20 Digital Marketing Trends to Embrace Today

1. 20MarkengTrends&PrediconsFor2013&Beyond

2. www.inSegment.com
Introducon
“Campaigns”FadeOut,Real-TimeMarkengIsIn
InboundMarkengGrowsEentreprise-Wide
KnowThyCustomer
MarkengBecomesMoreAccountableForRevenueGeneraon
SocialMediaGetsIntegrated
BeMobileOrBeMobileOrFallBehind
Social&ContentImpactSEOEvenMore
CompaniesLookToHireMoreInboundMarkengTalent
BigDataGetsBigger--AndDigesble
MarketersEmbrace‘SMART’Content
MarkengSpeaksLikeAHuman
EmailLivesOn
Inbound,NotAutomaon,BecomesPriorityInbound,NotAutomaon,BecomesPriority
MarkengTechnologyEvolves
I’llTakeSomeContentCuraon,Please
ContentCrowdsourcingGrows
MarkengGetsGamified
APictureIsWorth1000Words
ContextIsContent’sNewBestFriend
OutboundMarkengLosesTraconOutboundMarkengLosesTracon
Conclusion
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INTRODUCTION
In2012,theworldofmarkengunderwentmajorchanges.Wesawtheriseof
Pinterest,severalIPOsandacquisions,anaggressivepolicaladwar,Facebook’s
1Billionthuser,andwatchedoneKoreanarstturnintoaglobalphenomenon
thankstoYouTube.What’sinstoreforthenextyear?Letthisguideserveasyour
navigaonsystemintotheworldofmarkengin2013.
Nowthen,let’sgazeintomycrystalball...Nowthen,let’sgazeintomycrystalball...
Thenoonofcampaignshavebeenaroundsincethegoldenageofadversing.
Campaignsareadefinedseriesofacvies,taccsandchannelsthatoenrevolve
aroundacommontheme.Andyes,campaignshavebeengoodtous.Buthere’sthe
problem;theirstructureisoen mesrigidandcan’tkeepupwithchanging
customerbehaviorsandrapidlychangingtechnology.Campaignsaregenerally
short-livedandnottriggeredbaseduponreal-meaconsordata,whichcanputthe
marketeratadisadvantage.
“In2013we’llseemanymoremarketerstakeadvantageofthepower
ofreal-mecommunicaonstogrowbusiness.In2013,buyers
instantlyengagewithbrandsontheirWebsites,talkbackviasocial
medialikeTwierandFacebook,andfollowbreakingnewsinthe
marketstheyareinterested.Theoldmodelofmarkengbuiltona
company melinedoesn’tworksowellbutaerdecadesof
“campaigns”plannedwayinadvance,it’sdifficultformarketersto
chanchangetoamindsetbasedonspeed.Clearlytheopportuniestogrow
yourbusinessin2013andbeyondmeanreal-meiskey.Successcomes
fromengagingyourbuyerswhenthey’rereadynotwhenit’s
convenientforyou.”
DavidMeermanSco
Best-sellingAuthor
1.“CAMPAIGNS”FADEOUT,REALTIMEMARKETINGISIN
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In2013,markengwillnolongersustainasitsowndepartment.Everyinteracon
yoursales,HR,customer,development,finance,andexecuveteamstakeonlineisa
waytopromoteyourbrand,products,orservices.Asaresult,almosteveryemployee
willturnintoaninboundmarketer.
“Thetransformaondrivenbythecustomerbeingincontrolwillweave
itswayintoeveryaspectoforganizaonsfrommarkengintosalesand
customerservice,andthecompaniesthatwinwillfigureouthowto
becomeaninboundbusiness.”
BRIANHALLIGAN
CEO,HubSpot
2.INBOUNDMARKETINGGROWSENTERPRISEWIDE
3.KNOWTHYCUSTOMER
AsDavidstates,in2013,we’llstarttoseebest-in-classorganizaonsulizemore
real-meeventsandtriggersthatarebasedoninboundmarkengacvityandnot
push-markeng,oroutboundcampaigns.
Smartermarkengmeansunderstandingourcustomersbeyonddemographic
informaon.Inthefuture,we’llbelookingoutsideourCRMsystemtocollecta
unifiedviewofcustomerbehavior.AccordingtoDavidRaab,contribunganalystat
Gleanster,webbehaviordataaswellasdatafromothersources,suchasaccounng
ororderprocessingsystems,willbecomeeasiertointegratein2013.
