Last week I read a Forbes article by Jayson DeMers titled The Top 7 Online Marketing Trends Dominating 2014. It is really a look back on predictions made at the end of 2013 – looking towards this year.
Here is my review of the top 7 online marketing trends dominating 2014 and how the trends can make your marketing better (with results):
Prediction #1: Content Marketing Will Be Bigger Than Ever
I agree – most people are looking for information to help them make decisions. By presenting high quality content you can position yourself as an expert and help climb over the know, like, and trust barrier to the sale.
I disagree however with the assertion that, “businesses are struggling with achieving business results through their content marketing strategy.” While this fact maybe true and I would argue that it would also be true if you polled the average business about their social media, print, direct mail, or website marketing results because most businesses can’t or don’t track those activities.
If you use direct response marketing (like our Daredevil Marketing) you will be able to track the effectiveness of your efforts and course correct as necessary. Email me (firstname.lastname@example.org) if you would like the “rules of Daredevil Marketing” checklist – no marketing should be approved without these elements.
Prediction #2: Social Media Marketing Will Require More Diversity
I agree with his analysis that you need to be were your target market is and continuously evaluate the best use of your time and budget – there are ways to track your ROI (return on investment) even on social media (not doing this is like lighting a pile of money on fire).
Prediction #3 Image-Centric Content Will Rule
People like pictures – image focused platforms like Pinterest are great for show-casing finished projects and helping create inspiration (especially if your target audience is composed of women). Just remember to make the photo link back to your website or landing page.
Prediction #4: Less Will be More
I don’t think this is a hard and fast rule – remember you need to test what your target audience responses to and not all people will respond to the same thing. I recommend mixing it up – plain and photo-centric to reach more people within your target audience (sometimes ugly, plain text postcards sell more than ‘pretty’). I do wholeheartedly agree with the statement, “brands need to think strategically about how to stand out amidst the clutter.”
Predication #5: Mobile-Friendly Content Will Be Necessary
Make sure your website and emails are responsive to the size of screen it is being viewed on. Make sure your website is responsive and not just a mobile duplicate of your non-responsive site – Google will penalize you for having duplicate content.
Prediction #6: Ad Retargeting Will Grow in Effectiveness
I personally think these are creepy – House of Antique Hardware is always following me around the internet. You can follow people from your website to Facebook.
If you are going to use these techniques just make sure you follow the Daredevil Marketing Rules for any advertising and monitor your results.
Prediction #7: SEO and Social Signals Will Become Even More Intertwined
Jayson DeMers admits that he was ‘wrong’ on this prediction. There is definitely a indirect SEO benefit to having a strong social media presence especially when it comes to posting on Google+ and YouTube since Google places a high value on content from those sites – you can dominate the local search results using specific keywords and posting onto these sites.
Hope this helps you evaluate your online strategy.