{"id":1004,"date":"2014-07-07T10:24:26","date_gmt":"2014-07-07T04:54:26","guid":{"rendered":"http:\/\/www.nispaara.com\/blog\/?p=1004"},"modified":"2024-04-24T17:51:17","modified_gmt":"2024-04-24T12:21:17","slug":"2014-marketing-trends-you-probably-havent-heard","status":"publish","type":"post","link":"https:\/\/www.nispaara.com\/blog\/2014-marketing-trends-you-probably-havent-heard\/","title":{"rendered":"2014 Marketing Trends You Probably Haven’t Heard"},"content":{"rendered":"

It\u2019s that time of year.\u00a0\u00a0I\u2019m hopped up on eggnog and ready to go!\u00a0\u00a0Last year\u2019s\u201c10 Marketing Trends for 2013 You Haven\u2019t Heard\u201d<\/a>\u00a0was a popular one.\u00a0\u00a0Let\u2019s do it again.\u00a0\u00a0Hoping three or four of these are ones you won\u2019t have thought about or fully appreciated.<\/p>\n

1.\u00a0\u00a0Business Model Disruption Will Get Spikier:<\/strong>\u00a0All the changing technology and democratization of advantages typically held only by large companies generates some real doozy business model disruptions in 2014.\u00a0You might be thinking about that\u00a0viral video on Amazon drone delivery<\/a>, right?\u00a0\u00a0Nah.\u00a0\u00a0Too much regulatory non-sense for delivery drones to take off in 2014 (Hi-yooooh! Pun\u00a0intended!)<\/em>.<\/p>\n

Here\u2019s my bet: doggie biometrics.<\/p>\n

Imagine: dog collar with accelerometer and GPS.\u00a0\u00a0Chip implant with biometric sensor and gyroscope.\u00a0\u00a0BAM!\u00a0\u00a0You\u2019ve got yourself a dog spinning out a terabyte of data about barking, peeing, eating, peeing, moving, peeing and sniffing habits.\u00a0\u00a0And that enables pet owners to get: custom diet recommendations; pre-warning of pet illness; remote home intruder alert; and so much more!\u00a0\u00a0You heard it here first.<\/p>\n

2. Squeeze the Marketing Cost Balloon:<\/strong>Spiking costs from all that content, personalization, marketing technology spend and global campaigning is really cramping your style with the CFO.\u00a0\u00a0Quick: CMO vs. CFO, who wins?<\/p>\n

Sooooo\u2026many CMOs will be taking drastic measures to manage marketing costs in 2014.\u00a0Insource more agency activity\u2014yes, even the strategic kinds (many will even start there as they insource).\u00a0\u00a0Consolidate global agency relationships.\u00a0Check.\u00a0\u00a0Create smaller teams (euphemism alert = layoffs and restructuring).\u00a0\u00a0Absolutely.\u00a0\u00a0Makes you wonder if it really is all about the customer, doesn\u2019t it?\u00a0\u00a0CFOs are such downers.<\/p>\n

3. Head or Tail of Content Distribution\u2014Pick One!!!<\/strong>\u00a0\u00a0A funny thing happens when content is digitized and anyone can create it and distribute it.\u00a0Players in the middle get crushed.\u00a0\u00a0(Well, that\u2019s not actually funny.\u00a0\u00a0It\u2019s kinda sad.\u00a0\u00a0Circle of life.)\u00a0\u00a0We know this from the past 20 years watching what happened to books, music and movies.\u00a0\u00a02014 will be a year in which many marketers re-learn this lesson\u2014only for their own brands!\u00a0\u00a0Too many marketing shops will have pursued content marketing, trying to be in the head of the distribution\u2014and they\u2019ll spend a lot of money on it.\u00a0\u00a0But, because brands are competing with, well, everything else for attention, only a few will actually make it into the head of the distribution.\u00a0\u00a0If you want a good marker for what it takes to be there, see Red Bull.\u00a0\u00a0100+ full-time, dedicated content people.\u00a0\u00a0A wealthy Austrian billionaire with a long time horizon.\u00a0\u00a0Lack of quarterly earnings pressure.\u00a0\u00a0If that doesn\u2019t sound like you, you\u2019ll want to re-think your content efforts.\u00a0\u00a0(shameless plug: yes, we have case studies and a POV on\u00a0how to thrive in the content tail)<\/p>\n

