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2014 Marketing Predictions from the Raidious Team

With 2013 in the rearview mirror, it’s time to look into the future and make predictions for the New Year!

Social media is sure to remain a powerful influence for marketers in 2014. What innovations will be used to reach target audiences during the coming year? What will be the hottest trends in 2014? Will the focus center on RTM, owned media, new forms of content … ? The possibilities are endless, so let’s get started in making those predictions:

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Ryan Smith – Chief Operating Officer

I think the emphasis on owned media among marketing teams will grow exponentially. The consumer has spoken. We want content. We want entertaining, educational, amazing content. Brands will invest in high-quality content, including video, interactive content, design, etc. I think it will be a great time to be a consumer.[/tippy]

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Ruby Kohler – Content Manager

I think the lines between owned, earned and paid media will continue to blur as content distribution becomes an essential element to marketers’ content strategies. In the constant struggle to get more content seen by more targeted audiences, marketers will need to be prepared to adapt and innovate on a daily basis.[/tippy]

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Kira Peavley – Director of Special Projects

2014 is the year of the user. (Isn’t it always?) UX will become a dominating factor on all platforms and content optimization will be paramount. Lastly, the user is going to start limiting time online – which means eliminating the amount of platforms they interact with.[/tippy]

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Topher Howden – Director of Strategy & Analytics

I think we’ll see more and more emphasis on what content is being delivered and less and less emphasis on where it’s being delivered to. Any strategy that isn’t omnichannel is unlikely to be as successful as one that publishes great content wherever it needs to go.[/tippy]

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Jenn Love – Content Manager

Short-form content will be the new trend in telling stories in 2014. Video snippets, images, etc. will be the way to share.[/tippy]

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Taulbee Jackson – CEO

I think we will see a lot of brands evolve to a more mature place from a content marketing perspective in 2014, with more focus specifically on audience development, rather than the nuts and bolts of how to produce content. Distribution will become a critical piece of the puzzle for brands once they have figured out how to source, produce and publish content on their owned media channels. There will be continued reallocation of budgets from offline and online advertising to paid content distribution models. We’ll see more sophisticated understanding of attribution from an analytics perspective, and brands will begin to formalize dedicated content teams, with many brands taking the same “newsroom” production methodology approach to solve that problem (just like Raidious).
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Natasha Richardson O’Neill – Senior Content Correspondent

I imagine that in the next year, brands will be working on more exclusive content – that content which is not widely visible to each and every consumer online, but is accessible only to certain brand advocates through such channels as Snapchat, Twitter DMs and Instagram Direct.[/tippy]

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Brian Wyrick – Chief Technology Officer

As social media channels continue to monetize to meet investor demand, more business-facing tools will emerge native to that platform, squeezing popular third-party management applications into a more native approach for scheduling and promoting content. Twitter and Facebook especially will continue to develop their own native applications and begin to compete with management applications directly. Additionally, brand’s’ audiences will continue to engage with the most compelling content, and the bar for quality and interactivity will continue to heighten.[/tippy]

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Dan Dark – Director of Content

Facebook will continue to try to monetize its audience to the detriment of brands looking for free advertising on the site (and Twitter probably won’t be too far behind). Brands on social will have to choose to buy ads or change strategy. This isn’t necessarily a bad thing, but there will be a learning curve for brands set on audience growth over other business objectives.[/tippy]

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Craig “Dodge” Lile – Director of Marketing

I believe we’ll start to see brands questioning their strategy on Facebook. Facebook is failing marketers in many ways. Companies have to look beyond the traditional strategy of “capture and communicate.” They should continue to build audience, but they need to find more ways to authentically communicate WITH (not just communicate TO) and then engage with that audience. Many brands will start getting a lot more focused, as they should, on their social ROI in 2014 as well.[/tippy]

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Kelly Simon – Senior Producer

We’ll see more companies leverage assets like video and podcasts for their ongoing content strategies. Brands will become smarter about how they communicate with their audience and ultimately smarter about how they spend their budgets. [/tippy]

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Kaitlin Coons – Producer

I think we will continue to see channels blur together in terms of presentation and distribution. Images will be critical to success, but 2014 will likely focus largely on video content and other media. [/tippy]

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Ashleigh Lay – Content Correspondent

To create brand awareness, we might see more companies placing emphasis on social media strategy and content development, which increasingly will come from in-house teams. The strategy and development we could see might be geared toward providing faster information to the people – perhaps in the form on Vines, Instagram Videos and GIFs – which might receive better engagement and audience growth.[/tippy]

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Lisa Manthei – Production Specialist

In 2014, I think videos and interactive graphics/pieces will become more of a focus in the content world. I also think that brands will start to take better advantage of other platforms to share information and content with their consumers – whether that be on Instagram or Snapchat or elsewhere, Facebook and Twitter won’t always be primary focus anymore.[/tippy]

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Blythe Bartel – Production Specialist

Engaging audiences in real time will become even more important in 2014 as more and more consumers demand a front-row seat. Twitter chats and live tweeting will be integral to providing consumers an inside look into their favorite brands. [/tippy]

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Jim Hyslop – President

The “GIF” vs. “JIF” pronunciation fight will turn bloody.[/tippy]

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Jamie Anderson – Account Executive

I think we will see more and more brands have a separate line item in their budgets for their owned media channels. Whereas before the number of brands with a separate budget for content marketing was the minority, I think we are beginning to see the shift where it will start becoming the majority.[/tippy]

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Andrew Gouty – Special Projects Manager

Brands will continue to grow in their sophistication and ability to “close the loop” on digital marketing, showing clearer and clearer ROI in relation to the full picture of their online efforts. Technology platform updates made available in 2013 will enable more marketers to have better intelligence of what’s working and what’s not.[/tippy]

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6 Responses

  1. As the new guy at Raidious (3 days down!), here’s my contribution:

    In 2014, several marketing myths will hopefully be shattered:
    Myth #1: “Content marketing” means writing a blog post and pushing it out to Facebook and Twitter. (Facebook is increasingly difficult terrain for businesses. Content includes podcasts, video, photos, infographics, articles, emails, apps, and anything at any customer touchpoint. It can be big. It can be small. It’s definition is broader than we usually think.)

    Myth #2: Content/social/digital marketing is free! (It costs to develop good content. Furthermore, effective content distribution will increasingly come with a price tag–whether via paid distribution networks, “sponsored” content or simply paying for good manpower.)

    Myth #3: Email is dead. (Year after year this is the one that just won’t die. Email will continue to evolve, but it’s nowhere near death.)

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