Opportunities                  +         Challenges10 Trends to Define Marketing           in 2013      Presented by Matt ...
Trend 1- Display Becomes Addressable                      What to expect:                      • Anticipate a move from co...
Trend 2- Direct Marketing Becomes Conversation                        What to expect:                        • Marketing a...
Trend 3- Smartphones and Tablets pass PCs                         What to expect:                         • Content is cus...
Trend 4 – Social Becomes Measurable                        What to expect:                        • Mature tools and metho...
Trend 5- Hyperpersonalization: the use of big data                          What to expect:                          • Mar...
Trend 6- Digital Mailboxes take root                         What to expect:                        • Around a half dozen ...
Trend 7- Channel convergence becomes real                        What to expect:                       • Direct marketing ...
Trend 8- Digital couponing and paymentsways consumer decisions What to expect: • Traditional advertising methodology cross...
Trend 9- Direct mail survives, but not standalone                          What to expect:                         • Volum...
Trend 10- Big Data                      What to expect:                     • Expect to continue hearing about Big        ...
For a more detailed breakdown of all of these               topics stop by www.sourcelink.com/blog/matt_graham
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SourceLink presents- 10 Trends to Define Marketing in 2013

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Visit http://www.sourcelink.com/blog/matt_graham for an in-depth look at each topic in further detail.
Matt Graham, Chief Strategy Officer of SourceLink shares the ten areas that will define marketing in the year to come

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SourceLink presents- 10 Trends to Define Marketing in 2013

  1. Opportunities + Challenges10 Trends to Define Marketing in 2013 Presented by Matt Graham Chief Strategy Officer, SourceLink
  2. Trend 1- Display Becomes Addressable What to expect: • Anticipate a move from cookie-based ad targeting, and newer techniques- such as IP address targeting • Cooperative efforts with MSPs like Gmail, Yahoo, etc. for online display targeting closer mirroring direct mail 2
  3. Trend 2- Direct Marketing Becomes Conversation What to expect: • Marketing automation systems become not only engines for personalization, but facilitate two-way dialog • Texting will be linked more closely to response, which becomes conversational • Links to online content change the channel, but continue the conversation • Coordinated email and web content is then personalized using data collected throughout the interaction 3
  4. Trend 3- Smartphones and Tablets pass PCs What to expect: • Content is customized to each of 3 screens • Consumer expectation is that content is available and optimized for their device of choice • Web sites, email, and other mobile content are becoming more interactive • Expect overall movement from PCs to mobile devices, using geolocation, touch gestures, and more engaging user interfaces 4
  5. Trend 4 – Social Becomes Measurable What to expect: • Mature tools and methodology measure social ROI • Gamification and viral programs are still topical • Social monitoring, ad targeting, and personalized call-to-action becomes more directly measurable and included in more mature attribution models 5
  6. Trend 5- Hyperpersonalization: the use of big data What to expect: • Marketing automation platforms will drive personalization beyond the practical limitation of traditional marketing cells • Multivariate testing becomes a common term • Messaging is becoming infinitely variable • Many new challenges and opportunities come from this trend alone. 6
  7. Trend 6- Digital Mailboxes take root What to expect: • Around a half dozen companies are setting the pace and betting on consumer transition to digital mailboxes • Direct marketing and advertising will follow within these platforms • Targeting and relevancy will be supported through the transactional detail of the statements delivered to the digital mailbox 7
  8. Trend 7- Channel convergence becomes real What to expect: • Direct marketing messaging becomes conversation- channel crossover becomes necessary to manage • Dialog begins on preferred channel; continuity through mobile, social, digital and mail channels 8
  9. Trend 8- Digital couponing and paymentsways consumer decisions What to expect: • Traditional advertising methodology crosses over into direct marketing • Targeting and personalizing offers allows direct marketing to make traditional coupons more relevant • Combined with mobile consumer shopping and payment, marketers will drive real-time purchase decisions 9
  10. Trend 9- Direct mail survives, but not standalone What to expect: • Volume direct mail will remain key in consumer marketing and ROI • Direct Mail marketing dollars will continue to shift to digital • Digital integrated programs will support higher ROI from Direct mail as a multichannel approach • Coordination between channels and timing is a crucial element, but Direct Mail will suffer as a standalone medium 10
  11. Trend 10- Big Data What to expect: • Expect to continue hearing about Big Data and planning for Big Data • Making Big Data more action oriented will be crucial across disciplines • Service providers who can help marketers make sense and bring order to disorganized data will move to high positions in the Marketing value chain. 11
  12. For a more detailed breakdown of all of these topics stop by www.sourcelink.com/blog/matt_graham

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