Insights

4 Marketing Trends for 2014 Already Moving Forward

Executive Vice President, NA
Unknown Company

February 10, 2014

How to connect with consumers in 2014. Here are four marketing trends of 2014 to look for in the upcoming months.

This article was written by Joacim Jeppesen, Senior VP of Digital Innovation, Valtech New York. The original version of it appeared on CMO.com.

In 2013, marketers connected with consumers in a host of innovative ways. Campaigns became increasingly targeted and personalised, while the integration of new technologies continued to play a starring role in providing a superior customer experience. We believe that those endeavours will continue but in the following months several marketing trends will become apparent. Here’s an overview of four major marketing trends to look out for.

Merging of Physical and Digital

Many retailers struggle to maintain consistent communication with their consumers. How can a brand connect with consumers in-store and online? In 2014, we can expect to see an increase in retailers delivering robust experiences that connect online and offline interactions, linking the two to facilitate a complete customer connection. New technology allows retailers to integrate with external data points and mobile devices, providing consumers with added value and a personal experience.

A great example of a brand using digital technology to optimise its retail space can be seen in Audi City. (Note: Audi is a Valtech client.) Audi City is the brand’s first digital showroom, located in London. The digital showroom allows Audi to showcase its entire line in a compact space, and even provides consumers the ability to personalise their own Audi models using touch screens, tablets, and interactive tables with natural gestures. Technical details of each model can be viewed individually, allowing consumers to view new features and innovations.

Once completed, the personalised Audi is emailed to its creator, keeping the brand at the top of their mind even after the customer has left the store.

Audi City is a one-stop-shop created with the aim to bring consumers closer to the brand, facilitating a personal experience and real connection, both online and offline. Audi plans to open 20 Audi City digital showrooms by 2015.

Mobile E-Commerce

Now, more than ever, consumers want to receive content on the go. From tablets to smartphones to wearable technology, the use of mobile devices will continue to advance in 2014 and brands must be able to adapt to the emerging technology.

According to Pew Internet Project’s mobile technology research, 63 percent of adult cell-phone owners said they use their devices to go online. Thirty-four percent of those same users also said they prefer to go online using their phones as opposed to desktop or laptop computers.

In 2014, mobile compatibility will be a standard and, a mobile strategy will be the priority. Brands will continue to increase geotargeting capabilities and near-field communication to meet the needs of mobile consumers.

Tangible Digital Results

In 2013, social media platforms and third-party analytics products worked hard to demonstrate clear value for marketers. So, it shouldn’t come as a surprise that in 2014 marketers will be paying even more attention to the “R” in ROI. The latest CMO Survey conducted by Duke University’s Fuqua School of Business revealed that eight in 10 marketers believe it will be much (29%) or somewhat more (50%) important for their marketing department to prove ROI in the next 12 months.

More than 68% of respondents also indicated that they do not have a good sense of the quantitative impact of their marketing efforts. Quantifying ROI involves being smart about your strategy and setting clear goals for your initiatives.

Context Comes Into Play

As marketers put more effort into the quantitative return from their efforts, we can expect to see a larger focus on context in data interpretation and analytics. In many cases, collecting and analysing data is only part of how an organisation can leverage its information.

Collecting and analysing data is only part of how an organization can leverage its information.

In today’s environment, putting information into context and making it relevant is harder than it has ever been. The fact is, consumers’ attitudes towards brands and how they interact with them continuously changes as the digital landscape unlocks new communication layers.

Using analytics to understand the various scenarios and stories behind why consumers choose to convert (or not) is critical to guiding your marketing efforts and preventing a bad customer experience.

Bottom Line Marketers have the ability to connect with consumers like never before. The emphasis will be on serving up a unique, high-quality customer experience and engaging the consumer in new, creative ways to create brand advocates and see solid ROI.