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A few weeks into 2014, marketers are still thinking about what the year will bring and how technology, connectivity, and buyer behavior are going to affect the way businesses engage and interact with customers and prospects.

In 2013, we saw mobile continue to rise as a legitimate platform for engagement; content marketing went mainstream; and video marketing became an essential practice. And Google Glass gave us a glimpse of the way we'll be connecting and consuming content in the future.

2014 promises to be just as transformative. Here are five trends that will be affecting marketing; keep them top of mind.

1. Metrics-driven campaigns will begin to provide diminishing results

Too often, if we adhere to metrics, our campaigns are simply "rinse-and-repeat." They may yield incremental improvements, but they lack the creativity that makes for truly groundbreaking campaigns.

In 2014, expect to see marketing campaigns that take intelligent risks, challenge the status quo, and dare to challenge what customers believe. Now is not the time to be risk-averse. Aggressive marketing often accompanies successful corporate performance.

2. Video marketing, once purely a consumer play, will expand into the enterprise

Video marketing will become a key part of enterprise IT decision-making processes. Those who figure out precisely where it sits in the buying cycle will benefit significantly, so look at your sales cycle, and at what resources you have and don't have on hand, and plan accordingly.

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Start 2014 Off Right: Five Marketing Trends You Need to Know

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ABOUT THE AUTHOR

image of Tricia Heinrich

Tricia Heinrich is the chief content officer at Bospar, a boutique tech public relations firm.

LinkedIn: Tricia Heinrich

Twitter: @theinrich