14 January 2013
New technologies and digitally-engaged consumers mean the marketing landscape has undergone fundamental changes in the last few years. For businesses trying to adapt to this constant evolution, staying out in front means knowing what lies ahead. Undoubtedly, 2013 will bring about yet more changes to the world of marketing ? and whatever your industry, market, or company size, the following marketing trends will almost certainly affect your business in the coming year.
Check out our list of the 13 marketing trends that will impact your business over the next 12 months ? and prepare yourself for marketing success in 2013!
1. Mobile Moves Ahead
With the average consumer now more likely to access information on their smartphone than their desktop, mobile marketing will be more important than ever in 2013.
A mobile website (optimised or responsive) is an essential first step, but those businesses that will really forge ahead this year are the ones that incorporate a range of mobile tactics into their campaigns. From mobile apps to location-based targeting and mobile-optimised email, 2013 is the year to implement an integrated mobile marketing strategy.
2. Big Gains From Big Data
It?s a concept that?s been talked about for some time, but 2013 looks set to be the year that businesses really begin to turn ?big data? into powerful marketing insights.
As the collective focus shifts from obtaining data to unlocking the value it holds, many more tools and applications will emerge to help companies harness the potential in their data. Staying ahead of the competition will ultimately come down to who?s mining, analysing and using their data most effectively and efficiently.
3. Inbound Is In
As content marketing adoption rates soar, businesses are increasingly choosing to employ inbound tactics over outbound marketing activity.
In 2013, paid marketing will give way to earned media, and a focus on creating original, high quality content that provides real value to prospects and customers. Digital will continue to provide the most popular channels for inbound marketing activities, with social media, email marketing and SEO all crucial elements of an inbound strategy.
4. Switch On To Video
In 2012, a sunglass-wearing, invisible horse-riding Korean popstar taught marketers a valuable lesson: the medium of video is extremely popular and immensely powerful.
While Gangnam Style may not be quite the brand image you?re looking to promote, video can be a highly engaging platform for communicating with your audience. From showcasing products to presenting research, videos can be used to fulfil a wide range of purposes. In 2013 it?s time to go beyond words and pictures, and embrace video.
5. SEO Raises The Standard
As a result of Google?s latest update (called Panda), obtaining a high search engine ranking for your site is now more about quality content than ever before.
Changes to Google?s algorithms mean the world?s favourite search engine is spurning sites abounding in stuffed keywords and phoney backlinks, and showing more love to those featuring unique, valuable content. The SEO moral? Focus on quality, relevance and originality, and provide your online audience with the content they really want.
6. Portable Devices Mean Proactive Contact
The ?anytime, anywhere? nature of internet-enabled mobile devices (IEMDs) offers a great opportunity to engage customers through proactive communications.
By providing relevant information to customers via their IEMDs ? e.g. through SMS marketing or mobile app notifications?- you can engage your targets while keeping your brand front-of-mind. This type of activity can be particularly effective when it comes to customer reminders, such as contract renewals and other important milestones.
7. Good Looks An Online Must
In the crowded online arena, standing out from the digital throng is not just about creating valuable content ? it?s about creating valuable content that looks fantastic.
The appearance of your digital assets can be a significant differentiator for today?s tech-savvy consumers, who often use visual presentation (rightly or wrongly) as a benchmark of quality. Shoddy design and amateurish visuals are simply not acceptable in the digital age, so investing in professional, attractive web design is a must in 2013.
8. The Inbox is Still the Place to Be
Email will regain its popularity in 2013, but its use will become more strategic, with mass mailouts giving way to more targeted, personalised communications.
As businesses work to create large amounts of content, email will play a vital role in its delivery, with a focus on using email marketing to deliver relevant content at the most appropriate time. While email will continue to be used extensively, 2013 will see this channel increasingly supplemented by mobile and other digital media.
9. B2Bs (Finally) Embrace Social
It?s an area in which B2B companies traditionally lagged behind ? but in 2013, B2Bs will up their social game and begin utilising social media far more effectively.
Social networking sites will be used to distribute content designed to move prospects through the buying cycle, as well as to establish thought leadership and increase brand awareness. And as B2B social media usage grows, the area of reputation management will become a significant consideration for any brand with a social presence.
10. Loyalty Reaps Rewards
In an age of user-generated reviews and online forums, an unhappy customer can wreak havoc on a brand. In 2013, businesses will increase their focus on customer satisfaction.
Loyalty programs and incentive schemes provide an opportunity to show your appreciation for customers while gaining valuable data and business insights. Aside from customer-focused programs, loyalty marketing can successfully engage channel partners, resellers and distributors, increasing brand loyalty while helping to boost sales.
11. Sales and Marketing Close the Gap
For B2B companies in particular, 2013 is likely to see marketing departments having much greater involvement in sales-oriented tasks.
As companies look to grow their lead generation activities, marketers will make more contributions in areas such as lead qualification, management of inside sales teams, and sales operations. As sales and marketing become more integrated, expect key performance indicators (KPIs) for marketing departments to be adapted accordingly.
12. Direct Mail Makes a Comeback
Digital may be dominant, but direct mail has by no means disappeared. In fact, 2013 may herald a revival of the traditional print marketing asset.
At a time when consumers are bombarded with digital information, selectively and tactically using direct mail as an offline alternative to attract and engage your audience can be used to powerful effect. Creative concepts, professional design and compelling CTAs are direct mail must-haves, as is an integrated approach that fits with your overall strategy.
13. Content Reigns Supreme
As we?ve said before, 2013 looks set to be the year of content marketing ? and you may have noticed it?s also a driving force behind many of the trends in our list.
Critical to content marketing success is a robust strategy, and the businesses that will reap the biggest rewards will be those which research and plan rather than rush headlong into content creation. Take the time to understand your prospects, map content to the buying cycle, and above all, focus on relevance and quality.
Categories: Trends
Source: http://mih.com.au/2013/01/the-13-marketing-trends-that-will-impact-your-business-in-2013/
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