Brazilian samba, parallax, skeuomorphism, orchid, showrooming - want to know why these words might be important to you and your brands in 2014?
Let’s start with orchid. No longer just a pretty flower to give your mum for her birthday, Pantone has declared ‘radiant orchid’ the colour of 2014 so expect to see ‘an enchanting harmony of fuchsia, purple and pink undertones’ everywhere this year.
Remember the outrage felt by some Apple followers when the look of its mobile operating system changed? Well that was all part of a flat design trend that is set to continue in 2014. Skeuomorphism is design that mimics real world objects and designers are increasingly turning their backs on this approach to adopt a more pared back flat look. It’s a pleasingly simplistic trend and there’s definitely a time and place for it, but a touch of realism can add sophistication and playfulness to modern design.
2014 will see the continued march of parallax scrolling with more and more mainstream websites using this tool to breathe new life into their online presence. Users are less averse to scrolling due to accessing increasing amounts of online content on mobile devices. This has seen a move towards websites presenting more information on a single, longer web page.
Tweeting and TV are a marriage made in heaven, with over 90% of all online TV related conversations now happening on Twitter. Expect to see the further emergence of new platforms that link Twitter advertising to TV spots to magnify big brands TV spend and make Twitter more commercially viable.
A couple of years ago we were mourning the demise of the high street but its predicted death has been exaggerated. 2014 will see retail cozying up to digital more and more and trying to take advantage of customers ‘showrooming’. In-store mobile technology such as Apple’s iBeacon will see retailers connecting their shops and online stores and capitalise on those trying before online buying.
No matter how hard your try you won’t be able to escape the 2014 World Cup, when June arrives it will be all aboard the Brazilian bandwagon. The first mobile World Cup will see advertisers increasing their attention and budget towards mobile and it’ll be fascinating to see how this pans out. Ignore the importance of this huge event at your peril, but remember it’s a game of two halves and anti-football campaigns could also win big next summer.
Integration marketing will be a key factor for 2014. The importance of a joined up approach isn’t new but the line between traditional and digital marketing is increasingly blurred. One shouldn’t be reactive to the other, a coordinated approach to print, digital and social from the off will be more and more important in the coming year.
Here at Liquid we do integration pretty well and our team can work their marketing and communications magic across lots of different platforms. The kettle’s always on if you want to pop in for a chat in the New Year to see how we can help you stay ahead of the game.