10 Critical Digital Marketing Questionsto Ask Your Agency Partner in 2014

What do you think we should do with our website? 1

It's back to digital marketing basics – your website matters again.

After years of shifting resources away from and into

development...corporate sites social channel

...companies are realizing that they can gain great from infusing their owned sites with new , making it more

.

valuesophistication

social, personalized mobileand

How should I go about setting up anInnovation Lab?2

The digital marketing world is moving so fast. Mission Control Centers are helping marketers keep up.

No longer just for the big technology companies, Innovation Labs have become a required foundation for marketers that merely want to keep up with the crowd.

Without dedicated resources to keep up with new technology & platforms, customized solutions for companies and brands, as well as education inside the organization, you can't keep up.

We built it. So why aren't they coming? 3

If 2013 was the year of , 2014 will be the year of .

content marketingcontent distribution

It is important that content be high quality and based on related to the target personas, but in the coming year we are going to see more discussion on

insights

paid content and native advertising, branded content partnerships.

as well as

The goal is the audience you are trying to reach sees your great content versus

they will find it and watch it" position of the past year.

ensuring

hoping"

Should I invest more in online videoproduction & distribution?4

For some, this question may be obvious. For others, it is still an important question that requires a .strategy

In Brazil, was marginal in 2008. And now it represents 50%.

video consumption50%

Facebook

YouTube, Linkedin

VineInstagram

is a digital marketing hub to many brands. We will see more brands starting to invest in some of the other platforms —

— where video and other sophisticated content can play a major part. Snackable video drives traffic through and .

Big data is a digital marketing trend again.What are we going to do differently this year? 5

Data capture, and reporting is a messy business.

analysis

Country-specific data laws, data activists, and ownership and privacy concerns add a layer of new to an already complicated landscape.

complexity

Brands can rise above the fray with a data value exchange, through (WAZE) and

(Nike+, FitBit, etc.).crowd-sharing

real-time reporting

The data can be used to create dynamic reports and new content through .data visualization

How are we programing for the “second screen” (which is now thenew first screen)?

6

Amazon has joined Netflix as a content creator.

Social networks have become less about connections and more about showcasing

and providing a platform for

and

.

individual identities

self- expressionpersonal branding

Twitter

bullhorn

integration

viewership

has sought a role beyond the newsfeed " .” Real-time Twitter

can enhance TV coverage and help drive

.

Facebook has become , interrupting our programming with unwanted — but often ignored ads.

TV

—

G+

SnapChatWhatsApp

has gained mass but cannot seem to drive participation. Niche networks — ,

, List.ly, Learnist — disrupt traditional media consumption.

Cord-cutting has gained momentum as enabling hardware like

, and

proliferate.

ChromeCastRokuAppleTV

As consumers become more geeky andstreamlined in how they accessinformation, what do I need to dodifferently to reach them?

7

Probably the best thing to do is to keep a great handle on your .consumer

Understand not only how they access information, but how that is evolving and the with which it is changing.access speed

What's and what's down? Armed with this data, you can develop the strategies you need to make continual course corrections and maximize your digital marketing reach.

trending up

Along the way, it'll be helpful if you learn to speak “Geek.”

The new generation that you need to think about builds experiences .mobile first

What digital marketing efforts should I say no to in 2014? 8

As platforms continue to recalibrate, the larger channels build or buy whatever is creating a buzz, and target audiences their time and attention .

diversifyacross many channels

It will be increasingly important to make and content, initiative,

program, and channel choices.selective deliberate

Taking a view and developing with will help

ensure that each YES decision is a success and offer quantitative grounding for the NOs.

long-rangecritical metrics robust analytics

Why should I care about mobile messengers gaining in popularityin Asia?

9

Asian messengers are growing at an immense pace, and Asian brands treat the messengers

engaging with the followers and audiences for digital marketing.

- WeChat, Line, KakaoTalk - Facebook,like

The messengers have invested heavily in entering this year, and activated Indian brands around their platforms. In 2014, they're heading to the

India

U.S.

How well are we doing at omni -channel retailing? 10

In 2013, Forrester noted that or retailing — an integrated sales experience that melds the advantages of

with the information-rich experience of — was a “business need.”

omni-channel marketing

physical stores online shopping*

In the omni-channel world, customers expect the business to know they are following them on , and that they just emailed customer service.

Twitter Facebook

In this world, all platforms have an awareness of each other. The customer is at an inflection point and expects the

across all channels.same level of

experience

Omni-channel success can be powerful once the business endures that painful organizational restructure, and provides a

and to the customer, and that leads to more repeat business.

more consistent message content delivery more responsive customer service

Note the emphasis on .MORE

*Darren Hitchcock, http://www.selligent.com/en/blogs/tips-practices/the-rise-of-omni-channel-retail-definition-and-5-tips/

Is it finally time to care about3D printing?

BonusQuestion

Jeremiah Owyang — industry analyst and thought leader who recently launched a new company, "Crowd Companies," in December 2013 — has pointed to that make this technology accessible.

3D printing hubs in China

3D printing has in a modern company, from R&D to marketing and even communications.

cross-functional applications

The specific applications of 3D printing to marketing and communications may not be known yet, but through are bound to become the cutting edge.

innovation, new applications