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GregAlexander
CEO,SalesBenchmark
Index(SBI)
“Markengautomaonsystemswillprovidemoreunifiedcustomer
viewsacrosschannelsandsystems.Thegoalofnotmerelyimporng
datafrommulplesystems,butofintegrangthatdatasointeracons
ofthesameindividualarecombinedevenwhentheytakeplacein
differentchannelswillbeincreasinglyrealized.Thisisacrical
capabilitysinceallanalysisisbasedonthisunifiedcustomerview.”
DAVIDRAAB
Analyst,Gleanster
“ForCMOs,thepressureison,”saysGregAlexander,CEOofSales
BenchmarkIndex.“CEOsarepayingmoreaenontomarkeng’s
contribuonsandareholdingthemmoreaccountableforrevenue
generaon.Becauseofthis,we’restarngtoseeashionhow
markengismeasured…toquotasandSLAsthataremorealigned
withsalesgoals.”
4.MARKETINGBECOMESMOREACCOUNTABLEFORREVENUE
GENERATION
Overthenextyear,itwillbecomeanincreasinglyimportantiniaveforCMOsto
investintechnologythatcompilescustomerdatainawaythatismoreeasily
measurableandaconable.Asaresult,customeranalysiswillbecomethehotnew
featureformarkengautomaonproviders.
ArecentFournaiseMarkengGroupstudyfoundthat73%ofexecuvesdon’tbelieve
thatmarkengdrivesdemandandrevenue.Ouch.
In2013,thatwillstarttochange.Markengwillplayamorecricalrolein
contribungtorevenuegeneraon.Markengacvieswillnotonlybemeasuredon
trafficandleadgeneraon,butwillfurtheropmizeprocessesthatdirectlyimpact
salesgrowth.Andtodothat,keyperformanceindicators(KPIs)underthemarkeng
departmentwillchange.
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“Socialmediawillnolongeractasasiloandwillinsteadbecomemore
integratedwithtechnologiesandinboundmarkengpracces.Thefad
offascinaonwithsocialmediawillmorphintocompaniesusingsocial
aspartofamorestrategicandholiscinboundmarkengstrategy.”
MIKEVOLPE
CMO,HUBSPOT
“In2013savvymarketerswillbegintoleveragedatafromsocialmedia
inallpartsoftheirmarkengstrategy.Marketerssyncsocialmedia
acvitywiththeircontactdatabasestohaveaddionalbehavioraldata
tobeersegmentemailmessagesandcalls-to-acon.Addionally,
marketerswillleveragesocialmediabehaviorforimprovedcontent
personalizaonthatwillleadtoimprovedleadtocustomerconversion
rates.”KIPPBODNAR
AUTHOR,THEB2B
SOCIALMEDIABOOK
5.SOCIALMEDIAGETSINTEGRATED
Furthermore,marketerswilladoptinboundmarkengpraccesandtechnologiesin
ordertodrivedemandandmeetaggressiverevenuegoals.
HaveaFacebookaccount?Check.Twier?Check?LinkedInandPinterest?Checkand
check.OK,nowwhat?Upunlnow,socialmediahasremainedverysiloed.Acvity
thathappensonsocialstaysthere.Intheyearahead,integrangsocialmedia
behavioranddataintotherestofthemarkengmix(anddatabase)willbecome
crucialinordertoreachcustomerswithrelevantmessagesinreal-me.
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In2013,marketerswillfinallylistmobileasamajorlineitemontheirmarkeng
strategy.Notonlywilltherebeconnuedinvestmentinmobile-opmizedwebsites
andemail,butwe’llseemobiletakeamoreimportantrolewhenintegrangwith
markengcampaigns.Bytheendoftheyear,mobilewillbecomeamorestrategicand
must-havechannelformanybusinesses.
6.BEMOBILEORFALLBEHIND
In2012,morepeopleboughtasmartphonethanaPC.Clearly,mobileiswhere
marketersneedtobe.AccordingtoanIBMstudyreleasedinJune2012,almost9in
10globalmarketerseitherhaveamobilesiteoramobileapplicaonorplanto
employoneinthefuture.However,only1in5currentlyrunmobilemarkengtaccs
aspartofintegratedcampaigns,withtheremainderrunningtheirmobileprograms
discretelyandonanadhocbasis.
