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

1. Opportunities
+
Challenges
10 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 payment
sways 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