What to expect in 2014

Econsultancy’s Ashley Friedlein shares his perspective on the top 10 trends in Digital Marketing and eCommerce, based on his many conversations with industry influencers and practitioners:

1. Multichannel

Some people call this ‘omnichannel’ or ‘integrated marketing’. Whatever you call it this is a ‘megatrend’ for me that will last for years to come but will be big for 2014.

2. Real-time

In the same category as ‘always on’ and ‘agile’. Some of this is about technology (e.g. RTB or real-time analytics) but really it is about process and people. 2014 will see more focus on marketing teams trying to work in ways that are more ‘real-time’.

3. Responsive

2014 will see big efforts to make all digital experiences responsive so they adapt to the screen and context of use. Most obviously this applies to optimizing the mobile experience in its many forms.

4. Personalisation

Another megatrend that I think will be big in 2014, but will continue for years yet. 2014’s efforts will still largely be about personalizing digital experiences but increasingly it’ll be about personalized multichannel experiences (see my first trend).

5. Marketing Automation

This is part of the megatrend that is data-driven marketing and decision-making. It sits closely alongside CRO (Conversion Rate Optimisation) that will also be a major focus for companies in 2014.

6. “Internet of Everything”

This has been big news at CES in Las Vegas last week. Connected cars, smart health services, and of course the ‘conscious home’ that Google’s acquisition of Nest for $3.2bn, announced yesterday, has further propelled into the limelight.

7. Wearables

This is really a sub-set of the previous point but is worth highlighting. Google Glass was big last year.

8. Sensors

This too relates to the previous two points. Whether it is audio (e.g. Nuance), gesture (e.g. Myo), or structure sensors that can capture and transmit 3D images (for 3D printing among other things) the world of internet-connected sensors is exploding and will be exciting in 2014.

9. Geotargeting

Apple’s launch of iBeacons late last year have propelled localisation and geotargeted communications back into the limelight. 2014 is being heralded as the year of BLE (Bluetooth Low Energy) as the tech that will really help this catch on.

10. Payments

The payments space was exciting last year but will further accelerate this year with huge amounts of activity from both start-ups and the bigger players. Payments will seek to become ‘frictionless’. They will become more mobile, integrated with social, and even voice-enabled.

You can find the full article as well as the 40 page report in the Econsultancy blog.

Photo: New Years Reflections, by Danna,  in Flickr

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