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8.COMPANIESLOOKTOHIREMOREINBOUNDMARKETINGTALENT
Sure,marketersaregreatatcreave,butthemarketersthatcompanieshirein2013
willcarryskillsincontentcreaon,leadgeneraon,opmizaonanddataanalysis.In
aneconomythat’stoughonjobseekers,thewarfortalentwillbecomeevenmore
fierce.Withthegrowingimportanceofcontentanddata,companieswillhiremore
InboundMarketersin2013.
Overtheyears,goodsearchengineopmizaon(SEO)wasallaboutknowingthe
tricksofthetrade.TheSEOoftomorrowwillbelessabouthavingtherightH1tagor
therightkeywordsonthepageandmoreaboutcreangreallygood,originalcontent
thatissociallyconsumedandshared.
“Forthepastdecadeandahalf,marketershaveoenthoughtofSEO,
socialmedia,andcontentasseparatechannelsandsegmentedpracces.
Butthesebarriersarecrumbling.Inthepast24months,we’veseenthe
overlapbetweensearch,social,andcontentincreaseatarapidpace,
spurredonbyinnovaonsfromthesearchengines,andreinforcedbythe
correlaonsofsocialsharingandlinking/rankingbehavior.In2013,I
expecttoseemanyofthemostsuccessfulmarketerstreatthesepracces
notasdispanotasdisparatechannels,butasopmizableelementsofawhole.”
RANDFISHKIN
CEO,SEOmoz
Overall,SEOwillgofurtherandfurtherawayfromon-pageSEO,andfocusonthe
variouscomponentsofoff-pageSEO,asRanddescribed,thatcometogetherfora
holiscandpowerfulSEOstrategy.
7.SOCIAL&CONTENTIMPACTSEOEVENMORE
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9.BIGDATAGETSBIGGER ANDDIGESTIBLE
10.MARKETERSEMBRACE‘SMART’CONTENT
ThefirstmeAmazonintroducedmetotheperfectbookformeviatheir
recommendaonengine,Iwascompletelyawed.Theideathatawebsitecouldnot
onlyrecognizeareturnvisitor,butalsodiscerntheirinterestsandaltertheirsite
experienceaccordingly,feltlikenothingshortofmagic.
AccordingtotrendsmeasuredbySimplyHired,“InboundMarkeng”jobsincreased
52%and“ContentMarkeng”jobsincreased26%sinceOctober2011.
Increasingly,themarketersthatgethiredinthefuturewillmorelikelyhavethewords
“publisher”and“pivot-tablelover”ontheirresume.
I’mnotafanofbuzzwords,butthere’ssomethingintriguingaboutthepromiseofbig
data.Gartnerpredictsthatitwilldrive$232BillionInI.T.spendingthrough2016.But
sofar,bigdataasbeenforengineers,notmarketers.In2013we’llseeariseof
startupsthatarededicatedtomakingbigdatamoreaccessibletofolksonthefront
end,suchassales,businessdevelopment,andmarkengprofessionals.Oneofthese,
OrigamiLogic,aimstogivemarketersaccesstobigdatainawaythatisdigesbleand
usablebythemspecifically.
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11.MARKETINGSPEAKSLIKEAHUMAN
Sincethen,data-drivenpersonalizaon,ordynamiccontent,hasbecomemore
common,thoughnotenrelypervasiveinthemarkengspace.In2013,we’llstartto
hearmoreaboutadapve,‘smart’content.Ascontextbecomesincreasingly
importantinanyinboundmarkengstrategy,dynamiccontentenablesmarketersto
servehighlypersonalizedmessagestotherightaudienceattherightme.
Noonelikesmarkengspeak.That’swhywe’llstarttoseeorganizaonsbecome
more“human”throughsocialinteraconsandgreatcontent.Companieswilldevelop
apersonalitythroughstorytelling.Corporaonsbecomeless“faceless”andthetrust
betweencompaniesandconsumersconnuetogrow.
“Theadventofsocialmediahasmeantthattheworldofseparateinternal
andexternalmessaginghasdisappeared.Ifacustomertalkstoyour
CustomerServicedepartment,theyexpectthesameresponsethey’dget
iftheytalktomarkeng,orsales,orengineering.Creangaunified
externalfaceiscrical.Ifyouwanttobuildlong-termrelaonships,you’ve
gottohaveaconsistent,humanvoice-comingfromalllevelsofyour
organizaon.”
