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13 emerging trends and issues that will define how we do marketing in 2013.

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13 for '13

  1. 1. 13 Emerging Trends for Marketing & Advertising in 201313 for „13 johnblaskett.com
  2. 2. Mobile Finds its MojoEvery year is meant to be the „Year of Mobile‟ For US consumers, time spentin marketing circles, but 2013 really is crunch- with mobile is growing at 14time. Here‟s why: times the rate of the desktop.• Mobile ad spending in 2012 was $8.1 billion, double the amount of 2011 - eMarketer• 45 billion apps will be downloaded this year, twice as many as in 2012• Apps are a $6 billion market today and growing to reach an expected $55.7 billion by 2015.Major consumer brands are beginning tochannel more of their overall advertisingspending into mobile. As an example, Kraftrecently announced that it has dedicated 10%of its media budget to mobile advertising.Many companies still lag behind with mobilewebsites and landing pages that aren‟toptimised for use on smartphones. In 2013we‟ll see more companies build a mobile-friendly web presence in an attempt tocapture the huge opportunities in the mobilemarket. johnblaskett.com
  3. 3. Content Marketing 2.0Rightly or wrongly, “Content is King” was themarketing cliché of 2012. There are as manydefinitions of content marketing as there aremarketers, but I see content marketing asdelivering value-adding information toconsumers at strategic points along thepurchase process.In 2013 the focus will shift from all-out contentcreation to:1. Paying closer attention to content marketing ROI and the development of metrics that measure the effectiveness of content marketing strategies.2. Concentrating more on how content can be effectively delivered to consumers.2013 will be marked by more carefully targetedcontent marketing strategies, and brands willwaste considerable time and effort if they Marketers, on average, spend oversimply throw everything at the wall and then a quarter of their marketingwait to see what sticks. budget on content marketing. - B2B Marketing Insider johnblaskett.com
  4. 4. Clicks & MortarIn 2013 online and digital channels will beintegrated into the physical shoppingexperience more than ever before.Driving the integration of digital content in-store is the market penetration ofsmartphones, which in Australia was 52% in2012 .Further, 82% of consumers report that theyeither have their smartphones with themalways or often while shopping. In 2013 we‟llsee more retailers begin to exploit thisopportunity.Specifically, digitally integrated stores will Integrated in-store and webdeliver deals, personalised customer service functionality is instrumental inand real-time point-of-sale digital interaction driving conversion, boostingto consumers directly through their mobile sales by 10% to 40%devices. This approach has clear - SapientNitroapplications for the future of point-of-salecampaigns and shopper marketing, with thepotential to open up new sales channels andrevenue opportunities. johnblaskett.com
  5. 5. E-mail Makes a ComebackE-mail marketing is back.In 2012 we saw the beginnings of aresurgence of the use of e-mail as a corecomponent of campaign delivery. Over thelast few years e-mail has been overshadowedby other digital channels (particularly socialmedia and apps) but now studies show thatas much as 56% of brands are planning tosignificantly increase their spend on e-mailmarketing campaigns in 2013.The rise of worldwide smartphone usage hasreignited the marketing world‟s excitementand imagination with e-mail campaigns, andmarketers are exploring new e-mail designsand coding techniques to deliver targetedcampaigns.The integration of mobile landing pages and 36% of all e-mails were openedclear calls-to-action delivered via e-mail will on a mobile device in earlybe one of the key internet marketing 2012, an increase of 9% on 2011.developments of 2013. - Knotice johnblaskett.com
  6. 6. Responsive Web Design Online layouts and web-design is changing with smartphone and tablet usage beginningBy 2015 mobile internet usage is to reach parity with desktop PCs.tipped to surpass desktop usage The major challenge for online advertisers in - B & T Magazine 2013 will be to create consistent online experiences that translate across different devices. Advertisers are in the business of communicating a narrative around the products their clients sell and, with more types of devices being used to access websites, they need to communicate a brand‟s story consistently across different devices. 40% of consumers say that they have switched to a competitor‟s brand after being frustrated by a poorly designed mobile web page. With people becoming less patient, 2013 is the year when responsive web designs are required to effectively communicate a multi-platform message. johnblaskett.com
  7. 7. GamificationIntegrating games into marketing More than 70% of Global 2000campaigns isn‟t new, but in 2013 I tip that organizations will have at leastgames will move out of the periphery and one gamified application by 2014.be viewed as a core channel of integrated - Gartner Inc.campaigns.Today $100 million is invested in thegamification of branded marketingcampaigns worldwide, with that figureprojected to grow to a staggering $2.8billion by 2016.Mobile technology has enabled games to bedelivered easily to consumers as part ofinteractive digital campaigns. An example isthe recently released game-based FantaFunstigator campaign.Games are a great way to build brandawareness and engage target marketsbecause they utilise humans‟ innate desireto compete. Gamified campaigns also lendthemselves to sharing via socialmedia, where people compete with theirfriends for awards and „badges‟. johnblaskett.com
