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2014 Marketing Outlook

This eWorkshop will discuss Demand Metric's 2014 Marketing Outlook; our best research, marketing moments and industry influencers from 2013 and our predictions, new ideas and emerging vendors & products we see for 2014.

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

WPP boss Sir Martin Sorrell's favourite question to clients is apparently 'what keeps you awake at night' and the answer from a wide diverse range of businesses is 'Amazon'. 

Sir Martin Sorrell's observation from this is that all businesses need to be concerned about the growth of Amazon, not just retailers.

To read the article from Marketing Magazine please click here http://www.brandrepublic.com/news/1216583/

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

Marketing Magazine features an article from Julia Hutchison, head of content marketing at Group FMG.   Julia’s article focuses initially on a survey by content marketing agency Seven claiming that 80% of senior marketers view owned media as either effective or very effective at delivering return on investment for their brands.  Julia then offers her ‘10 commandments of content marketing’. 

How do these 10 commandments compare with your own choice?

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

Registration for our premiere virtual summit: "Sales Enablement for Success" is officially open and we couldn't be more excited! 

Lauren Follett's picture
Rockstar
Lauren Follett
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I read an interesting Software Advice article written by Dayna Rothman, Content Marketing Manager at Marketo that examined the planning & execution of Marketo’s virtual event “Good to Great—A Marketing Virtual Event” that took place in November 2012.

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

Traditional forms of online advertising such as Pay Per Click campaigns, social ads, content marketing and sponsored blog posts are beginning to be less effective.

So what’s the alternative? Native advertising:

“By matching advertorial to content, the hope is the increased relevance to the viewer results in the desired action for that ad. For example, let’s say you’re a fan of Ford vehicles. You visit a site like Jalopnik and, while reading about the new Ford F-150, you see an accompanying ad for tonneau covers, or tire pressure monitoring hardware.

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

Bloomberg reports how Ryan Air is continuing to ‘adjust practices that had become synonymous with the airline’s notoriously abrasive style’.  Today CEO Michael O’Leary will field questions for a second time on Twitter.  More than 1,500 questions were submitted during O’Leary’s first exchange with customers.

Ryan Air will slash luggage fees and allow a second carry-on bag, offer its mobile app for free and make its web site more user-friendly.

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

Bloomberg reports that Linkedin, the professional-networking site with more than 238 million members, expects half its users to access the service from mobile devices next year, up from 38 percent today.

The article mentions how in the light of this research, LinkedIn is updating the design of its applications as well as adding a feature that integrates with Apple’s mobile email programme.

A key insight is that members who use LinkedIn’s mobile site and apps are more than twice as active as those who only visit from personal computers.

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

I thought that the community may find this news from the UK interesting which looks at how Asda (which does not have a loyalty scheme) is competing against its supermarket rivals which do have established loyalty schemes. Asda are focusing on a number of methods including a mobile app, retargeting, SMS and Wi-Fi.

The full article from Brand Republic can be seen by following the link. http://www.brandrepublic.com/news/1217781/asda-admits-not-finding-easy-drive-loyalty/

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

As of today Google Reader is no more. It may be kind of sad for those of you that used it as your go-to resource for reading & organizing your favorite blogs. I know change can be scary, but here are the top 5 alternatives to Google Reader:

FeedlyFeedly takes what's great about Google reader and adds to the experience with different layouts and cool little features. Plus, importing your Google Reader data is simple.

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

HubSpot has introduced a new, free tool called Signals, which sends you real-time notifications when someone opens your emails.

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

These paid posts enable any company or organization to promote their updates to a much larger audience than just their list of connections. The new Sponsored Updates will be targeted toward different segments of LinkedIn’s audience based on analysis of the company’s profile data.

Why are sponsored updates better?

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

The NEW Conversation Prism version 4.0 is an evolving infographic that captures the state of social media.

It’s organized by how important social networks are used by professionals and everyday consumers.

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

By removing "SEO" from their name they hope to broaden their horizons, and help people do "better marketing." They're expanding to include things like: content marketing , social media, community building, brand tracking, and other inbound channels. While SEO still remains a key part of their product, it’s clear that they're no longer just an SEO software company.

What effect do you think this will have on their brand?

Article references:

John Follett's picture
Expert
John Follett
Expert

In the spirit of the season, WestJet vice-president of communications Richard Bartrem has agreed to donate flights to the Ronald McDonald Charities following this awesome display of corporate giving & generosity. 

Check out the video below explaining the “Christmas miracle” stunt from Westjet. 

 

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

According to a report in the Wall Street Journal, Apple has acquired social media analytic company Topsy Labs Inc. for $200 million. Topsy obtains data from Twitter, and uses it to track & analyze consumer behaviour, and measure the popularity of particular items & topics. 

What do you think of this recent acquisition? Is this move by Apple a way to stay on top of what consumers want? Is it a response to Apple's recent drop in share price?

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert
Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

The Financial Times reports that anyone in the US shopping from product showcases that appear at the top of Google’s search results are likely to be paying an average premium of 34% compared to if they had ‘delved deeper’ into the search engine.

http://www.ft.com/cms/s/0/8c1f2e90-5501-11e3-86bc-00144feabdc0.html#axzz2leKw3tGO

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

Yahoo acquires email and contact management startup Xobni.

Xobni (“inbox” spelled backwards), is a San Francisco-based company that specializes in making software applications & services, including products for Microsoft Outlook and mobile devices. Its services can offer “a full view of each contact, complete with their photo, job title, company details, and email history -- as well as updates from Facebook and Twitter.

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

A Forrester report produced from a study of 395 marketers in The US, Canada and the UK accuses Facebook of failing marketers by following a traditional ad selling model which it once disparaged, rather than supporting social marketing.  Facebook have slammed the report, labelling it as 'irresponsible'.

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

Instead of ranking for keywords, your goal is to build authority around a page and a site, and drive traffic to it so that Google can deliver curated, validated, and verified pages.

It’s about building brand authority, but how do you do that?

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar

Bizo recently partnered with Eloqua to launch an automation platform designed to help B2B marketers manage integrated multichannel campaigns that include display and social ads. This new platform also allows marketers to nurture prospects who have not yet provided an email address.

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

Both the blog site EConsultancy and the ‘ahead of the curve’ BBC technology programme ‘Click’ have in September featured the mobile marketing technology NFC, (Near Field Technology).

As Clair O’Neill from Econsultancy explains in her blog, ‘NFC is a wireless technology that enables mobile devices to be placed against an NFC terminal in order to access information. It works in a very similar way to ‘contactless’ payments on credit and debit cards: one tap of the card onto the terminal and the payment is complete....

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

Marketing Magazine reports that only 8% of senior UK marketers have full confidence in their own digital marketing skills, according to research commissioned by Adobe.

Research also found just 9% had full confidence in the digital marketing skills of their teams, while 52% of marketers do not test their campaigns or content and instead rely on "instinct".

Bijan Bedroud, managing director for Northern Europe at Adobe, said: "I believe that at the moment many marketers don’t quite know what is working.

Adrian Hargreaves's picture
Expert
Adrian Hargreaves
Expert

Marketing Magazine reports that 'brands account for 40 per cent of the 1,000 most-shared Instagram videos, according to data compiled by marketing technology company Unruly'.

The report continues, 'Smart marketers are no longer measuring success based on a YouTube view count and advertisers understand that it’s people first, platform second."

Full article:

http://www.brandrepublic.com/news/1217706/brands-fuel-explosive-growth-i...

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