The Top 7 Trends from The 2013 Digital Marketer Report


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From the myriad of data, benchmarks and trends in The 2013 Digital Marketer Report, these seven areas have emerged as key points of focus for marketers throughout the year. Download The 2013 Digital Marketer Report here:

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The Top 7 Trends from The 2013 Digital Marketer Report

  1. 1. TRENDSFromThe 2013 Digital Marketer: Benchmark andTrend Report7TOP
  2. 2. From the myriad of data, benchmarks and trendsin The 2013 Digital Marketer Report, these seven areashave emerged as key points of focus for marketersthroughout the year.Scan this code to downloadthe full report, or visit
  3. 3. Create a design they can touch2013 Digital Marketer: Top 7 Trends1. 2013 is the year marketers will prioritize cross-channelcampaign management.said response attribution was the biggest multichannel marketing issue fortheir organization.Thirty-five percentof marketers• Seventy-four percent of marketers have either coordinated, or are in theprocess of coordinating, the online and offline customer experience.• Thirty-seven percent of marketers said that 40 percent or fewer of theircampaigns were cross-channel.TIP: Break down multichannel marketing barriers like responseattribution and campaign coordination first, and then tackle cross-channelmarketing requirements.
  4. 4. 2013 Digital Marketer: Top 7 Trends2. The number of platforms used by consumers continuesto from three or more devices each week.Twenty-six percent ofall online adults• One in five adults ages 18 to 34 visit Websites from four or more differentdevices in a week, as do nearly one-quarter of adults ages 35 to 49.• In a given week, 49 percent of all adults do their social networking viamore than one device. Most common is the home computer, followed bythe mobile phone.TIP: Understand the behaviors of your customers in order to create a seamlessexperience across all channels.
  5. 5. Create a design they can touch2013 Digital Marketer: Top 7 Trends3. Smartphone owners try different ways of paying with theirphones, but no single method has emerged.say they’ve tried one of the following mobile payment options:3.Twenty-seven percentof smartphone owners• SMS text message to a business (15 percent)• Mobile Web payments or WAP (14 percent)• Direct mobile billing (11 percent)• Swiping or waving the phone at a payment kiosk (5 percent)TIP: Test different mobile payment options to see what resonates with yourtarget audience.
  6. 6. 2013 Digital Marketer: Top 7 Trends4. Email marketers champion cross-channel integration toenhance email marketing programs.and increase customer engagment.Integrated campaignsimprove email performance• “Pin it” mailings are generating open rates that are 11 percent higher than othermailings and unique click rates that are almost 25 percent higher.• Open and click rates on in-store grand opening emails are more than 20 percenthigher than standard promotional mailings.TIP: Promote your social presence in email to help build a social fan base, or send anemail with an offer good on an in-store purchase to drive store traffic.
  7. 7. Create a design they can touch2013 Digital Marketer: Top 7 Trends5. The value of a single social customer is greater than the valueof their direct interactions with the brand.generated from social sharing.5.Facebook drives over90 percent of the revenue• The most profitable share is the first degree of separation (Jane shares,and then Jane’s friend clicks on the shared link and purchases something).• Shares up to five generations have been recorded (Jane shares, Jane’sfriend shares, that friend’s friend shares, that friend’s friend shares andthat friend’s friend clicks and purchases).TIP: Empower advocacy by understanding your customers and engagingthem in social spaces.
  8. 8. 2013 Digital Marketer: Top 7 Trends6. Good audience data is the key to successful online displayadvertising campaigns.on the foundation of good audience data.6.Build successful campaigns• Apply segmentation to the defined audience based on sound consumerinsights and analytics.• Engage a market segment that’s large enough to achieve results.TIP: Use robust data assets to enhance your audience definition and create ahighly targeted display audience.
  9. 9. 2013 Digital Marketer: Top 7 Trends7. Getting to consumer intent in search marketing requiresdepth of data.are navigational in nature.100 percent of thetop 10 searches• This is the fourth year that “facebook” has been the topsearch term overall.• The search term “amazon” moved into the top 10 terms for thefirst time in 2012.TIP: Use online consumer insights to remove navigationalsearches and isolate other search types to get at the keywordmodifiers that will help determine what the customer is really after.
  10. 10. Scan this code to downloadthe full report, or visit
  11. 11. interactions.Experian Marketing Services29 Broadway, 6th FloorNew York, NY