Ten interviews with ten industry experts to predict the trends we will see in marketing for 2014. Great chats with content marketing experts and technophiles alike, who paint a picture of what the marketing landscape holds. Features with Anne Handley of Marketing Profs, Ginger Conlon of Direct Marketing News, author David Burstein, and many more experts. What technology will impact marketing? How can content shape your business? How will augmented reality and near field communications be game changers? All of these questions are answered in this series.

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10 Trends to Define Marketing
in 2014

2. 10 Trends to Define Marketing in
2014 – 10 Experts weigh in
As we approach 2014, SourceLink rolled out our
“Ten Trends to Define Marketing” series
again, with a twist. This year, we sat down with ten
industry experts and asked them what trends they
anticipate in 2014 and the years to come.
Contained are the ten trends and the experts we
interviewed, with a high-level description of the
conversation. Click the link in green to read the full
article
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3. Ginger Conlon, Editor-inChief, Direct Marketing News
The Virtuous Cycle of Customer Centricity
• Consumers will wield the power to dictate how they are
marketed to
• Marketers are tasked with creating content that is driven
by consumer preference
• Customer behaviors lead to sophisticated
micro-marketing campaigns
• Marketers must model content creation
on how content is being utilized.
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4. Judith Hemmel, Vice President,
Customer Intelligence, SourceLink
Moving From Creepy to Credible
• Extreme importance of mobile marketing
• Consumers now have the ultimate choice of whether to
engage with a brand
• “An environment of permission”
• Move from push to pull marketing
• Messaging must move from
“Creepy to Credible.”
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5. Skip Henk, President and
CEO, Xplor International
Sitting on the Sidelines or Taking the Leap of Faith
• Human behavior is the true game changer
• Tremendous value in how customers allocate their time to take in
new information
• Augmented Reality leads to a print revival
• Marketers will fall into two categories- those taking the technology
leap of faith and those sitting on the sidelines waiting for more proof
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6. Bryan Yeager, Financial Services and
Mobile payments Analysis, eMarketer
Social Media and Mobile Craft a Path to Purchase
• Mobile penetration reached a tipping point in 2013
• Past trends converge because of the smartphone’s ability
to enhance the customer experience
• Marketers using social media up until now have merely
been laying the groundwork for the
real opportunities for engagement
and conversion.
• Wearable technologies bring
flashy new avenues to truly
connect with customers
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7. Roehl Sanchez, VP and Chief Creative
Officer, BIMM Direct & Digital
Data Drives The Creative Process, and the Modular
Builder Emerges
• Data begins to drive creative
decisions
• Entering an age of real time
marketing
• Marketers must familiarize
themselves with microcampaigns
• Start thinking mobile first
• The creative professional must start to be a “modular builder,”
and embrace a shift toward strong creative rooted as much in
functionality as in design
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8. Rich Brown, VP and Chief Technology
Officer, SourceLink
SOLOMO and the Evolution of Location Based
Engagement
• Social plus location plus mobile (SOLOMO) will be a gamechanger
• Marketers truly perfect geofencing technologies and make
actionable use out of location data using offer-based engines
• Data use concerns and privacy legislation gain lots of attention
• Marketers start to effectively link return on investment between
offline transactions and social engagement
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9. John Foley, President/CMO
interlinkONE and CMO, GrowSocially
The Amazing Powers of Personalization
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BIG advancements in mobile technology
In-store personalization and other amazing interactions
Companies evolve into more social businesses in 2014
More marketing content distributed than ever before
Personalization sees a surge in the depth and
relevancy, paralleling advancements in marketing
automation
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10. Ann Handley, Chief Content Officer,
MarketingProfs
Organizing your Company Around Content and the
Emergence of Short-form Media
• Marketers allocate resources to dedicated content
marketing personnel
• Wider adoption and need to understand shortform content
• Social media engagement leads to emotional
connection and a better brand experience
• Print remains a crucial part of marketing
spend, and continues to claim significant portion
of marketing budget
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11. Cindy Randazzo, Vice
President, Strategy &
Insight, SourceLink
A World Where IT and Marketing make each other
Stronger and Multisource Attribution in an
Omnichannel world
• 2014 brings the realization that IT and Marketing cannot be siloed
• The “right and left brain” come together as marketing enhances
IT, and vice versa
• Big Data becomes relevant for all
industries, as it is mined for interests, and
used for multiple forms of variable
advertising
• Consumers start to ask the question “How is
it possible that you don’t know who I am?”
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12. David Burstein, Fast Company contributor
and author, “Fast Future: How Millennials
and Shaping our World”
The Marketer’s Role to the Millennial
• Companies must make consistent strides towards social responsibility
and innovation
• “Millennials” (those born from 1980 to the early 2000s) have become
the most messaged-to generation ever, and marketers embrace
emerging technologies and develop new means to stand out.
• Deep customization stands as central to the communications
experience between marketers and Millennials.
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13. For a more detailed breakdown of all of these
topics stop by
10 Trends to Define Marketing in 2014
info@sourcelink.com
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