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40 Information Technology maltatoday, SUNDAY, 5 JANUARY 2014 Marketing trends in 2014 DANIEL COLEIRO KINGSWELL THE world of marketing in 2013 was characterised by changes in technology especially in digital marketing and mobile marketing. Now that 2014 has started, it is important to anticipate marketing trends and try to incorporate these trends into your marketing plans. One of the main trends that we should expect this year is Location Marketing. Apple has announced the iBeacon technology. The iBeacon in the customer's phone sends notifications and exchange data such as offers and special products for sale as soon as someone enters in a shop. In simple words, in 2014 there are endless possibilities for marketers to develop customised ways to attract customers in real time and about real time offers via mobile technology. More potential customers will have smart phones and tablets in 2014, giving businesses that are available on mobile devices a comparative advantage in the market. There were rumours that SEO (Search Engine Optimisation) is on the decline. The answer to this is very straightforward – it's not. With the changes in the algorithms that Google has made in 2013, quality content became a very important factor for SEO. Make sure that your website is able to answer customers' questions, and most of all make sure that your website has the right balance between user experience and search engine friendliness. Social Media is about to face some drastic changes as well. In 2013 we talked about the importance of hav- ing a social media presence, such as on Facebook, and to utilise information that is already available for your marketing needs. In 2014 the name of the game would be Social Media Diversity. Your business needs to start using other networks such as Pinterest, Slideshare and Instagram. These networks proved how powerful an image can be in promoting a product or a service. So make sure that your business is ready for Social Media Diversity as it is going to be one of the main trends in marketing. Video marketing is also about to 385. CAPE SORREL see a boost in popularity. Videos convey powerful messages that are much more effective than just text. For example the worldwide company Volkswagen worked with a Canadian YouTube Band, the 'Walk Off The Earth', to promote Beetles as being playful, soulful and powerful. Such videos can go viral in just few hours with the result of increasing brand awareness and customer engagement. Remarketing – this concept is gaining more popularity. When for example you visit a clothing website, after Text and photo Victor Falzon There is still time to add your signature to the REFERENDUM PETITION to BAN SPRING HUNTING? Download the form from www.birdlifemalta.org. Thanks. to be a top priority for all those businesses that want to be successful. It is important to experiment in different ways as every business has its unique characteristics with unique marketing needs. 2014 looks like it's going to be an exciting year full of opportunities for marketers; make sure you utilise the technology that your competitors are already exploring! Daniel Coleiro Kingswell is a Search Engine Marketing Specialist at Alert eBusiness (Internet Marketing Division) – www.alertemarketing.com Aichi Biodiversity Targets – Habitat loss halved or reduced Globally most natural habitats are in state of decline. While economic, demographic and social pressures are likely to mean continued habitat loss, degradation and fragmentation, particularly due to land use change beyond 2020, the rate of change needs to be substantially reduced. Ultimately, there must be limits to the conversion or degradation of natural habitats. It is easily one of the most common and widespread plant in our countryside, carpeting at this time of the year entire fields, roadsides and undergrowth with its heart-shaped leaves and yellow trumpet-like flowers. Yet for all its ubiquity the Cape Sorrel is an alien. Despite its Maltese name (L-Ingliza) it comes not from Britain but from the Cape region in South Africa over 7000km away, which explains the 'cape' in the name. How it came here is not certain but it appeared early in the 19th century around the time the British took over the country – which may explain its Maltese name. As we know today, it's never a good idea to introduce alien species especially into small islands like ours. Despite the pretty visual effect, the sprawl of Cape Sorrel over so much of our countryside no doubt elbowed out many native plants. you close it you usually see an advert of that same clothing website on other sites. This is called remarketing, a very smart type of marketing. You can show ads to visitors that already showed interest in your products previously by showing these ads on other websites such as on YouTube. Many first-time visitors do not convey on their first visit, which is why re-marketing can be effective. 'One-size-fits-all' in reality fits nobody. This isn't going to change in 2014, and developing marketing strategies for different target markets has This target refers to all natural habitats, including forests. The emphasis of this target should be on preventing the loss of high-biodiversity value habitats, such as primary forests, many wetlands and coral reefs, and of ecosystems where continued loss risks passing "tipping points" that could lead to large scale negative effects on human well-being. By 2020, the rate of loss of all natural habitats, including forests, is at least halved and where feasible brought close to zero, and degradation and fragmentation is significantly reduced. Habitat loss, including degradation and fragmentation, is the most important cause of biodiversity loss globally. Natural habitats in most parts of the world continue to decline in extent and integrity, although there has been significant progress to reduce this trend in some regions and habitats. Reducing the rate of habitat loss, and eventually halting it, is essential to protect biodiversity and to maintain the ecosystem services vital to human wellbeing. As part of its national obligations Malta targets that by 2020, the rate of loss of natural and semi-natural habitats of conservation value is at least halved, and degradation and fragmentation is significantly reduced. The percentage cover of "forests and semi-natural areas" has not decreased below the CORINE land cover data of 2006. Visit Friends of the Earth's website for more information about our work, as well as for information about how to join us www.foemalta.org. You can also support us by sending a blank SMS donation on 50618070 (€4.66) or 50619223 (€11.65). GREEN IDEA OF THE WEEK 287 Make lemons last longer Cut spare bits of lemon into quarters or slices, and freeze them until you need to use for cooking or cleaning. They'll last far longer than in the fridge. SEND US YOUR TIP! – We'd love to hear your green tips for a change. Post your planet-friendly tip on our Facebook page or send by email on info@foemalta.org. The best tip will win an FoE cloth bag.