13 trends sure to impact 2013
TRANSCRIPT
Welcome toMarketing in the Morning
13 Trends sure to impact 2013
TREND #1 Inbound vs. Outbound Marketing
Interest over time (Google trends)
2005 2007 2009 2011 2013
Marketing Automation Inbound Marketing
Recognize fundamental shiftListen rather than Talk
Earn your way in
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. … Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products — a marketplace of content.”
Bill GatesFounder, Microsoft
1996
“We have technology, finally,
that for the first time in human history allows
people to really maintain rich
connections with much larger numbers of
people.”
Pierre OmidyarFounder, ebay
1. Content is a commitment, not a campaign
2. Content takes money or a dedicated person
3. Content must be targeted to specific audiences
4. Content must be distributed aggressively
4 Critical Commitments to Content
Commit to content curationCreate or have a partner createBe consistent, be frequent & be interesting
Brand Visualization is Queen
TREND #3
Recognize importance of VisualizationCustomize for the audience
Invest in Visualization
HUMANIZE THE BRAND
TREND #4
Storytelling Ditch the Jargon
Inject Humor Use Your Staff
Engage CustomersAdmit Mistakes
Inside Out Branding
Social Media Reaches Critical Mass
TREND #5
• 65% use social media regularly (98% teens)
• Continuing to grow (+20% from ’11 to ’12)
• 55% of 45-54 have a social media profile• Fastest growing group is 50-64 year olds• 67% of B2C and 42% of B2B companies
have acquired a customer via Facebook• 96% of companies increasing social
investment
Social Media Fast Facts
• Coca-Cola– 270,000 web visits– 22.7 Facebook visits
• Social media is now making money– Facebook more than $5 Billion in revenue for
2012– Twitter at over $250 Million and expected to
hit $1 Billion by 2014
Social Media Business Facts
Not an optionNeed a strategy
Do it right
TREND #6: MOBILE REACHES TIPPING POINT
• iOS and Android adoption has grown 10Xs faster than PC adoption at its peak in the ‘80s
• 2012 – Apple sold 18 million Mac computers and 200 million mobile devices
• 80% have mobile• More mobile devices than people in the
US• Mobile overtakes fixed internet access by
2014
The Growth of Mobile
• ½ of all local searches are on mobile• 2.7 hours per day social media on mobile• 80% of smart phone users spend time
w/Apps• 94% of smartphone users research local
businesses on their phone and 90% take action
• On Black Friday, 24% of purchases were made on a MOBILE device
The Usage of Mobile
MandatoryDesign size & content for Mobile
Should you create or own a specific App?
TREND #7 Big, Actionable Data
Find it . . . Mine it . . . Use it . . . Customize
Identify leadsNurture leadsCleanse & build databasesFollow-up process & stepsPost hand-off lead tracking
Building Brand Experiences TREND #9
TREND #10Traditional Media is alive and well
“Based on recent studies we’ve seen using the newly available analytic tools to validate digital campaign effectiveness, digital marketers will realize there’s an enormous amount of leakage in digital executions. Digital, in fact, doesn’t deliver the reach and coverage with that low waste that it promises. To make matters worse, when you look at the percentage of paid digital impressions that are actually viewable, the situation is even more bleak.”
TREND #11 Convergence and Integration
Every touch point . . . Integration with digital
Integrated campaigns . . . Integrated messages
Re-analyze andpotentially redesignyour customer’s buyingexperience.
TREND #13 Strategy is the new “Black”
13 Trends sure to impact 2013
Questions & Discussion
“It is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.”
Clay ShirkyAuthor, Professor
Jackson Marketing Group