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What’s NOT New for 2014?

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While trends can sometimes be passing fads, watching where things are headed can be useful in planning your marketing initiatives for the year. And since most companies are playing catch-up in a fast-moving marketing landscape, what hasn’t changed might be even more useful than what is changing.

Alan Schoff

Alan Schoff

 

Content is cliché

One trend that is definitely here to stay; content is still king. It’s a cliché for a reason.

 

A content strategy is essential in your marketing efforts. If you don’t have one, 2014 is the year to get onboard. While only 50% of companies have such a plan, according to Social Media Today, you’ll be on the rapidly-shrinking half of that statistic if you’re not creating and curating fresh information for your various audiences.

 

A video’s worth a thousand pictures

Visual content, especially video, is rapidly on the rise. That should be no surprise, and here’s a video about it from digital marketing hub Uberflip.

 

Video is exponentially more engaging than photos and text. Smartphone and tablet devices are ever more prevalent, offering more opportunity to deliver valuable video content. How important is video in 2014 for marketers? Well, the number two search engine in the world, after Google, is not Bing or Yahoo! — it’s YouTube (here are some stats about that). With its share capabilities, YouTube is both a search engine and a social channel.

 

Adding to the power of video, a slew of new apps and social media integrations came about in 2013. Especially noteworthy: those six-second Vines on Twitter and 15-second Instagram videos on Facebook. Surging Pinterest, which is all about visual content sharing, is seeing a growing number of video pins. LinkedIn, Google+ and Tumblr, acquired by Yahoo! last year, are also important considerations for your video strategy.

 

Why? Mobile video is predicted to increase 25-fold between 2011 and 2016, ultimately accounting for more than 70% of mobile traffic. It’s not new news, but definitely something to have in your marketing mix in 2014.

 

Integrated marketing is the real king

There really are no surprises in any of the many guru-authored articles like the top 7 online marketing trends for 2014 by Forbes contributor Jayson DeMers.

 

Putting content marketing at the heart of your digital strategy is not a new thing … it’s the essential thing. Strategic planning to have integrated campaigns possessing clear calls-to-action and measurable results have always been the end-goal. It’s about awareness and sales: building audience and ringing the cash register. Digital media simply give us more tools to respond more quickly to customers, and then measure the results of those actions.

 

To be redundant in making the point, founder of the Content Marketing Institute Joe Pulizzi says, “Content marketing is a marketing and business process of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”

 

What should you do in 2014?

So what will you do to ensure you have a robust marketing effort that delivers results, with valuable content that works in multiple channels? Here are 14 trends that could be actionable items for your consideration, found on CommProBiz.

 

So, you see, it’s true that the more things change, the more they stay the same. Good marketing strategy isn’t trendy; it’s simply defining a clear, consistent message and delivering it through the best tactics to achieve the greatest results.

 

If you’re looking for counsel in that regard, give us a call at Coles Marketing.

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