Digital C4 2013 Digital Marketing Insights

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Welcome to the 2nd annual Digital C4 Digital Marketing Insights. These 2013 Insights are comprised of things we see happening over the next calendar year with respect to search engine marketing, custom content creation and blogging, and social media marketing. These three areas make up our digital marketing offering for improved online brand visibility. Have a read, share it with your marketing colleagues, and begin to think about how these Insights might affect how you market in 2013.

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Digital C4 2013 Digital Marketing Insights

  1. 1. (C4) Digital C4 2013 Digital Marketing Insights Last year we provided you with our first Digital Insights – a look into the year ahead in Digital Marketing. Some predictions we got right; some we didn’t, but we hope that our thoughts helped you plan for the year ahead. Again this year, we’ve outlined 12 things to consider as you plan your strategies for the New Year. www.digitalc4.com Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  2. 2. (C4) General Thoughts Last year we talked about how PULL marketing was replacing – or at least seriously augmenting – PUSH marketing. Social media, fed by well-written, optimized content, helps buyers make decisions, and brands that understand this and participate will reap the benefits. 2013 We don’t think much has changed this year. In fact, content will continue to play a large role in online brand visibility. Content goes beyond the written word – especially this year – to include video, SlideShare, and other interactive formats. So hold on to your hats… Big Data is going to get even bigger! Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  3. 3. (C4) Search Engine Marketing Bing will make serious inroads into Google’s share of search marketing. Microsoft is spending over $100 million on the launch of its new Windows 8 operating system, and while sales have been a little sluggish out of the gates, they are seeing success. As more people opt for Windows 8 cross-device integration – computer, tablet, phone – more people will jump on board. Since Windows 8 provides search functionality via Bing, it stands to reason that they’ll take some market share from Google. I mean come on… Google has such a dominant share this isn’t a huge prediction. The key though is how much share, and what that does to SEO best practices. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  4. 4. (C4) Search Engine Marketing Link building as we know it will disappear, becoming a real link building effort based in sweat and equity. SEO providers have long included link building as a strategic tactic, yet it hasn’t been that strategic. Links from sites with Page rank of 0, 1 or 2 was long the norm, but not any longer. Now, building links will become more difficult but rewarding if done right. Developing relationships with relevant bloggers, aligning strategic partnerships with online publications will become part of a strategic link building effort that if done right will pay dividends. Still employing the old tactics? You may see some penalties! Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  5. 5. (C4) Search Engine Marketing Mobile search will become a more important strategy as portable device sales overtake desktops. It’s already happening… mobile devices and tablets are overtaking PC sales for the first time ever. This is not a fad, but a trend that signals people are mobile. Combined with BYOD, the need to include mobile search into your search marketing mix will become increasingly important. Those that do not will begin to lose organic traffic to those that do. Time to get ready! Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  6. 6. (C4) Search Engine Marketing Count on more and more Google changes that focus on the importance of CONTENT. No going out on a limb here… Google made 10’s of changes in their algorithm surrounding content alone, so I wouldn’t expect them to stop now. I’d be prepared (if I were you) to increase your stream of well-written content. It’s what people are searching for; it’s what Google wants to present. Blogs, articles, SlideShares, videos, forums/communities… it has to be focused, relevant, optimized, and well-written and or produced. If done right, however, good content can help small brands compete with larger brands for online share of search. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  7. 7. (C4) Content Creation & Blogging Think outside the blog. Blogs are the obvious content outlet, and will always play a role as a content marketing outlet, but 2013 – with everyone understanding the importance of content – will trigger the need for differentiation. Videos… sure, makes sense. SlideShares… yup… still relevant. Those companies that think even more out of the box, however, will benefit the most. Think gamification and other disruptive avenues. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  8. 8. (C4) Content Creation & Blogging Blogs will play a more prominent role in lead generation. With HubSpot and the Content Marketing Institute’s recent research that showed blogs playing a major role in lead generation efforts, more companies will employ a blog in their marketing strategy. This will mean that more blogs need to take steps to differentiate themselves from their competition. So the question becomes… where in the sales cycle will a blog play a role? The answer depends on the industry, target audience, and length of sales cycle… are you ready? Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  9. 9. (C4) Content Creation & Blogging Traditional PR agencies will focus on content well beyond the press release. This trend has already begun, but in 2013 there won’t really be a PR agency. There will be a content marketing agency that helps move the public relations needle. Press releases – in the traditional sense – will really become an extension of blogs and other content that companies will need to take part in social media conversations. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  10. 10. (C4) Content Creation & Blogging Big Data will (at least for larger companies) begin to drive content creation. Big Data may finally pay dividends. The sheer amount of data that companies are accumulating and that individuals are creating is astronomical! But unless it’s being analyzed, dissected and used to make decisions it’s essentially useless. 2013 will signal the year that companies make use of this data to create content, position their brands based on the consumption of data. Unfortunately this will be costly leaving smaller organization forced to play a waiting game until analytics options become less expensive. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  11. 11. (C4) Social Media Marketing automation will play a greater role in social media. Most of marketing automation to date has been all about drip, email marketing. In 2013, marketing automation will become more involved in social media conversation. Not sure this will be well-received or not, but it’s bound to happen since social media will continue to play a greater role in movement through the sales cycle. Will buyers call foul? Will social media lose its genuineness? Time will tell… Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  12. 12. (C4) Social Media Channel convergence will separate the players from the played. Facebook is the gold standard for B2C social media marketing. LinkedIn, likewise, is the standard for B2B. So where does that leave other social platforms? Pinterest has a niche… as does Twitter. But what about Google +? And then there are the countless smaller social media platforms that continue to pepper our inboxes with updates that frankly we ignore and delete. We think 2013 ushers these smaller, insignificant players out the back door. Bye XING… logged on once or twice. You’ll be missed? Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  13. 13. (C4) Social Media Facebook growth will stagnate, prompting significant changes (for the better?) Facebook is huge! One in seven on the planet is on the social media platform, so it only stands to reason that its growth will slow and stagnate some. But now that it’s public and revenues are a focus, it’ll be forced to make changes that will make some unhappy. Recently a friend said he found a McDonald’s sponsored post in his personal timeline. Rumors are also flying that video ads are coming to the timeline. Ready for those Audi commercials? If you “like” Audi then you’ll probably see them. Not sure about you but certainly something that would make most not too happy! Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  14. 14. (C4) Social Media Companies will finally give in and realize that social media isn’t going away, resulting in budget line-items. No matter the size of the company, 2013 will mark the year that companies realize social media isn’t going away. They will be forced to consider, budget, and plan for how to accommodate social media as it WILL play a role in their marketing mix. So what will it be? Small toe in the water? Or make a big splash with a ‘cannon ball coming’ all-in social media push? Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995
  15. 15. (C4) Questions? Got a question about any of these insights? Got some insights of your own you’d care to share? Email us at Insights@DigitalC4.com. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229Digital Marketing Insights - 2013 503.351.8995

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