digital marketing - 2013 trends predictions and action items

Digital Experiences for 2013Trends, predictions and action items

Here’s what you need to know for digital success in 2013:

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1. Zero Moment Of Truth2. Agile Marketing

3. Content Is Still King4. Mobile, Mobile, And Mobile

5. Responsive Design6. Gamification

7. Shift Responsibility For The Social Experience8. Get Personal

9. It’s The Data, Dummy

1. Zero Moment Of Truth...

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The moment they choose to love or hate you

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How To Win At The Zero Moment Of Truth• Have the X factor (sorry, it’s true)• Be aesthetically pleasing• Be highly relevant• Message• Image• Content & offer• Context

• Be valuable• Be meaningful• Be local• Be personal

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Action Item: Read ZMOT

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Action Item: Read Seven truths for designing great customer experiences

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Action Item: Read great user experience leads to conversions

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Your takeaway is....

....Great user experience matters.

2. Agile Marketing

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What Is Agile Marketing?

• Short range planning & execution• Speed & adaptability• Flexibility• Small definable chunks• Short, measurable bursts• Tested and data-drive

Working through an adaptive process, where highly collaborative teams work in a series of short cycles. Focus on getting the right things done to hit goals that ultimately drive more revenue.

Agile marketing emphasizes:

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What Is Agile Marketing Looks Like...

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How Does Agile Marketing Relate To Your Digital Experiences?

• Always stay in “experimentation” mode, try different things, test your ideas, don’t make assumptions about what will/will not work.

• Keep your digital experiences manageable — what can be accomplished in an hour? Or a day? Or 3 days? The key is to think “disposable” when it comes to campaign experiences.

• Don’t over invest time, budget or resources into digital experiences that may not be effective or may need to be adapted over time.

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Action Item: Free guide to agile from agilemarketing.net

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Action Item: Subscribe to agilemarketingblog.com

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Action Item: Subscribe to chiefmartec.com

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An explosion of traffic sources....

NicheSocialEmailOrganic searchPPC searchPR/viral/buzzPrintBroadcastDirectQR

....Requires an explosion of trackable, tested, highly relevant pages. Agile is the only way.

3. Content Is King...

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still

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...but you already knew that.

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74% of marketers say they use content marketing for customer acquisition

71% for lead generation

Source: 2013 B2B Content Marketing Benchmarks

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To put your content to work for more leads and customers, move from passive to active

content marketing.

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Passive - May help build brand awareness- May help generate website traffic

- Not effective at generating leads or acquiring customers

Active- Builds acquisition into context

- Includes call-to-actions to capture leads, newsletter subscriptions, social interaction, etc.

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Many content tactics lend themselves to being framed in active content marketing:

• eNewsletters, both individual issues and ongoing subscriptions

• Case studies• Videos• In-person events• White papers• Webinars/Webcasts• Research reports• Microsites• Branded content tools• eBooks• Virtual conferences

4. Mobile, Mobile, And Mobile

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In 2013, mobile phones will overtake PCs as the most common web access device worldwide.

’’’’

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Regardless of device, an effective experience is a must.

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Get in front of users when they are mobile.

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A mobile ad...

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...should lead to a mobile experience.

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Be ready in case the user is mobile.

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Every ad...

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...could be clicked by a mobile user.

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It’s more than just mobile. It’s proximity too.

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The future isn’t about mobile; it’s about mobility.

’’’’

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People use their mobile devices on the go, to research, to locate products, or stores...

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tap into the power of mobile...

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... to be highly localized.

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Marketers aren’t meeting mobile user expectations today

Action item: Go mobile. Now

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5. Responsive Design

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A single page designed for optimal viewing across devices.

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Action Item: Research responsive design

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Action Item: Do some limited tests on your landing experiences to see if it raises conversions.

6. Gamification

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Gamification....Engaging ways to immerse/reward/encourage/entertain your customer in your brand.

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Action Item: Get gamification-inspired

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Action Item: Don’t go gamification-crazy

7. Shift Responsibility For The Social Experience

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Lines are blurred across paid, owned and earned media....

...Don’t assume because it’s earned that you don’t have responsibility for it.

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Action Item: Take responsibility for shifting social interactions back to your hub

Your web...your experiences...your audience

Social & niche sites: You need to be there, and be active, but be wary of abdicating responsibility for your brand interactions to other sites...sites you don’t control who can change the rules on you.

8. Get Personal

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It’s A Highly Personal World... People Expect To Be VIPs

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Online Experiences Can, And Should Be, Personal Too

Action Item: Be more specific

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• Name• Progressive forms• Region/Location• Language• Search query• Previous behaviors• Time of day• Time of year• Browser (mobile, responsive)• PURLs

Experiment with introducing these elements on your experiences to lift conversion rates:

Action Item: Read up!

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9. It’s The Data, Dummy

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You have to know the data beneath the surface

Action Item: Check out these "big data/big testing" case studies

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Here’s what you need to know for digital success in 2013:

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

1. Zero Moment Of Truth2. Agile Marketing

3. Content Is Still King4. Mobile, Mobile, And Mobile

5. Responsive Design6. Gamification

7. Shift Responsibility For The Social Experience8. Get Personal

9. It’s The Data, Dummy

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

We help brands craft amazing digital experiences that work.

Find out more:http://www.ioninteractive.com

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Thank you!@ioninteractiveinfo@ioninteractive.com