4.\u00a0\u00a0Digital Immigrants Eye the Grand Canyon, Planning for the Leap:<\/strong>\u00a0Digital immigrants are marketing shops that didn\u2019t grow up digital.\u00a0\u00a0If you\u2019re in this group, chances are you\u2019ve done a pretty good job making digital (or its components) individual disciplines sitting beside traditional marketing disciplines.\u00a0\u00a0Now, you\u2019re looking ahead to a world where digital is flowing through everything.\u00a0\u00a0Sooooo, what\u2019s it gonna take to dismantle those digital silos and re-cast your marketing chassis for that new world?\u00a0\u00a0If you\u2019re smart, you\u2019ll start to get your ducks in a row on this in 2014.\u00a0\u00a0That\u2019s why we\u2019re taking a deep dive to study it on your behalf.\u00a0\u00a0Please let us interview you. (shameless plug to help us help you.\u00a0\u00a0Email\u00a0Corey Mull<\/a>\u00a0to participate)<\/p>\n

5. Somebody Will Create a Hype Game about Gamification:<\/strong>\u00a0Oh, the irony.\u00a0\u00a0You know how every quarter it feels like you read about some revolutionary way to use gamification to change behavior?\u00a0\u00a0Well, if you believe over a hundred marketing technology practitioners who are actually putting dollars behind marketing technology, gamification is all hype.\u00a0Vanishingly few marketing technologists see gamification in digital marketing as creating any kind of business value compared to alternate investments.\u00a0\u00a0To see which marketing technologies aren\u2019t hype, participate in CEB\u2019s\u00a0Digital Marketing Capability benchmarking\u00a0(and that completes the shameless plug trifecta).<\/p>\n

6. Smart Brands Will Formalize Change Pre-Viz Teams:<\/strong>\u00a0\u00a0\u201cHuh?\u201d you say.\u00a0\u00a0Pre-viz is short for \u201cpre-visualization\u201d.\u00a0\u00a0Think of this as creating immersive prototypes of what the new world will look like once a change happens (or a new product or service hits).\u00a0\u00a0We came across one company that has a dedicated team for this.\u00a0\u00a0The team includes a set of folks from around the company with eclectic skill sets, a hacker mentality, and an ability to literally create visualizations (think heavy on video and experiential) of what life looks like post-change.\u00a0\u00a0Those visualizations help sell ideas, rally support around change (employees, customers and partners), and help provide vision for where to go.\u00a0\u00a0Given all the change and all the moving pieces in Marketing (and commerce!) these days, you have to ask yourself why you don\u2019t at least have a pre-viz tiger team.\u00a0\u00a0Seriously.\u00a0\u00a0Have one.<\/p>\n

Read Wikipedia for more on\u00a0pre-visualization\u2019s origins<\/a>\u00a0(comes out of movie making).\u00a0\u00a0Good thought starters for who should be on that tiger team.<\/p>\n

7. Bot Traffic Becomes 135% of all Internet Traffic:<\/strong>\u00a0I jest (it\u2019s actually 62% now).\u00a0\u00a0But 2014 will continue to unveil just how much digital traffic isn\u2019t really\u00a0people\u00a0<\/em>traffic, per se.\u00a0\u00a0Picking up off my 2013 trend #2 (\u201cDigital Dog Will Discover That It In Fact Caught a Buffalo, Not a Car\u201d), this is all in keeping with more of the shine coming off digital.\u00a0\u00a0And just to be clear, I\u2019m not anti-digital.\u00a0\u00a0I\u2019m not in the paid employ of the \u201cKeep TV Analog Foundation\u201d or anything like that.\u00a0\u00a0I just want us all to evaluate digital\/social\/mobile with clear eyes.\u00a0\u00a0Doing my part to be a cosmic hype counterbalance.<\/p>\n

