What will the latest digital communications trends for business be in 2014? ▲ ▲ ▲ 'evergreen marketing insighter' by Gloria Buono-Daly

Mobility programs have enabled many companies to replace standard business procedures with more improved, customized and preferred procedures. This applies to internal and external communications programs but also for various other types of physical work environments and activities throughout a company.

As a result of these mobility enhancements, business media communications has become the latest 2014 trend for driving efficiency and productivity in corporations. Communicating more effectively throughout a company and incorporating various mobility preferences based on behavioral work patterns has resulted in improved products and services, increased brand awareness to their consumer audiences and ultimately has resulted in more sales and improved ROI.


QUALITITATIVE BUSINESS MEDIA REPLACING QUANTITATIVE SOCIAL MEDIA?
The latest shift is focusing on business media communications and information programs, particularly qualitative logistics with much less to no concentration on social media campaigns -- i.e., mobile audience behavioral patterns and audience personal preferences for device use. This trend does not appear to be going away anytime soon as business media continues to replace social media.

This, along with anticipated changes in audience perceptions and behavioral tendencies from the use of mobile technologies to clouds and other disruptive innovations, has been transforming real time digital communications and multi-channels.

BUSINESS MEDIA AND THE IMPORTANCE OF MOBILITY
The hottest communications trends have shifted more toward business media, customized communities, and big data. Does this mean that the traditional social media communications strategies will be left out in the cold?

An example of the use of mobility business media, is illustrated in an earlier blog (August 2013) titled, “Mobile and HTML5 integrating big time: "evergreen marketing insights" by Gloria Buono-Daly”.

In this article I reported on how the business mobility trend has been transforming and improving the way people work. Also this latest business communications trend is one of the main reasons why many companies continue to allow their employees to use their own devices at work.

PERSONAL DEVICE PREFERENCE DRIVES MOBILITY
According to a recent gomomentum.com report, two-thirds of companies already let employees bring their own devices to work and use them for business-related purposes because this has helped boost productivity by keeping employees in constant contact (real time) with customers, business partners and colleagues. Also, it makes it easier for employees to work outside of the office. This digital communication concept holds true for communicating to consumers as well. Websites are now developed for all user devices not just the desktop computer.

All things multi-channel and mobility, will become more prevalent in 2014 and onward.

Workforce systems and networks are enhancing communications and work portability, increasing productivity, and improving efficiency.

DIGITAL COMMUNICATIONS DRIVES COMMERCE
2014 will also mark the year that transforms digital communications as measurable results will continue to prove it has become the driving force for commerce. More than branding, it is the communicating and storytelling across the various business media platforms that drive businesses and commerce for 2014.

While many experts indicated that Facebook advertising increased sales (articles written in 2010 - 2012, no articles supported this in 2013 with the exception of one or two articles about small companies), this does not seem to be the case for 2014. Major corporations do not rely on Facebook advertising to increase sales.

Besides no supportive research on business value using Facebook, there are many political, personal, and advocacy pages communicating on Facebook that are offensive yet Facebook policy identifies them as “poor taste” or “crude attempts at humor” pages and therefore are not removed since they do not violate Facebook policy. As a result, many corporations have dropped advertising on Facebook. For more on this, refer to the 4th bullet item in the "RESOURCES" section below.

This latest, disruptive trend -- customized mobility -- will continue to replace “social media” in 2014 as business communication campaigns implement customized “business media” platforms for their audiences – employees and consumers.

What do you think? Are your company’s “business media” programs incorporating the latest digital communications and mobility strategies for driving commerce?

RESOURCES
▲  Out With The Old: 4 Communications Trends for 2014 http://www.gomomentum.com/old-4-communications-trends-2014/
▲  The Top 7 Communications Trends For 2014, B2C http://www.business2community.com/communications/top-7-communications-trends-2014-0717938
▲  “Mobile and HTML5 integrating big time: "evergreen marketing insights" by Gloria Buono-Daly” http://myblog.allthingsdigitalmarketing.com/2013/08/mobile-and-html5-integrating-big-time.html
▲  13 Companies Drop Facebook Advertising Over Domestic Violence Ads, http://thinkprogress.org/health/2013/05/28/2064461/13-companies-drop-facebook-advertising-over-domestic-violence-content/
▲  Latest trends in digital communication, http://www.pria.com.au/priablog/2013-trends-in-digital-communication
▲ Econsultancy: A list of 10 retail mobile apps that customers love, http://econsultancy.com/blog/64140-a-list-of-10-retail-mobile-apps-that-customers-love


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“The latest digital communications trends for business in 2014” is part of the evergreen marketing insighter ▲▲▲ series by Gloria Buono-Daly