With the recent enhancements in technology here are a few things that are going to change the way that we do business.

Need for insight-driven data

First, there will be a strong push for analytical tools that will provide more interest-driven data on the online consumers.  Marketers want to know where they shop online, what organizations they are a member of, what they like to do in their spare time and what music do they listen to from sites like Sound Cloud, Spotify or Pandora. Businesses will want this information to be served quickly, so they can develop real-time-content that is targeted and customized to the consumer.

Integrated communications is a must

2014 will be the year that businesses are going to change their perception of social media and go from a “nice to have” to a “need to have”. It will become a natural part of the integrated communications wheelhouse and you’ll see more investment being spent in this channel.  Ensuring a consistent brand message across marketing channels will be key for businesses during the planning and development process.

Rise of user-generated content

Breaking through the news feeds (without advertising) is going to get increasingly more difficult.  So businesses are going to counteract this by asking for more user-generated content to help amplify the conversations on their owned social platforms.  With the voice of fans being heard at newfound levels, a revolution of new advocates and influencers will emerge.

Content: one of many

Lastly, businesses also will make the most out of their multimedia content.  No longer will content be seen as one and done, businesses will take a piece of content and make it into one of many.  The content will be divided into various formats for maximum use and you’ll see more companies racing to develop micro-content to upload on sites like Instagram and Vine to engage with their target audiences.

Those are just a few of my predictions for 2014. What do you see as the next hot trends for marcom in 2014?





Helena Dobbins is the Social/Digital Manager for Airfoil, an integrated marketing communications firm, with offices in Silicon Valley, Detroit, London and Hong Kong. Follow Helena on Twitter: @ChasingSecrets