Expert Insights To Help You Plan Your Digital Marketing In 2014

Submitted By eleonoreroux
Words: 5901
Pages: 24
Open Document
\ guide
\ guide

A Guide to Marketing in 2014

A Guide to Marketing in 2014
Expert Insights to Help You Plan Your Digital Marketing Mix

GET VOCUS. VOCUS GETS BUSINESS.
GET STARTED NOW AT VOCUS.COM

A Guide to Marketing in 2014

A Guide to Marketing in 2014
Expert Insights to Help You Plan Your Digital Marketing Mix
“Digital Marketing is Dead,” claimed Proctor and Gamble’s Global Brand-Building Officer Marc Pritchard this September.1
What he meant is that now is the time to work digital tools, technology and trends right into our marketing plans, instead of keeping them separate.
“Try and resist thinking about digital in terms of the tools, the platforms, the QR Codes and all of the technology coming next,” Pritchard writes. “We try and see it for what it is, which is a tool for engaging people with fresh, creative campaigns.”
This may be straightforward for a brand with the resources of P&G to declare, but for the rest of us, digital marketing is filled with choices: an array of well-hyped tools, techniques, social networks and smart glasses that may or may not deliver the return we need.
Q4 is typically budget season. You have to plan now to get the funds you need to outmanoeuver the competition. The pressure is on to make the right choices. You don’t want to have to go back to the boss, complaining you missed the next Pinterest because you weren’t up to speed. So which horses should you pick?
In 2014, we see search, social, PR, data and mobile become linked, connected and customer-centric. We’ll be able to automate certain tasks, but we’ll still need to create human connections that make our brands stand out to our customers. Here are some trends that we see:
Search providers are looking for diversity of content, in addition to the ideas of relevancy.
Email is evolving in conjunction with marketing automation and big data.
Data: we’ll have access to more of it (“big” or otherwise) than ever – is your organisation set up to take advantage with processes, products, services or offers?
Real-time marketing will come of age, and you don’t have to be Oreo, with a Superbowl “war room” of creative folks, to jump on it.
Marketing automation will allow email triggers, social media replies and sales interest follow-ups to happen with limited human intervention.
Customer experience: Can you balance automation with the effort to treat each customer as an individual who may turn any interaction with your brand into online news?
Experts and leading brands are already making these opportunities happen as we write. For this guide, we joined forces with several of them to help us explore 2014’s marketing landscape so that you can budget, plan and succeed.

1 http://www.thedrum.com/news/2013/09/18/dmexco-digital-marketing-dead-proclaims-procter-gambles-global-brand-building

A Guide to Marketing in 2014

Before Starting…

“What’s the closest place near my home to buy the iPhone
5?”2 Search is trying to understand the meaning of words,

As we explore 2014’s new and growing technologies, remember that part of

rather than returning a result that has “iPhone”, “buy” and
“home”.

the way to convince management to experiment is to have a plan to mea-

The company has also made all search secure. Keywords

sure effectiveness.

will no longer be as easy to analyse related to your site. The outcome of the change is unclear at this time.

What Key Performance Indicators
(KPIs) will be affected if you start

Trend: Search Diversifies

a content marketing effort, or test out real-time messaging around a

“There are three factors for search: diversity, freshness

culture or sports event? How will you

and relevance,” says Christopher S. Penn, vice president

know if brand awareness, consideration,

of marketing technologies at Shift Communications.

inquiries or sales improved because you tried one of the tactics included in our analysis below?

“Most of what
Show More

Related Documents: Expert Insights To Help You Plan Your Digital Marketing In 2014

RetentionScience LifecycleMarketingGuid Essay

? 10%F OF The Scientific Guide to: Lifecycle Marketing Who is this guide for? B2C Marketing, Communications and Retention professionals focused on engaging customers throughout their lifecycle, increasing customer spending and building brand advocates. Introduction Existing customers are crucial to growing your business. Not only do they spend more, they are worth 7 times more than newly acquired customers. The big question is, how do you gain these high-value customers and keep them engaged…