8. Some Brands Will Call a Tech Timeout:<\/strong>\u00a0 Others will wish they had.\u00a0We\u2019re catching wind of some large enterprise marketing teams calling a timeout on new marketing technology and platforms in 2014.\u00a0\u00a0These brands realize their people, process and structure are getting outstripped by the technology change.\u00a0\u00a0In short, they aren\u2019t getting all the way up to the productive part of the learning curves before they get sucked into new ones.\u00a0During their 2014 timeout, they plan to get their you-know-what together on all the technology changes from the last five years, before they introduce any new ones.<\/p>\n

9.\u00a0\u00a0\u00a0Some CIO-CMO Tandems Will Get Down to Brass Tacks:<\/strong>\u00a0Ok, we\u2019ve all read the glossies on CIO-CMO tandems who get along great.\u00a0\u00a0And they do.\u00a0\u00a0I believe them.\u00a0\u00a0It\u2019s down below, amongst the minions, where the friction happens.\u00a0\u00a0So, CIO-CMO tandems who want to get stuff done will do the following to help their minions in the day-to-day:<\/p>\n

a. Put capabilities ahead of technologies\u2014together, they\u2019ll think not about IT or Martech roadmaps, but about business capability roadmaps and what that means for technology.<\/p>\n

b. Create different technology \u201ctreatment\u201d lanes\u2014these will formalize where IT gets involved and where it doesn\u2019t, so as to speed marketing tech experimentation in areas where there\u2019s low risk.<\/p>\n

c. Identify \u201cshallow IT\u201d transition points\u2014they\u2019ll find the triggers for when IT becomes more involved to scale successful experiments.<\/p>\n

We\u2019ll blow these out in early 2014 by sharing highlights and case examples from a study by our pals in CEB\u2019s Technology practice.<\/p>\n

10. Google Reveals that Larry Page is Actually a Self-Aware, Driverless Car:<\/strong>\u00a0\u00a0I\u2019m going out on a limb on this one\u2026or am I?<\/p>\n

If you have a different idea of what Larry Page\u00a0really<\/em>\u00a0is, please share via comment below.<\/p>\n

Happy Holidays from all of us here at CEB.\u00a0\u00a0We\u2019re wishing you the best in 2014.<\/p>\n

Courtesy : \u00a0http:\/\/www.forbes.com\/sites\/patrickspenner\/2014\/01\/13\/2014-marketing-trends-you-probably-havent-heard\/<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s that time of year.\u00a0\u00a0I\u2019m hopped up on eggnog and ready to go!\u00a0\u00a0Last year\u2019s\u201c10 Marketing Trends for 2013 You Haven\u2019t Heard\u201d\u00a0was a popular one.\u00a0\u00a0Let\u2019s do it again.\u00a0\u00a0Hoping three or four of these are ones you won\u2019t have thought about or fully appreciated. 1.\u00a0\u00a0Business Model Disruption Will Get Spikier:\u00a0All the changing technology and democratization of advantages […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[],"tags":[218,219],"class_list":["post-1004","post","type-post","status-publish","format-standard","hentry","tag-2014-marketing-trends","tag-marketing-trends"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/posts\/1004","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/comments?post=1004"}],"version-history":[{"count":4,"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/posts\/1004\/revisions"}],"predecessor-version":[{"id":3484,"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/posts\/1004\/revisions\/3484"}],"wp:attachment":[{"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/media?parent=1004"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/categories?post=1004"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nispaara.com\/blog\/wp-json\/wp\/v2\/tags?post=1004"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}