Insight March 20, 2014

6 Trend Insights from Our Seasoned Marketing Pros


One of our favorite things about marketing is constant change: no two days are alike in the inferno offices. It’s a matter of occupational survival to stay on top of what grabs customers’ attention – the how and the why. So, we love finding articles like this one.

Of course, nobody really knows whether “retargeting” will rule or if content will be king, but here are our thoughts on which of these will hit the mark and which will fall flat.

  1. Content marketing will reign supreme. Demonstrate your brand promise through content, rather than shouting it through paid media channels. This will create deeper brand relationships. Don’t get us wrong – there is always a place for paid media, but the strategy must complement your content.
  2. The mobile ship has sailed. Don’t panic. It is vital for your brand to have a mobile-optimized website, and mobile-friendly content is absolutely necessary. While it doesn’t need to be as robust as the desktop version, it must be updated regularly. But if you’re just starting to utilize mobile, you’re late to the party; most companies realized, and acted upon, this trend a couple of years ago.
  3. Less is more. The article referenced above hit the nail on the head. Humans can – and do – produce more content than ever before. For this reason, a counter-culture move is essential. If you can create advertising that is both simpler and more meaningful to the customer, then you’re onto something.
  4. Don’t put all your social media eggs in one basket. Channels like Twitter, Pinterest and Instagram have been huge assets for marketers. However, it’s worth noting that these have been popular for a while, meaning we may be on the cusp of newer, trendier channels. And while we’re on the subject of social media…
  5. Decentralized social media means more complex strategies. Marketers must move to media where the demographics match their strategy. Have a concept that offers a revolutionary approach through Instagram or Pinterest? If your audience isn’t plugged into that channel, it’s worthless.
  6. If you shoot it, they will come. People love video content – just look at the success of YouTube. According to its statistics site, more than 1 billion unique users visit YouTube and over 6 billion hours of video are watched each month. Video has proven time and time again to increase engagement numbers, and studies have shown video as a primary decision channel, even for B2B purposes.