL social media has become. Even facebook allows your posts to reach more fans based on the type of visual elements it contains.

    So thank you for coining a new marketing facet/discipline.

    I shall write about this on our agency blog in a day or so..

  • Shruti Acharya

    Multi device usage fascinates me. Consumers sat on the couch tweeting, shopping with the tablet and watching their smart tvs – if only these things could talk to each other. Oh wait…

  • The iceberg to look out for is indeed content. The art of creating and marketing it is often underestimated.

  • The content creation cycle is a beast and the challenge is maintaining that quality brand congruent content.

  • Rooting for all of the above – with a special focus on #4 since we have that enterprise monitoring!

    • Great to hear some cheering and clapping! 🙂

  • Yes, We could never ignore this at all!

  • Julian Henrichs

    # 6 Personalized Marketing is a very obvious developement. Altough I find it very annoying being offered products I might like so aggressively. It can be compared to southern european waiters luring you into the restaurant. Good restaurants do not need to do that. Does that also apply to “good” brands? I am unsure if I want something intangible and non personal like the “web” to know my habits, hobbies, favourite products etc. and I haven’t seen the benefit in it yet. On the other hand, companies must know who their customers are..
    By the way: great list.

  • Hi, i am a great plan of personalized marketing tactics. I think this is the best method can give more return over marketing effort. But the current scenario showing some great trends towards social media, especially in the case of big corporates. http://www.offshorent.com/blog/2014-social-media-marketing-trends this blog post showing some great insight to 2014 social media trends

  • Every business owners and marketer should remember and take actions on those trends. I believe that integrated marketing will give us a more powerful marketing campaign. SEO + social media + content marketing would give us greater results than just using any one of them.

  • SEO Socratic

    Thanks for sharing this great marketing trends tips that you shared, and we really shouldn’t ignore this…

  • MateoF

    It probably could be attributed to content marketing, but one area i’ve seen a lot of re-investment in is re-purposed marketing – extending the life of assets (content, ads, maintream products) through non-traditional channels. This has really contributed to the “renaissance” of the email signature, if you could consider it a renaissance.

  • Great article and strategy

  • It is going to be extremely interesting to see how personalized mobile experiences will evolve and how much more desktop usage will actually get abandoned. Between June 2013-2014, time spent on desktop usage in the U.S. has decreased by 13% (from 53-40%), whereas mobile usage has increased by the same amount (from 47-60%). What do you think, until what point will this trend continue?