SlideShare ist ein Scribd-Unternehmen logo
1 von 12
Downloaden Sie, um offline zu lesen
10 Critical
Questions
to Ask Your Agency Partner in 2014
1

What do you think we should
do with our website?
It's back to digital marketing basics – your
website matters again.
After years of shifting resources away from
corporate sites and into social channel
development...
...companies are realizing that they can gain
great value from infusing their owned sites
with new sophistication, making it more
social, personalized and mobile.
2

How should I go about setting up an
Innovation Lab?
No longer just for the big technology
companies, Innovation Labs have become a
required foundation for marketers that merely
want to keep up with the crowd.
The digital marketing world is moving so fast.
Mission Control Centers are helping
marketers keep up.
Without dedicated resources to keep up with
new technology & platforms, customized
solutions for companies and brands, as well
as education inside the organization, you
can't keep up.
3

We built it. So why aren't
they coming?
If 2013 was the year of content marketing,
2014 will be the year of content distribution.
It is important that content be high quality
and based on insights related to the target
personas, but in the coming year we are going
to see more discussion on paid content and
native advertising, as well as branded
content partnerships.
The goal is ensuring the audience you are
trying to reach sees your great content versus
"hoping they will find it and watch it" position
of the past year.
4

Should I invest more in online video
production & distribution?
For some, this question may be obvious. For
others, it is still an important question that
requires a strategy.

50%

In Brazil, video consumption was marginal in
2008. And now it represents 50%.
Facebook is a digital marketing hub to many
brands. We will see more brands starting
to invest in some of the other platforms —
YouTube, Linkedin — where video and other
sophisticated content can play a major part.
Snackable video drives traffic through Vine
and Instagram.
5

Big data is a digital
trend again.
What are we going to do differently this year?
Data capture, analysis and reporting is a messy
business.
Country-specific data laws, data activists, and
ownership and privacy concerns add a layer of
new complexity to an already complicated
landscape.
Brands can rise above the fray with a data value
exchange, through crowd-sharing (WAZE) and
real-time reporting (Nike+, FitBit, etc.).
The data can be used to create dynamic reports
and new content through data visualization.
6

Amazon
has joined
Netflix as a
content
creator.

How are we programing for the
“second screen” (which is now the
new first screen)?

Social networks
have become
less about
connections
and more about
showcasing
individual
identities and
providing a
platform for
selfexpression and
personal
branding.

Twitter has
sought a role
beyond the
newsfeed
"bullhorn.”
Real-time
Twitter
integration
can enhance
TV coverage
and help drive
viewership.

Facebook has
become TV,
interrupting
our
programming
with unwanted
— but often
ignored — ads.

G+ has gained
mass but cannot
seem to drive
participation.
Niche networks
— SnapChat,
WhatsApp,
List.ly, Learnist
— disrupt
traditional
media
consumption.

Cord-cutting
has gained
momentum
as enabling
hardware like
ChromeCast,
Roku and
AppleTV
proliferate.
7

As consumers become more geeky and
streamlined in how they access
information, what do I need to do
differently to reach them?
Probably the best thing to do is to keep a great handle on your
consumer.
Understand not only how they access information, but how that
access is evolving and the speed with which it is changing.
What's trending up and what's down? Armed with this data,
you can develop the strategies you need to make continual
course corrections and maximize your digital marketing reach.
The new generation that you need to think about builds
experiences mobile first.
Along the way, it'll be helpful if you learn to speak “Geek.”
8

What digital marketing efforts
should I say no to in 2014?
As platforms continue to recalibrate, the larger
channels build or buy whatever is creating a
buzz, and target audiences diversify their time
and attention across many channels.
It will be increasingly important to make
selective and deliberate content, initiative,
program, and channel choices.
Taking a long-range view and developing
critical metrics with robust analytics will help
ensure that each YES decision is a success and
offer quantitative grounding for the NOs.
9

Why should I care about mobile
messengers gaining in popularity
in Asia?
Asian messengers are growing at an immense
pace, and Asian brands treat the
messengers - WeChat, Line, KakaoTalk like Facebook, engaging with the followers
and audiences for digital marketing.
The messengers have invested heavily in
entering India this year, and activated
Indian brands around their platforms. In
2014, they're heading to the U.S.
10

How well are we doing at omni channel retailing?
In 2013, Forrester noted that omni-channel marketing or retailing
— an integrated sales experience that melds the advantages of
physical stores with the information-rich experience of online
shopping* — was a “business need.”
In the omni-channel world, customers expect the business to know
they are following them on Twitter, Facebook and that they just
emailed customer service.
In this world, all platforms have an awareness of each other. The
customer is at an inflection point and expects the same level of
experience across all channels.

