2014 Marketing Predictions What does 2014 hold for the digital marketing world? As another year comes to a close, the Anvil Media team got out its crystal ball and looked into the future to make our annual marketing predictions. It is a practice we’ve done for nine years now and one we’ve definitely come adept at. You can check out how our 2013 predictions fared in this recap. Integrated Marketing CMOs Will Increase Spending in Digital Marketing - As consumers continue to turn to smartphones and tablets to interact with brands, marketers need to engage them directly. With Black Friday retail sales flat, but Cyber Monday sales up 30% in 2013, CMOs will need to increase focus on engaging the mobile consumer to get their attention and their dollars. Cross-Channel Marketing Key to Exceeding Marketing Goals - No, this is not a new concept. Actually, it is quite old. As the volume of marketing channels continues to grow exponentially, cross-channel marketing strategies will become integral to business’ success. Utilizing the insights from search, social, and integrated marketing will allow companies to develop cross-channel content creation strategies. Search Engine Marketing All Searches Will Become Semantic - The definition of “semantic search” will expand to cover nearly all search, in keeping with Google’s ambition to transform from a simple keyword-string-matcher to a machine that can provide meaningful answers to real human questions. Accordingly, the percentage of search results pages that satisfy the user without requiring click-through will skyrocket. Site owners will scramble to learn Schema markup and make prolific use of the Data Highlighter in order to attract whatever potential outbound clicks remain to be had, but it might be too late; Google itself is going to become the final destination for more searches than ever. Hummingbird will turn out to have been just the beginning. Search Results Pages Undergo Transformation - Say goodbye to the days of standard search results with ten blue links. From local carousel results to the introduction of the knowledge graph, in-depth articles and authorship, the SERPs have undergone significant transformation in the past year or two. There are now countless SERP combinations and possibilities. Expect this trend to continue as Google evolves and add features in the name of creating a better search experience. How long until no two SERPs look alike? Brands must constantly stake claim on as much real estate in SERPs as possible for their most important branded and targeted keywords. Also, expect product listings and local advertising to increase Google’s ad real estate in SERPs. PPC Quality Score Will Include Mobile Site Capabilities - Mobile advertising became the big thing this year with AdWords launch of enhanced campaigns. Due to the increasing use of mobile devices in search, mobile ready landing pages will play a key role in Quality Scores. Cross-device tracking and new mobile conversion opportunities will also be key to mobile advertising growth.
Posted on: Mon, 24 Nov 2014 08:42:14 +0000
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