Top Marketing Trends for 2014

Date: February 19, 2014

11 hot ideas to boost your sales in the coming year

This stuff isn’t going to sell itself. Good business starts with good marketing, and while you may be selling as best you know how, there are things coming down the pike you make not know about. Here are 11 hot marketing trends you need to be aware of for 2014.

1. Revving up reviews

Online reviews matter, but buying them is unethical. So people will be finding new ways to generate legitimate positive reviews. One example: builds a “review funnel,” channeling customers from their experience with you directly to review sites via URLs and QR codes. You must make it easy for fans to play up your business’ name.

RELATED: Tips for Getting Positive Reviews Online

2. Visual appeal

Increasingly, marketing will help people think in pictures. “Infographics will dominate not only for social media marketing, but support graphics for editorial articles and press releases,” says Melih Oztalay, CEO of SmartFinds Internet Marketing. “These visual representations of knowledge present complex information to be easily consumed by the reader.”

RELATED: Your Business Needs More Online Pictures. Here’s How.

3. Social scale-back

“After falling in love with all things social media, small business owners are cutting back, limiting their involvement to two or three tools, rethinking networking and introducing measures for their marketing efforts. Many have wasted precious time and money [on social media] in 2013 and now are looking to be more strategic and pragmatic about what’s working and what’s not for 2014,” says Donna Marie Thompson of Peak Profit Potential.

RELATED: How Much Social Media Time is Too Much for a Small Business?

4. Local leverage

Micro-shopping will continue to build momentum in the coming year. “Small and local business will be hot: Shopping local and locally grown will become more popular.  People are recognizing that when they shop locally, this keeps dollars local,” says Bill Corbett Jr., president of Corbett Public Relations. Business owners should be looking for ways to build up their home-grown credentials in all their marketing.

RELATED: Top 7 Survival Skills Any Business Can Learn from Small Town Businesses

5. Return to roots

It will be the year for keeping it real. “Do what best fits your brand. I would never do video. I just don't feel comfortable doing that, but I love print and radio interviews,” offers Dave Wakeman, principal of Wakeman Consulting Group. “Your marketing needs to reflect who you are and not what some ‘ninja’ or ‘guru’ is telling you that you have to do.”

6. Embrace the basics

The tried-and-true will still hold sway. “Some ‘old’ techniques like traditional direct mail are seeing a resurgence as online mailboxes become more and more full and traditional ‘snail mail boxes’ remain relatively empty,” says Linda Pophal of Strategic Communications LLC.

RELATED: 4 Old School Marketing Methods That Still Work

7. Reward the repeaters

Regulars are the life-blood of any business and as such should be rewarded for their year-in, year-out devotion. As small businesses look to hold their ground in a still-uncertain economy, the smart ones will be giving their regular customers discounts, special sales and invitation-only events to help keep them incentivized,” suggests David Rusenko, founder and CEO of Weebly.

RELATED: How to Find –And Keep – Your Ideal Customer

8. Newsjacking

“Brands are taking advantage of current news topics in the moment things happen and attaching news to their brand in some way to capitalize on the newsworthiness,” according to Melissa DiGianfilippo and Alexis Krisay, owners of Serendipit Consulting. “This can be done through relevant blog posts, social media sharable graphics or media opportunities.” Approach with caution: Not every event can be leveraged for PR purposes.

RELATED: 5 Things Reporters Want to Hear From You

9. Making websites work

“According to research recently conducted by Peer 1 Hosting, 81 percent of online shoppers will not shop on a site that can’t deliver a faultless online shopping experience. Further, 65 percent say they’ve abandoned an online shopping cart because of website time-outs and slow page loads,” explains Robert Miggins, SVP business development at Peer 1 Hosting. The ever-growing emphasis on online contact will bring with it a marketing imperative to keep pages working seamlessly. 

10. Instream advertising

“It works by pitching a format-appropriate message in the social portal of your choice. In the past it was only big business’ game, but more and more small businesses are jumping on board since it’s possible to set geo-targeted parameters very specifically and therefore pay substantially less than you would for a nationwide campaign,” says Daniel Zayets-Volshin, managing partner of “The growth of instream advertising models is going to be one of the most fruitful marketing trends of 2014.” (How 3 Small Businesses Use Instagram for Marketing)

11. Mobility

Mobile apps. Mobile messaging. Mobile advertising. Whatever your marketing strategy, make sure it fits on a phone or tablet. Do it strategically and thoughtfully—but do it. Smart phone = smart marketing.

READ NEXT: Top Marketing Trends for 2013. How Did They Turn Out?

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