Six Big Things to Watch in Marketing in 2013
Technology isn’t inventing completely new
things –it’s inventing new expectations about
things we’ve always done.
1. I don’t have to be known personally to get
personalized service and products.
2. I don’t have to do business with you for
years to get personalized services and
products.
3. I don’t have to pay extra to get
personalized services and products
4. I don’t have to know someone who’s done
business with you to get their opinion
about your services or products – or to
give them mine.
In this new world,
cutting through the clutter
is not about
using technology to be louder or cooler, it’s about using
technology to meet new expectations
Seven rules for content marketing
1. Teach: Think informational first, not promotional. Provide content in short episodes to keep people wanting more.
2. Tap experts: Use thought leaders in your industry to create videos, blog entries, and other content for your target
audience.
3. Make it easy: Remove barriers to engagement. Make it easy for people to subscribe to your content, share your content, and contribute their own content.
4. Repurpose: Find multiple uses for each piece of content. For example, a video can be shared on YouTube, cut down to a shorter clip for Facebook, and have the audio used in a
podcast.
5. Create clear takeaways: Reinforce key concepts and themes within messaging. Always include a call to action, such as an invitation to request more information.
6. Track: Analyze how users discover, consume, and share your content.
7. Bridge online and offline content: Create content in an offline environment—for example at an event—and then turn it into digital content so it can live on after the event.
2.
Using big data to drive marketing decisions
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Technology allows us to
incorporate larger and more
complex data sets into our
analytics
Sophisticated analysis can help
determine the impact of media
interaction, leading to informed
Big Data is about:
Volume: Large amounts of data
Velocity: Needs to be analyzed quickly Variety: Different kinds of data sets
1. Every two days, we create as much information as we did from the dawn of time to 2003. Eric Schmidt, Google 2. Today, consumer data is primarily used by companies
to tailor marketing products, services and messages to a specific audience. In the future, consumers will turn that around and use their data to focus and choose the
marketing activities to be directed to them.
3. Data will move from providing information to insights, especially real-time insights that can be capitalized on
quickly and opportunistically
4. Data analytics will increasingly fulfill its potential to
• increase revenue,
• maximize profitability
• increase customer satisfaction
Data doesn’t just allow the opportunity to
personalize an experience, it has created the
expectation that experiences will be
personalized.
Consumers will increasingly expect
personalization in every dimension/context
•
Gender
•
Name
•
Time
•
Passions/preferences
•
Prior business relationship
•
Location
Real-time marketing delivers what marketers want most and turbo
charges other efforts
Gatorade monitors social conversations from a dedicated room
Gatorade’s Social Media Command Center is a “war room for monitoring
the brand in real-time across social media.”
Brand-centric campaigns will give way to
always on marketing, responsive to
consumers, context and the environment
1. Real time marketing is about relevancy, achieved through listening to and anticipating consumer needs.
2. Brands must:
a) Have systems and processes in place to listen, measure, and respond.
b) Let conversation instruct creative design and strategy.
c) Use insights to be proactive.
d) Allows insights to facilitate personalization and resonance.
3. An always-on organization starts with man power and a structured staff
5.
The Year of Mobile (again)
An impressive 29% of U.S. adults own a tablet or e-reader, up from
2% less than 3 years ago
Mobiles + Tablets = 24% of online shopping
on Black Friday in 2012 (vs. 6% 2 years ago)
Treat mobile as a strategic priority by
implementing a multiyear strategy
1. Marketers will realize that mobile requires
a total shift in their marketing approach
2. Tablets will be the biggest short-term
disruptors
3. Mobile platforms will be the catalyst for
next generation connected experiences
4. Sophisticated analytics wrapped around
big data will power smart apps
5. The role of mobile marketing manager will
emerge
6. Responsive design becomes standard for
Web development due to the variety of
mobile devices
2013 Forrester Research
Technology hasn’t changed the way
we’re wired as humans.
1. A story is just data with a soul – Brene Brown
2. In 2013, there will be more opportunities than ever to tell a brand’s story across a variety of channels.
3. The growth of big data and new
technologies in 2013 will drive a brand’s story at a strategic level as much as it will drive brand activities at a tactical level.
4. Visual storytelling will leverage technology to meet consumers’ expectations
a) Pinterest and YouTube is at the forefront of this trend
