Understanding Digital Marketing in 2014

10 Jan

Changes in content, customers with more power than ever, the decline of Facebook and what Google wants you to do; the Navajo Talk Team give their digital marketing predictions for 2014.


Instagram will grow and grow. Twitter advertising will be part of the digital schedule, allowing businesses to grown their own communities and draw relevant customers on to their site, forcing brands and competitors to be even more competitive with promotions and offers.

There will be a growth in ‘wearable’ technology (already happening on golf courses with wrist watch measuring devices) and the continued buzz around Google glass.

Content will need to become more creative and varied, with a need to invest in video, animation and creative photography.

Smarter smart phones will mean that voice activated search will be used more, while smart TV technology will drive people to websites with apps like Shazzam.


Google+ to gain traction in Northern Ireland?

The Googlers have had some major success with the roll out of Google+, forging their own path and ignoring the commentators who couldn’t see the point of something that was sort of like Twitter and Facebook. Use in Northern Ireland isn’t yet huge, but with Google+ becoming the hub of a number of essential Google products, 2014 might be the year where Google+ becomes more main stream.

Windows Phone OS to overtake iOS in the UK

This might need more than a year, but with a fair wind and some good budget handsets to be released, Microsoft could move into second place behind Google in the mobile phone ecosystem in the UK. Windows Phone has already grown to 12% of the market, while iOS has just over a quarter but with lower growth potential as Apple are the only ones making handsets (premium priced ones too). With more users on Windows Phone, will you start considering them when building your app?

Facebook News Feed to Eat Itself

Facebook are continually evolving Edge Rank, the algorithm for how it ranks stories that you see in the news feed. Seemingly tired of people posting e cards, funny cat pictures and a million likes for this hero, Facebook are in the process of giving more weight to stories from authoritative sites. While that’s great news for Upworthy, Buzzfeed and the Huffington Post, it remains to be seen whether Facebook users want a Twitter style news curating site or somewhere to laugh at drunken pictures of their friends and share memes of Sean Bean saying “Brace Yourself”.


2013 saw video content being the most likely to be shared on social media. 2014 should see an increase in the use of video for all business sizes. Whether it’s video marketing or adding video to posts this will have a continuous growth from 2013 with more use of short storytelling videos for marketing, particularly to demonstrate products or services.

2013 showed the age demographic of Facebook changing, increased average age and numbers of teenagers leaving the site, I think this will continue to fall in 2014 with an overall decline on the total number of Facebook users by the end of the year, giving way to new sites for teenagers. Tablet and mobile devices will be used even more, forcing marketers to rethink usability, as people view more content online or interact with TV programs via online channels.


If your website isn’t responsive for mobile devices then you’ll lose business in 2014. This will continue to impact on SEO. Google wants to give users the best possible experience, so it stands to reason that if mobile visitors can’t interact with your site, then you might find your mobile rankings and visitors start to decline.  Mobile content will need to be more valuable than ever. Users will spend even less time on your site so it needs to be persuasive and marketers will need to use the right signposts to get visitors to perform that all important desired action.

Google will also embrace social networks even more, as metrics like the number of retweets, favourites and even likes on Facebook all act as votes of authority for webpages.

The impact of voice search will mean that marketers have to stop broadcasting about themselves and start adding value by answering the most common questions that their potential customers will asking.

Most importantly I think the SEO industry will have to stop banging on about optimisation techniques and what Google is doing next and focus on building a brand that people will look for online.

Disagree? Tell us below.


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