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5 Marketing Trends to Pursue in 2014

December 27, 2013 | in News, Web 2.0

These are some of the major trends that marketing executives should bear in mind for the coming year.

1. Social Influencer Marketing

Within any social network, certain figures stand out as more influential than others. They have lots of followers, and their fans pay attention to what they say. Identifying and connecting with these types of users has become more important than ever. The need to find and connect with influencers spurred the development of all sorts of websites aimed at helping users solve this problem.

2. Social Advertising

The world of social advertising really grew up this past year, and has become a valued asset by brands and consumers. Facebook and Twitter rolled out some very effective new platforms for advertising. Instagram recently announced a new advertising program, as did Pinterest. Even Snapchat has been getting a lot of press lately for its ability to leverage a connection between brands and consumers.

3. Local Search Marketing

It’s estimated that at least 50% of search queries have some local intent, meaning people routinely use their mobile phone or desktop to find a nearby business. Any business that’s trying to bring customers through its doors should focus on how to improve their local search marketing. The first step is to claim a Google+ Places page. Other services like Citysearch,, Localeze, Yext, and GetListed are also usefull. Another interesting aspect of local search marketing comes from new technologies that allow brands to connect with people by offering them a special promotion or message when they’re nearby, for example, Waze.

4. Content Marketing Strategy

This past year brought a deluge of bloggers declaring “content is king”. Yet, the value of content has never been higher. As individuals and brands look for recognition, content is the backbone that helps them rise above. By creating useful and usable content, brands can extend their reach to new heights. Your brand can no longer remain a static entity online; the content you create and share with others must flow steadily back and forth.

5. Personalization and Segmentation

The first priority for any brand should be to identify goals. Start by identifying your main priorities. Use tools like Google Analytics to understand user behavior on your website. They recently introduced some amazing demographic reports that allow you to measure the age, gender, and interests of your website visitors. For example, you might then create a Facebook ad campaign targeted only at users who fit certain profile. Email marketing is another area where you can make huge improvements by segmenting your audience to better understand their behavior.


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