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The Warsaw Voice » Business » December 19, 2013
Opinion
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Personalization Is the Future
December 19, 2013   
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As expected, last year on the marketing market was all about the growing importance of mobile marketing. The number of cell phone users around the world has reached 5 billion, including almost 1.5 billion smartphone users. Many companies launched mobile versions of their websites in 2013, a trend that has also impacted the look of traditional websites. A growing number of websites are designed to fit on the displays of mobile devices, so that minimalist layouts based on geometric forms are back in fashion.

2013 also marked a turning point in social media. Instagram and Pinterest users emerged next to countless Facebook users. The advantage of Instagram and Pinterest is that they use visuals, the most easily digestible and attention-drawing form of content. Now that the number of people who read traditional publications is plummeting and every second of a viewer’s attention matters to advertisers, I believe that 2014 will highlight the importance of videos, as they can convey even highly complicated messages in a highly attractive fashion. 2014 will be a year of personalized videos tailored to appeal to specific viewers and make them feel special.

Online retail sales in the United States are expected to exceed $250 billion in 2014. Experts are predicting that the coming years will see a growing importance of retargeting where buyers’ online behavior is watched to increase the number and value of purchases. The other anticipated trend—stemming from the fact that there are more internet-enabled electronic devices in the world than there are people—is that clever use will be made of data coming from such devices. The goal will be, for example, to save time for users by making bothersome operations automatic.

Jan Biłyk, CEO, Laurens Coster
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