  8. 8. Location-specific Advertising With retail competition intensifying, marketers and advertisers will aim to deliver geo-located marketing campaigns to bring more customers through the door and generate sales. Along with geo-location apps like Foursquare and Facebook Offers, advertisers can also create custom opt-in mobile campaigns that can send display ads, coupons and other digital content directly to consumers if they are nearby or inside a store. An emerging field of geo-location marketing is near-field communications, or NFC. NFC is short range wireless technology that facilitates the transfer of information between devices. NFC is an emerging trend that is Foursquare has over 25 currently used mostly for content million users worldwide that delivery, but in 2013 we‟ll start to see NFC have checked in over 3 used more broadly in campaign delivery as billion times the technology gains greater penetration as new smartphone models are released. - Foursquare johnblaskett.com
  9. 9. Blocking Social Media Noise Social media marketers to date have largely focused on maximising fan count instead of maximising fan engagement, but in 2013 the focus needs to be on quality not quantity. The „hide‟, „unlike‟ and „unfollow‟ buttons are going to be used more than ever this year. People are cutting back on their social media traffic by eliminating unwanted noise from their feeds. This means that brands will need to concentrate on adding value by providing relevantFans are more likely to simply content to their online fans.block all your posts instead of Building relationships by providingunfanning your page on relevant content is what will beFacebook - just because your required to both attract and retain anbrand’s page has lots of engaged online community in 2013.followers, it doesn’t mean thatthey are seeing your content. - Fast Company johnblaskett.com
  10. 10. Big(ger) Data2012 was another year of growth for the use ofbig data. Back in 2010 companies invested $3.2billion in big data, and that spend is continuing togrow and expected to reach $16.9 billion by2015.Companies rely on big data to inform all kinds ofbusiness decision making. But in 2013, ascompetition intensifies across manymarkets, brands will leverage big data primarily toenhance existing CRM strategies and targetconsumers more closely.Further, in 2013 new analytical models will bedeveloped and implemented by big brands todeliver the insights that are crucial to creatinghighly targeted and effective marketing 90% of all the world’s data hascommunications campaigns. been created in the last two years alone. - IBM johnblaskett.com
  11. 11. Social Media Staffing2013 is crunch-time for late-adoptingcompanies to go social.83% of marketers think that social media isimportant to their business but manycompanies still don‟t allocate adequateresources to do social media marketingproperly.In 2013 brands are going to need to make thecall to give social media marketing a shot orrisk falling behind. The choice is either toengage external agencies or dedicate in-houseresources to take on the challenge ofmanaging online communities.Social media staffing can require significantinvestment and senior management needs tobe convinced of the benefits of marketing viasocial media. 59% of marketers are usingBy the end of 2013, I believe that we‟ll see social media for 6 hours or moremore newly created social media marketing each week, 33% are using it forroles in organisations being filled by dedicated 11 hours or more each weeksocial media staff. - Social Media Examiner johnblaskett.com
  12. 12. More Sales Move OnlineDepartment stores are continuing to lose out as their customers defect toonline shopping, often a cheaper and more convenient alternative.Online grocery shopping is one example of a sector that is experiencingsteady sales growth. By mid-2013 online grocery shopping is set toincrease to 26% of overall grocery sales, an 8% increase on December2012.In 2013 we‟ll also start to see more hybrid online shopping experiencesemerge, known as „click and collect‟ retailing. Major retailers overseas Australian online(including Tesco and Asda in the UK) are offering click and collectalongside their existing online shopping options. Click and collect retail sales grewshopping occurs when customers order groceries online and then pick up 27% in 2012the items themselves from their nearest supermarket.I also think that in 2013 we‟ll see more low-involvement purchase - Nationaldecisions being made online, with traditional in-store shopping being Australia Bankviewed more as an experience rather than a necessity. johnblaskett.com
  13. 13. Connected TV & the 2nd ScreenConnected or Smart TV‟s integrate TV with the “49% of people say they areinternet, and are becoming more common on simultaneously watchingstore shelves. Stats show that as many as 1 in TV and interacting with a4 US households now have a Connected TV. mobile internet device everyThe second screen refers to the device you use day”while watching TV, for example surfing the web - eMarketeron your laptop computer while the ad breaksare on.2013 will see the worlds of TV and the internetconverge, opening up a new dimension of TVaudience engagement.The implications for social TV are huge for boththe entertainment and advertising industries. Ianticipate that usage of social TV apps likeFango and Zeebox and penetration ofconnected TV‟s will increase significantly in2013 and a handful of brands will haveintegrated the technologies successfully. johnblaskett.com
  14. 14. Privacy & Regulation DebateThere is clear tension in the marketing dataworld: consumers want more personalisedadvertising material, while regulators arethreatening to restrict the amount of informationavailable to advertisers to protect consumerprivacy.The debate has intensified in recent years with somuch personal info being published online viasocial media, and in 2013 I think that intensedebate will be triggered that could threaten thefuture of responsible data-driven advertising.Being a marketer I‟m biased, but I believe thatimplementing restrictions which significantly blockdata availability to marketers would not be in the More than 7 in 10 US consumersbest interests of industry or consumers. prefer to receive promotionalRegardless of opinion, something is likely to offers that reflect their likes andhappen in 2013 that will significantly change the dislikes.way marketers use data and gather insights in the - UK Direct Marketingfuture. Watch this space! Association johnblaskett.com
  15. 15. johnblaskett.com 13 for „13What do you think?Leave a comment atjohnblaskett.com