Words 2943 - Pages 12

CH 24 Essay example

Study Guide to accompany Canadian Business and the Law, 5th edition Chapter 24 CHAPTER 24 SALES AND MARKETING: PRICE, DISTRIBUTION, AND RISK MANAGEMENT Objectives After studying this chapter, you should have an understanding of • the legal obligations associated with the price component of marketing • the legal obligations associated with the distribution (place) component of marketing • the role of ethics, risk management, and corporate compliance in marketing Learning Outcomes • • • • Understand…

Words 3891 - Pages 16

Essay about TreeHouse Interactive Sees Exponential Growth In 2014 As Demand Continues To Accelerate

Sees Exponential Growth in 2014 as Demand Continues to Accelerate for Its Reseller View? Partner Relationship Management (PRM) Solution Company Surpasses All-Time 2013 Highs by Growing Total Annual Revenue by 49%, Realizing a 98% Annual Revenue Increase for Its Industry-Leading Reseller View PRM Platform SALT LAKE CITY, Utah, January 27, 2015 /PressReleasePing/ - TreeHouse Interactive™, the technology leader in SaaS-based partner relationship management (PRM) and marketing automation platform (MAP)…

Words 1202 - Pages 5

Functional Areas of Business Essay

Functional Areas of Business Angela B. Ball MGT/521 February 25, 2014 Dr. Nancy Atkins Functional Areas of Business A business consists of four areas of functionality – marketing, production, finance, and personnel. Marketing is the method used to move a product or service from its idea to customer consumption. Production is the process of creating a good or service. Finance is the manner in which a company handles and uses money. Personnel are the people employed by a business or organization…

Words 1041 - Pages 5

McBride Marketing Paper

Marketing Plan for McBride Financial Robert Marler BSA/310 November 9, 2014 Joseph Rezendes Marketing Plan for McBride Financial The market, and what it can do for your company. A great marketing plan can go a long way for your company and making your more competitive with the competition. Think of reaching across the barriers of distance and time to bring in new clients extending your business needs across the globe while still staying in one location. So along came the Internet and globalizations…

Words 946 - Pages 4

HartleyC M2 A2 Essay

MARKETING RESEARCH AND TARGET MARKETING (Module 2) Name: Christina Hartley College: Argosy University Course: Principles of Marketing | MKT230 A01 Professor: Toi Walker Date: September 03, 2014 Executive Summary This marketing plan has been designed after a keen analysis of the market and examinations of the marketing research so as to develop products, which satisfy the market needs. The mission of the company is inspiring others through the brands offered. Secondly, the company has an objective…

Words 1791 - Pages 8

Essay about Main Examples150714

citing, harvard, reference, reference list, references, referencing, style guide Last Updated: Jul 14, 2014 URL: http://guides.library.vu.edu.au/Harvard Introduction to Harvard Referencing Harvard - Online Video Guides Main Examples Reference Formats Print Guide All Examples RSS Updates Email Alerts Sample In-Text References Sample Reference List Help & Feedback Search: Print Page ThisGuide Guide This Search In-Text & Reference List Examples Books & eBooks Material Type…

Words 1056 - Pages 5

Essay on Overview Of The Cycling Market

boom, it is estimated that the market will be worth £800million by 2016. Manufacturers report that recent trend includes having a custom made bike and steel which was once used in the 90s is making a comeback into the market for racing bikes [Murray, 2014] Factors affecting the cycling industry There are two key factors affecting cycling environmental factors and demographics. Environmental factors that affect the demand for cycling include, availability of cycle lanes, infrastructure and weather conditions…

Words 1161 - Pages 5

WestJet Product Marketing copy Essay

Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L., & Gaudet, D. (2013). Marketing: An Introduction (5th Canadian Edition ed.). Upper Saddle Ruver, New Jersey, USA: Pearson Education Inc. CAPA. (2010, October 6). Air Canada preparing for USD1bn in aircraft in 2013. Retrieved October 14, 2014 from CAPA Centre for Aviation: http://centreforaviation.com/analysis/air-canada-preparing-for-usd1-billion-in-aircraft-in-2013-36209 CAPA. (2014, October 14). Canadian airlines remain bullish that their domestic…

Words 330 - Pages 2

Religious Belief Analysis

attitude and behaviour due to the nature of human being where their attitudes and behaviour is based on their belief or religion because the religion dictates customer alternative choice on food or other product. Based on Farah Raihana and Kauthar (2014), different people with different ethnicity and religion have different way of life and belief therefore most…

Words 1021 - Pages 5