Back in 2013, plenty of the new trends in marketing were shaped by the tech industry. Today, there’s no stopping that train as the trends only continue.

For marketing, it’s about time they did.

From more real-time data to the economic impact of the cloud, marketing leaders have championed developments in enterprise technology as the answer to the same impact the internet. Think of it like a game that first introduced new enemies, new challenges but after that, the players get new stuff too to help them figure out a way to address these challenges.

Social networks for instance, called marketers to find new ways to engage audiences and spread content. Clicks from shared sites are as much as five times more likely to be shared. Even when it was all easier to measure, it drove marketers to reconsider the way they produce content and how their social media properties interact with prospects and customers.

Not to mention, social media can easily be ruled out as a bunch of echoes being bounced around. Customer activities in the form of likes and comments aren’t always the magic you need to increase your sales. B2B brands need engagement to really drive them forward.

None of that is more evident than in 2014 with websites finally feeling the sting of weakening metrics and the call to take up new arms and new tactics. Their goals will be more direct and more objective with sales, as well as downloads, webinar attendance, and long-term relationships replacing the ‘likes.’ Here’s what’s lining as marketers scramble to face a new world reborn from the old:

  • More investment in content. Decision makers have more information at their fingertips while simultaneously freeing up time for leisure. In this mixed state, marketers need prime content that is neither overloaded nor mundane to spark engagement and interest.
  • More substance in graphics. Graphics still reign on the internet but they too need more substance to catch the eyes of prospects. Apart from that, pictures and videos are easily sharable online especially through social media.
  • More influencers. A true measure of a trustworthy business is its number of outside influencers. These are parties with no investment in your company but can testify to your worth. This makes marketing not only the concern of marketers themselves but those of the whole company.