*Darren Hitchcock,
http://www.selligent.com/
en/blogs/tipspractices/the-rise-of-omnichannel-retail-definitionand-5-tips/

Omni-channel success can be powerful once the business endures
that painful organizational restructure, and provides a more consistent
message and content delivery to the customer, and more responsive
customer service that leads to more repeat business.
Note the emphasis on MORE.
Bonus
Question

Is it finally time to care about
3D printing?
Jeremiah Owyang — industry analyst and thought
leader who recently launched a new company,
"Crowd Companies," in December 2013 — has
pointed to 3D printing hubs in China that make this
technology accessible.
3D printing has cross-functional applications in a
modern company, from R&D to marketing and even
communications.
The specific applications of 3D printing to
marketing and communications may not be known
yet, but through innovation, new applications are
bound to become the cutting edge.

Weitere ähnliche Inhalte

Mehr von MSL

AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"MSL
 
SCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports BettingSCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports BettingMSL
 
[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big Shift[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big ShiftMSL
 
[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal Posts[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal PostsMSL
 
MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation MSL
 
MSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends ForecastMSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends ForecastMSL
 
The Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once AgainThe Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
 
SDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSLSDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
 
The Art and Science of Influence
The Art and Science of InfluenceThe Art and Science of Influence
The Art and Science of InfluenceMSL
 
PR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented InfluencePR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented InfluenceMSL
 
[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is Now[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is NowMSL
 
News in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media TrendsNews in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media TrendsMSL
 
Trump Administration
Trump AdministrationTrump Administration
Trump AdministrationMSL
 
Governing a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionGoverning a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionMSL
 
Mind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUPMind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUPMSL
 
A Guide to the Trump Administration
A Guide to the Trump Administration A Guide to the Trump Administration
A Guide to the Trump Administration MSL
 
Brand Culture in the Conversation Age
Brand Culture in the Conversation AgeBrand Culture in the Conversation Age
Brand Culture in the Conversation AgeMSL
 
Role of Millennials and their Impact on Reputation Management
Role of Millennials and their Impact on Reputation ManagementRole of Millennials and their Impact on Reputation Management
Role of Millennials and their Impact on Reputation ManagementMSL
 
Navigating a Changing Energy Landscape - ON Energy Report Sept 2016
Navigating a Changing Energy Landscape - ON Energy Report Sept 2016Navigating a Changing Energy Landscape - ON Energy Report Sept 2016
Navigating a Changing Energy Landscape - ON Energy Report Sept 2016MSL
 
Insights Brussels - Brexit and Beyond
Insights Brussels - Brexit and BeyondInsights Brussels - Brexit and Beyond
Insights Brussels - Brexit and BeyondMSL
 

Mehr von MSL (20)

AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"
 
SCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports BettingSCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports Betting
 
[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big Shift[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big Shift
 
[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal Posts[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal Posts
 
MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation
 
MSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends ForecastMSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends Forecast
 
The Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once AgainThe Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once Again
 
SDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSLSDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSL
 
The Art and Science of Influence
The Art and Science of InfluenceThe Art and Science of Influence
The Art and Science of Influence
 
PR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented InfluencePR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented Influence
 
[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is Now[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is Now
 
News in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media TrendsNews in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media Trends
 
Trump Administration
Trump AdministrationTrump Administration
Trump Administration
 
Governing a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionGoverning a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential Election
 
Mind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUPMind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUP
 
A Guide to the Trump Administration
A Guide to the Trump Administration A Guide to the Trump Administration
A Guide to the Trump Administration
 
Brand Culture in the Conversation Age
Brand Culture in the Conversation AgeBrand Culture in the Conversation Age
Brand Culture in the Conversation Age
 
Role of Millennials and their Impact on Reputation Management
Role of Millennials and their Impact on Reputation ManagementRole of Millennials and their Impact on Reputation Management
Role of Millennials and their Impact on Reputation Management
 
Navigating a Changing Energy Landscape - ON Energy Report Sept 2016
Navigating a Changing Energy Landscape - ON Energy Report Sept 2016Navigating a Changing Energy Landscape - ON Energy Report Sept 2016
Navigating a Changing Energy Landscape - ON Energy Report Sept 2016
 
Insights Brussels - Brexit and Beyond
Insights Brussels - Brexit and BeyondInsights Brussels - Brexit and Beyond
Insights Brussels - Brexit and Beyond
 

Kürzlich hochgeladen

Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 

Kürzlich hochgeladen (20)

Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 

10 Critical Digital Marketing Questions to Ask Your Agency Partner in 2014

  • 1. 10 Critical Questions to Ask Your Agency Partner in 2014
  • 2. 1 What do you think we should do with our website? It's back to digital marketing basics – your website matters again. After years of shifting resources away from corporate sites and into social channel development... ...companies are realizing that they can gain great value from infusing their owned sites with new sophistication, making it more social, personalized and mobile.
  • 3. 2 How should I go about setting up an Innovation Lab? No longer just for the big technology companies, Innovation Labs have become a required foundation for marketers that merely want to keep up with the crowd. The digital marketing world is moving so fast. Mission Control Centers are helping marketers keep up. Without dedicated resources to keep up with new technology & platforms, customized solutions for companies and brands, as well as education inside the organization, you can't keep up.
  • 4. 3 We built it. So why aren't they coming? If 2013 was the year of content marketing, 2014 will be the year of content distribution. It is important that content be high quality and based on insights related to the target personas, but in the coming year we are going to see more discussion on paid content and native advertising, as well as branded content partnerships. The goal is ensuring the audience you are trying to reach sees your great content versus "hoping they will find it and watch it" position of the past year.
  • 5. 4 Should I invest more in online video production & distribution? For some, this question may be obvious. For others, it is still an important question that requires a strategy. 50% In Brazil, video consumption was marginal in 2008. And now it represents 50%. Facebook is a digital marketing hub to many brands. We will see more brands starting to invest in some of the other platforms — YouTube, Linkedin — where video and other sophisticated content can play a major part. Snackable video drives traffic through Vine and Instagram.
  • 6. 5 Big data is a digital trend again. What are we going to do differently this year? Data capture, analysis and reporting is a messy business. Country-specific data laws, data activists, and ownership and privacy concerns add a layer of new complexity to an already complicated landscape. Brands can rise above the fray with a data value exchange, through crowd-sharing (WAZE) and real-time reporting (Nike+, FitBit, etc.). The data can be used to create dynamic reports and new content through data visualization.
  • 7. 6 Amazon has joined Netflix as a content creator. How are we programing for the “second screen” (which is now the new first screen)? Social networks have become less about connections and more about showcasing individual identities and providing a platform for selfexpression and personal branding. Twitter has sought a role beyond the newsfeed "bullhorn.” Real-time Twitter integration can enhance TV coverage and help drive viewership. Facebook has become TV, interrupting our programming with unwanted — but often ignored — ads. G+ has gained mass but cannot seem to drive participation. Niche networks — SnapChat, WhatsApp, List.ly, Learnist — disrupt traditional media consumption. Cord-cutting has gained momentum as enabling hardware like ChromeCast, Roku and AppleTV proliferate.
  • 8. 7 As consumers become more geeky and streamlined in how they access information, what do I need to do differently to reach them? Probably the best thing to do is to keep a great handle on your consumer. Understand not only how they access information, but how that access is evolving and the speed with which it is changing. What's trending up and what's down? Armed with this data, you can develop the strategies you need to make continual course corrections and maximize your digital marketing reach. The new generation that you need to think about builds experiences mobile first. Along the way, it'll be helpful if you learn to speak “Geek.”
  • 9. 8 What digital marketing efforts should I say no to in 2014? As platforms continue to recalibrate, the larger channels build or buy whatever is creating a buzz, and target audiences diversify their time and attention across many channels. It will be increasingly important to make selective and deliberate content, initiative, program, and channel choices. Taking a long-range view and developing critical metrics with robust analytics will help ensure that each YES decision is a success and offer quantitative grounding for the NOs.
  • 10. 9 Why should I care about mobile messengers gaining in popularity in Asia? Asian messengers are growing at an immense pace, and Asian brands treat the messengers - WeChat, Line, KakaoTalk like Facebook, engaging with the followers and audiences for digital marketing. The messengers have invested heavily in entering India this year, and activated Indian brands around their platforms. In 2014, they're heading to the U.S.
  • 11. 10 How well are we doing at omni channel retailing? In 2013, Forrester noted that omni-channel marketing or retailing — an integrated sales experience that melds the advantages of physical stores with the information-rich experience of online shopping* — was a “business need.” In the omni-channel world, customers expect the business to know they are following them on Twitter, Facebook and that they just emailed customer service. In this world, all platforms have an awareness of each other. The customer is at an inflection point and expects the same level of experience across all channels. *Darren Hitchcock, http://www.selligent.com/ en/blogs/tipspractices/the-rise-of-omnichannel-retail-definitionand-5-tips/ Omni-channel success can be powerful once the business endures that painful organizational restructure, and provides a more consistent message and content delivery to the customer, and more responsive customer service that leads to more repeat business. Note the emphasis on MORE.
  • 12. Bonus Question Is it finally time to care about 3D printing? Jeremiah Owyang — industry analyst and thought leader who recently launched a new company, "Crowd Companies," in December 2013 — has pointed to 3D printing hubs in China that make this technology accessible. 3D printing has cross-functional applications in a modern company, from R&D to marketing and even communications. The specific applications of 3D printing to marketing and communications may not be known yet, but through innovation, new applications are bound to become the cutting edge.