Predictions 2014: B2C CMOs Face Big Changes As Customers Adopt New Media, Social, And Mobile Behaviors

2014 is going to be a big year for B2C CMOs. We just published our "Predictions 2014: B2C CMOs Embrace The Post-Digital Landscape" report that predicts CMOs will: get creative with digital lifestyle media; get their hands dirty with customer experience; bring strategy to mobile; invest in marketing innovation; and reconsider their social networking priorities. Here are the five predictions:

  • Media decisions will focus on the intersection of audience and lifestyle targeting.  In 2014, CMOs will invest in branded content, product placement, and advertising on lifestyle-focused YouTube networks with large audiences like StyleHaul (shopping, beauty and style), Machinima (eSports and gamer), and Tastemade (food lovers) where they can reach millions of consumers. These networks having growing Millennial and Gen Z audiences that cannot be ignored.
  • Customer experience needs C-level ownership. C-level execs need to blend marketing and customer experience leadership to ensure that the brand's promise is expressed at all touchpoints.
  • Mobile will rise from project to primacy. CMOs will grab control of the mobile strategy, increase mobile budgets, and bring the broader perspective of mobile's impact to the executive table in 2014.
  • New ways to fund projects will kick-start digital disruption. CMOs will fight for more dedicated innovation budgets to fund innovation teams and labs in 2014 that will unleash market-disrupting ideas in 2015.
  • A major shakeup in the social space will occur. CMOs have been investing in staff, content, and technology to market through social networks for the past five years. 2014 is the year they reassess these investments as audiences fragment across niche social networks and communities.

Now, I am going down the rabbit hole to present one big personal prediction for 2014 and beyond.  This is meant to be thought-provoking and fun.

2014 is year four of the age of the customer, and CMOs will have to build brand engagement on new customer experiences where their customers live and play. To learn more about our 2014 predictions and what they mean for CMOs, read the report (subscription required).