2014 Trends to Online Marketing


A new report from EMARKETER, says that the US retail industry will spend $9.42 billion this year on paid digital media alone. By 2017, that number is expected to grow to $13.5 billion, representing a 10.5 percent compound annual growth rate.


1. Mobile Connected Devices Creating New Social

There is expected to be 24 BILLION CONNECTED DEVICES ACROSS THE WORLD by 2020 in every market and consumer category.  These devices represent an opportunity for marketers to better tie in their brand’s products and services with relevant moments a consumer is experiencing throughout their day with their devices. The relevancy to what actions or feelings a person is experiencing at a given moment using these devices can better inform the messaging a person receives from business, making it more aligned with their interests and therefore, more likely to incite action.

2. Content Marketing 

As the Internet began to emerge as a new marketing platform for the retail industry for the past 10 years, content marketing has evolved to be a key component in engaging new consumers to understand the branding of a product.  The reason for content marketing to be placed as a top priority for marketers for businesses is the Internet lacks the following capabilities:

-Allow consumers to inspect product/service

-Customer service on some online businesses are weak

-Product price is lower, but shipping and handling can be costly

-Need to create a social experience the consumer can relate to through visual stimulation

-Time is $! Content marketing must captivate the consumer to stay engaged and not click to the next business competitor.

According to a study by Eloqua and Kapost, content marketing produces THREE TIMES MORE LEADS than traditional marketing per dollar and has both soft and hard benefits further illustrating its effectiveness for your business. In an age of open dialogue between consumers and businesses, building public trust, engaging prospects and generating happy customers is how content can drive a measurable impact for the long-term. The same study further illustrates that CONTENT CONVERTS to long-term leads that cost 31% less than paid search for mid-sized companies and 41% less for large companies.

3. Sponsored Content will leverage brands to reach more consumers.

Sponsored content comes in many forms to fit the needs of many businesses with many different goals.  Google utilizes sponsored content to determine the company’s validity and how much consumers are engaging with the online business.  This is because Google often recognizes articles from editorial sources as more accurate sources of information than a company’s content is on a certain subject area, which is why those results are often found below a news source’s results.

4. Mobile apps will continue to engage consumers to market 

Mobile apps such as Instagram and WeChat have users sharing over 16 billions photos a day.  Mobile apps such as Instagram and Wechat are SIMPLE.  Simplicity of a mobile application has been a characteristic for mobile users to remain engaged.  In terms of marketing, mobile apps such as Instagram and Wechat are fairly new to the marketing platform.  Demographics can be easily marketed to and solicited, but the engagement for the consumer has the upper hand.

5. AuthorRank and Google Authorship.

Google Authorship will continue to have importance for businesses, as AuthorRank becomes a stronger part of the algorithm matching keyword searches to relevant quality content. Authorship allows any content creator to connect their published articles and other content online with their Google+ profile, which also will appear in the search engines listed with the result. The writer’s photo, name and Google+ profile URL are all present in the search result to help drive more credibility to the piece of content by highlighting its author and how you can continue to follow their work in the future.

AUTHORRANK is Google’s latest approach to ensuring that all search engine results are credible as possible, in this case, with help of what author wrote an article, eBook or something similar. Google will continue to take who the author is as an indicator of the content’s quality in the future, especially if this person continues to gain traction on social media from their own content.

6. Paid social advertising engages more users versus display ads

Even though majority of marketing has turned to an online platform, the old marketing adage of “Location, location, location!” still upholds its value.  Marketers continue to apply their spend online to where their audience is most active and where they can see the most return on investment, where location is key.   Facebook news feed ads have a 21 times higher click thru rate than standard web retargeting ads and an 49 times stronger click through rate as compared to Facebook’s right-hand side ads.  This is due to displaying content where there is limited business competition being displayed.

This prediction is based off a strong intuition that this data is a sign of what’s going to continue to work for businesses trying to reach their customers online for the future. Display advertising today places relevant ads from the websites you’ve recently visited across the web to gain your attention once again. Banner ads are often littered across your favorite websites not driving any actual value for your business, since they often get lost amongst the noise of many other ads appearing on the same web page.

Paid social advertising on Facebook place an ad in front of the platform’s audience in the news feed where users are actively looking to interact with friends and get updates about the things they care about.  Paid social advertising puts your business’s content directly in front of a targeted audience more likely to be interested in your ad, while this isn’t always the case when using display advertising across the web.


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