5 Likely Digital Marketing Trends For 2014

5 Digital Marketing trends to watch out for in..

Over recent years there has been a shift from 'normal' marketing towards Digital Marketing. Digital Marketing makes the use of electronic devices such as smart phone, tablets, phablets, and social media in order to communicate with the audience (Rowley, 2008). The surge towards Digital Marketing can be attributed to the rise in accessibility to Smart Phones, Tablets and Internet. Industry experts predict that the use of digital marketing will continue to rise in 2014. Here are 5 Digital Marketing Trends you are likely to see in 2014...

1. Geographic Personalisation

Geographic personalised marketing allows companies to identify and serve personalised advertising that reflects the user's geographic location. Thanks to the use of smart phones, marketeers are now able to collect vast amounts of data on customers, and via GPS businesses can now capture customer locations. In 2014, we are likely to see an increase in geo-fencing which involves targeting customers within a virtual geographic location. One limitation of this technology is the need for consumer acceptance. As the concern of data privacy continues to grow, customers may be unlikely to accept this new digital marketing technique (Wills & Zeljkovic,(2011).

2. Video Marketing

2013 saw a number of advertisers beginning to use video marketing through social media sites such YouTube, Instagram and Vine. YouTube is noticeably the most effective methods to use video marketing as the site receives more than 1 billion unique visitors every month (Kristen, 2013). In order for video marketing in 2014 to be a success it must be social and encourage user engagement. Some of the best marketing videos in 2013 were shared up to 4.3 billion times. Nike have recently released their 'risk everything' video advertisement for the world cup, and it has been taking social media by storm. In 2014 we can expert to see an increase video marketing ads on websites such as YouTube, Vine, Instagram and Snapchat. 

3. Snapchat Marketing

Many questioned whether or not snapchat could be seriously considered as a means of advertising

due to its time restricted content. However, a number of changes to the fundamentals of snapchat have caused marketeers to take the platform more seriously. Lynx have been one of the first to take advantage of the new 'My Story' feature which allows users to upload content for 24 hours. Snapchat have also recently appointed Emily White (formerly commercial lead at Instagram) as chief operating officer (Bort, 2013). Snapchat is certainly one to watch in 2014..

4. Native Advertising 

Native advertising is where the advertiser attempts to gain the user attention by providing them with content in the context on their experience. The goal of native advertising is to make advertising appear less intrusive so that the user iso more likely to click on the advertisement (Marketing Week, 2013). Twitter and Facebook have been advocates of native advertising through the implementation of promoted tweets and suggested posts. One other marketeer who have grabbed native advertising by the horns in Buzzfeed, it is reported that 17 out of the top 25 native ads came through buzz feed. Native advertising is a new concept but it use set to sky rocket in 2014!

5. Mobile Friendly Content

Columbus (2013) predicts that by 2017 87% of connected devices will be tablets and smart phones. Thus making it highly important for marketeers to ensure that their future digital marketing campaigns are fully optimised for mobile use. It is highly important that the user has a positive experience when using mobile devices, as there are a number alternatives. In 2014 we are likely to see an increase in mobile friendly content such as mobile versions of the companies website or a complete new mobile app campaign.

If you are interested in future digital marketing trends, please visit:

http://socialmediatoday.com/anitaloomba/2035211/top-digital-marketing-trends-2014

https://www.youtube.com/watch?v=BnwNcX9g4o4

http://www.businessinsider.com/the-future-of-digital-2013-2013-11?op=1 

References:

Bort, J. (2013) 'Snapchat Just Nabbed An Important Advertising Exec Away From Facebook'. Business Insider  [Online] 3 December. Available at http://Http://www.businessinsider.com/snapchat-names-emily-white-coo-2013-12#!Iplpd [Accessed 3 May 2014].

Columbus, L. (2013) '87% Of Connected Devices Sales By 2017 Will Be Tablets And Smartphones'. Forbes [Online] 9 December . Available at http://Http://www.forbes.com/sites/louiscolumbus/2013/09/12/idc-87-of-connected-devices-by-2017-will-be-tablets-and-smartphones/ [Accessed 3 May 2014].

Kristen, L. (2013) '12 Ways to Integrate Video into Your Marketing' Journal of Financial Planning [Online] 26, (9) 18-19. Available at http://Http://web.a.ebscohost.com.ezproxy.brighton.ac.uk/ehost/detail?sid=c9a71ec3-5052-4a78-8d75-f117171b4fa0%40sessionmgr4002&vid=1&hid=4204&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=90159291 [Accessed 3 May 2014]

Marketing Week (2013) Native content growth means brands have big opportunities [Online] Available at http://Http://www.marketingweek.co.uk/analysis/supplements/agency-opinions-content-marketing/native-content-growth-means-brands-have-big-opportunities/4005872.article [Accessed 3 May 2014]

Rowley, J. (2008) 'Understanding Digital Content Marketing' Journal of Marketing Management [Online] 24, (5/6) 517-540. Available at http://Http://web.a.ebscohost.com.ezproxy.brighton.ac.uk/ehost/detail?sid=a0841dad-b6ac-40f9-b9fc-deecd9d4a7a6%40sessionmgr4002&vid=1&hid=4204&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=33462529 [Accessed 3 May 2014]

Wills, C., & Zeljkovic, M. (2011) 'A personalized approach to web privacy: awareness, attitudes and actions'. Information Management & Computer Security 19, (1) 53-73. Available at http://Http://web.a.ebscohost.com.ezproxy.brighton.ac.uk/ehost/detail?sid=c9a71ec3-5052-4a78-8d75-f117171b4fa0%40sessionmgr4002&vid=1&hid=4204&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=90159291 [Accessed 3 May 2014]