With the New Year quickly approaching, The Pita Group team is thinking about what’s next in the world of marketing and communications.
I asked our team for their predictions for the upcoming year. The two major themes? Content marketing and video, video, video! Here’s what they said:
“My prediction is based on the reality that everyone has a mobile device. We as marketers need to focus on real-time data so we can better personalize the user experience and proximity of the user to meet business and marketing goals. We can no longer think of mobile as a secondary thought but as a primary one for digital marketing.” – Paul Pita, Managing Partner & Executive Creative Director
“Companies that want to position themselves for growth will need to have at least one person dedicated to developing and managing content for all communications channels. Cleverly now referred to as content marketers, these writers will need to be able to modify copy into bite-sized bits (Twitter), larger nuggets (Facebook and LinkedIn) and comprehensive chunks (blogs, websites and emails) that will showcase a company’s expertise, knowledge and savvy in a particular category. This role can no longer be an oversight; it will become a must have in 2014!” – Kim Pita, Partner
“Dads will continue becoming a marketing force. As more dads stay home and/or share childcare with their wives, they are increasingly becoming household decision makers, a role once dominated by moms. And brands are starting to notice. Recent great examples are the Tide commercials, featuring dads talking about washing clothes. Brands traditionally targeting moms will need to reevaluate their audiences this year.”
“In addition, video communication will continue to become a new norm. Apps like Vine and Instagram have made it possible for us to share our stories and experiences via brief, immediate videos, and people love it. Every second, five tweets contain a Vine link, and Instagram videos are creating two times more engagement than Instagram photos. Brands are seeing more success with videos in the form of increased time on their websites and higher click-through and purchase rates. In 2014, marketers will need to rethink their content marketing strategies and adapt accordingly, using short, creative videos to capture audiences’ attention and share their messages.” – Rebecca Giantonio Moran, Director of Marketing Strategy
“I predict that short videos will start being the goal of video projects at the kickoff. We’ve seen how successful video can be in delivering an impactful message, and we know that people are less likely to watch something that’s longer than three minutes. While it’s sometimes a struggle to get brands to see that less is more when it comes to video length, I think that 2014 will be different. In the past year, we have gotten to see the numbers come together showing the success of short video, but more importantly, we as consumers have now been conditioned to view and absorb shorter videos that pack a punch. With apps like Instagram and Vine giving us digestible little three- to 15-second video bites, it simply adds to the expectation that video content will be short and sweet (and awesome). A one-minute video can be far more impactful than a five-minute video. Creativity is key, and that’s where the fun comes in.” – Rachael Shaw Lamphier, Director of Video Production
“I believe that this year will be a big year for customized video advertising on a very targeted basis. It’s nothing new to see video ads in app or on websites, but the availability of video advertising is opening up and becoming a more affordable option. Beyond Web and mobile usage, we are going to see better and more customized video advertising paired with your popular streaming services, which will help visibility across the many platforms on which people consume video. This is all part of a big move to real-time bidding for ad space across publisher sites.” –Steve Latronica, Director of Interactive Development
“In 2014 we’re likely to see a surge in live video streaming due to YouTube’s recent announcement that they will be opening up this feature of their platform to all users in the very near future. An effective strategy for presenting yourself and your brand through live video events at pre-determined times will become an integral part of the marketing landscape. YouTube will also allow users to host impromptu Google+ Hangouts on-air to help boost engagement with Google’s social platform.” – Naren Kelso, Interactive Manager
“Here are three or my predictions for 2014. First, companies will expand their content marketing to celebrities and musicians, more like Jay Z’s partnership with Samsung. Second, more brands will realize the importance of being strategic about which social media platforms they utilize, instead of trying to use all of them, regardless of whether they fit their brand. Lastly, there will be many, many more kitten videos.” – Erika Beaudoin, Senior Copywriter & Marketing Strategist
“In 2014, I think that content marketing will continue to explode, with timing becoming more important than ever. Brands will need to make sure they have content ready for real-time sharing. Since Oreo tweeted their creative photo during the Super Bowl blackout, other brands have hopped on the real-time bandwagon. Tide’s popular Vine during Shark Week and Honda’s personalized Vines in response to customers’ tweets about needing a new car are just two examples. These real-time content marketing examples will become the new norm for brands in the coming year.” – Nicole Stavola, Marketing Strategist
“My prediction for 2014 is that companies will be placing a higher priority on making sure that they have consistent communication and messaging across all channels. This will be especially important for companies that offer face time with customers as well as an online experience. Whether customers are in your store or on your website, they should be able to understand your brand regardless of what channel they are accessing.” – Stephanie Hughes, Account Coordinator
Here at Pita, we are always asking what’s next in our industry and our clients’ industries. Want to discuss what’s next for your brand? Give us a call.
Come back tomorrow to discover the four lessons the non-launch of Beyoncé’s album can teach marketers.