Ebben Zall Group’s 2014 Marketing Predictions

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crystal ball2013 was a year with changes that rocked the world of marketing (figuratively and literally, thank you Miley Cyrus and Buzzfeed). From Google’s hummingbird algorithm to Instagram offering advertisements to Twitter going public, media shifted and evolved at an accelerated rate.

At EZG we try to stay nimble and ahead of the curve when it comes to trends and industry milestones, and over the past month or so we’ve focused on setting goals for ourselves and our clients.

Out of that effort, the team raised a few marketing predictions for 2014.  We know 2013 took marketers on a wild ride, and we can’t wait to see what’s in store for the year ahead!

EZG’s 2014 Marketing Predictions:

  • The value of content will become increasingly clear – and the role of paid media increasingly blurry.  On the social media front, Facebook, Twitter, LinkedIn and others will continue to move towards showcasing certain content and sharing user information in an effort to monetize.  Meanwhile, industry news and opinion websites will try to differentiate and draw traffic by competing for viewpoints from thought leaders who have significant networks through which they can share.
  • Ad spend will increase significantly across the world in 2014 from this past year due to public events set up to receive global attention. With the Winter Olympics in Russia, the World Cup in Brazil, and the mid-term elections in the U.S., there are multiple platforms with extremely high viewership that are great opportunities for advertisers to brand their clients’ brands.
  • Short videos will continue to grow in popularity. Whether they are used to show a clients’ expertise, for pitching purposes, or for fun mash-ups that display a firm’s personal side, videos will be included in more campaigns in 2014.
  • Advertisements and social media posts that gain popularity will become more image focused. It’s important that ads are visually digested and that text is kept to a minimum.
  • Interactive advertisements will gain popularity in 2014, and they will need to be more creative than ever. Whether it’s a crawler across your screen or a game that must be played before it will disappear, ads will increasingly become interactive and engaging across multiple platforms.
  • Content strategy is king: With the amount of content floating around the internet and on social media platforms, marketers must (as always) be strategic with their publishing initiatives.  Content publishers, content context and content timeliness will be absolutely vital for the success of brands in 2014 — more so than ever before.
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