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Five Digital Marketing Predictions for 2014

by Merlyn Gordon  |  
December 18, 2013

We're distracted, demanding, and unpredictable in the eyes of the companies we're engaging with. Our expectation for relevant experiences that deliver value at the time of our choosing has never been higher.

With the added complexity that we're always connected, starting and ending our journey across different channels has made the marketer’s dilemma of figuring out where to invest their marketing budgets an incredibly difficult challenge. Therefore, expect to see leading companies working to eke out a competitive advantage by tackling these five priorities in 2014.

1. Brands will embrace map-making to create a consistent customer experience

There is a growing imperative for brands to deliver consistent customer experiences across all of their online properties and digital channels ,and this will have brands embracing historically esoteric concepts such as the customer journey.

Brands will begin to embrace journey mapping and related frameworks to document and identify how their customers engage through different stages in their journey (search, react, evaluate, decide, and convert) in order to direct sunlight into pathways fraught with blind-spots and incomplete pictures of engagement.

2. Design will become more of a verb

Marketers will embrace design as a verb (in addition to a noun) as they map their customers’ journeys across all brand touch-points.

Once customer journeys are better understood, brands will begin to design optimized experiences specific to channel, device, and audience segment.

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Merlyn Gordonis the director of Product Strategy for Webtrends. He has spent his career helping leading global brands succeed with digital marketing and customer experience initiatives, as well as brand and messaging strategies.

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  • by James @ Wishpond Wed Dec 18, 2013 via blog


    Just got to mention that I love the idea of a 'segment of one' - and think you're spot on with it. Online ad targeting is getting so specific it's a little scary if you step back for a second and think about it. Tracking's the same. Exciting, but wild. Thank for these! I wouldn't bet against any of them.

  • by Adam Adolfsson Mon Jan 20, 2014 via web

    Nice informative post Merlyn... Kept me reading till the end. Yeah, this is an era of digital marketing and the latter is going to be beneficial as far as the incoming traffic to the companies adopting digital strategies are concerned.

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