There are many places on online where people are predicting trends and highlighting likely outcomes that could prove to be winners for marketing in 2014 but few that apply specifically to the Irish market.
A big part of what Sport for Business does is to identify initiatives and make them relevant within our local market and for our members.
In this spirit we were happy then to be chosen as one of 20 thought leaders who have contributed to the the Irish Digital Outlook for 2014, published this week by Shane O’Leary.
The report gathers the thoughts of people like Neil O’Gorman, Orlaith Blaney, Niall Harbison and our own Rob Hartnett in trying to point the way to success in an ever changing world of digital and social media.
To see what we all think of mobile, personalisation, the internet of things and increasing importance of niche content and internet ‘back channels’ you can find the report here.
As a sampler, this is what Rob Hartnett of Sport for Business had to say about what might be worth looking for in 2014…
TRENDS FOR 2014
I think the smart use of the data we leave behind is the way in which digital will develop in the coming months and years. There is such scope for creating truly unique and personal experiences and the opportunity lies in managing that down to an individual level. The tools are there, the information we leave as to our behaviour and preferences is there. Communication will be tailored as a blend of the very specific and the most likely additional ways in which we will be interested to learn more. That is what will make digital much more revenue generative than it has been in its earlier stage development.
BEST DIGITAL SPONSORSHIP ACTIVATION OF 2014
I’ve continually been impressed by the work that RaboDirect did with bringing their rugby sponsorship to life. Constant interest and engagement allowed them to build real personality. It’s a shame they are exiting in May but hopefully will not be lost to sport. At an international level I think Adidas are being very clever around the World Cup. The Brazuca ball may be expensive to buy but it’s free to follow and I’m looking forward to seeing that develop over the first half of the year.
FUTURE OF DIGITAL ACTIVATION AROUND SPONSORSHIPS
There is such rapid movement and development in this space that a clear lead might only last a week. We try to bring the best of what is happening in this space at a global level and point out where it can be adapted and implemented across Irish sporting sponsorship. One of the main challenges is the volume of content that consumers in Europe and the US are demanding and the ability of Irish sport to feed that to the same level. Most major sports have dedicated social media teams that are newsrooms in their own right and that is the way things are heading.
PERSONAL HOPES FOR 2014
Sport for Business has developed great credibility through 2013. We have some great members on board and the ambition for 2014 is to deliver real benefit in terms of knowledge and opportunity for them, for sport and for society. We will expand the range of services and events we are involved in and bring more members closer together to fulfil the real and tangible benefits of collaboration.
It ail be an exciting year working with some great people.