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12.EMAILLIVESON
13.INBOUND,NOTAUTOMATION,BECOMESPRIORITY
JOHNBONINIContent
MarkengManager,
IMPACTBranding
&Design
“Withsuchadramacshitowardmorepersonal,unsolicited
markeng,2013willseemuchmoretargeted,segmentedemail
campaignsaimedatdeliveringmorerelevantcontenttorecipients.
We’reallaertheholygrailofonlinemarkeng;sales-readyleads.
Theabilitytosegmentemaillistsandpersonalizethecontentwill
helptomaximizetheeffectofeachemail,resulnginmorequalified
leads.”
No,emailisnotdead.Anditwon’tbein2013,either(asmuchassomeofuswould
likeitto).Infact,emailwillconnuetobeanimportantpartofthemarkengmix.
However;howitwillbeused,iswhatwillchange.Markengemailswillbecomeless
“batchandblast”andinsteadmorepersonalized,relevantandtargetedbasedon
real-medata.Therewillbeincreasedimportanceinopt-inmarkenginsteadof
opt-outmarkengandbuyinglistswillbecomealess-usedpracce.
Justafew,shortyearsago,markengautomaonwasthe“must-have”onevery
marketerswishlist.Unfortunately,the“set-itandforget-it”mentalityofautomaon,
whilenicesounding,resultedinanunhealthyprocessofchurningadatabaseofemail
throughaset“nurturing”processunltheywerespammedtodeath.Thepromiseof
markengautomaonstartstofailbecauseitisnotsupportedbyasolidinbound
markengfoundaon.Essenally,notenoughleadsenterthefunneltokeepthe
automatedmachinerunning.Thisiscalled“DeathbyMarkengAutomaon.”
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14.MARKETINGTECHNOLOGYEVOLVES
In2012,wesawalotofacquisions,IPOs,privateroundsoffunding,andthe
emergenceofnewstartups.Asthemarkengindustryheatsup,wecanexpecteven
moreacon.Thisisgreatnewsforthemarkengindustry.In2013,wewillseetwo
majorchangesinthetechnologylandscape:
Moreinvestmentintechnologysoluonsthatsolveforinboundmarkeng,social
mediamanagement,andmarkengmeasurement,aribuonandROI.More
importantly,sowareandservicesthatareintegratedandunifiedwithother
channels,departments,anddatabasesiskey.Infact,GartnerpredictsthatCMOs
willoutspendCIOsby2017.Specifically,marketerswillspendmoreonunified,
integratedtechnologysoluonsthateliminatedatasilos.
AsmoAsmorewidgets,gadgetsanddevicesenterthemarket,marketerswillneedto
figurehowtouseeachplaorminthebestandmostappropriateway.Takingan
oldadversingmodelontonewtechnologieswon’tfly.
In2013,CMOsandseniorexecuveswillallocatemoreresourcestocreangastrong
inboundengine-generanginterest,traffic,leads,andconversions-tosupportthe
demandgeneraonengine.Thegraphbelow,providedbyGoogleTrends,showthat
overme,moremarketerswillbesearchingforsoluonsandbestpraccesto
inboundmarkengovermarkengautomaon.
MARKETINGAUTOMATION INBOUNDMARKETING
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15.I’LLTAKESOMECONTENTCURATION,PLEASE
16.CONTENTCROWDSOURCINGGROWS
Contentisking,whetheryoulikeitornot.Creangmoreandmorecontentwillbe
amongthetopprioriesformarkengteamsin2013.Inaddiontotheincreasein
allocangbudgettocontentcreaon,we’llfindincreasinglymorecuraonservices
and“contentmarketplaces”thatwillhelpmarketersdelivermoreinacontent-heavy
world.
Socially-generatedcontent,whereyouraudiencehelpbuildscontentforyou(usually
throughacontest),hasbeendoneforyears.
DHARMESHSHAH
CTO,HubSpot
“Newtechnologies(mobiledevicesofallshapesandsizes,andlocaon
basedservices)willconnuetogrowbutthebestmarketerswillrealizeits
notabouthowtojammoreadsintonewplaorms,itisabouthowtouse
thenewtechnologiestoenhanceyourinboundpowersofaracon.”
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17.MARKETINGGETSGAMIFIED
“Gamificaonpresentsarepeatable,reliableframeworkforincreasing
yoursocialmediaandonlinemarkengresults.Inthenextyeareven
smallandmediumsizedcompanieswillstarttounderstandandutlize
it’scoreconcepts.”
DANZARRELLA
SOCIALMEDIA
SCIENTIST
18.APICTUREISWORTH1000WORDS
Butthereisanevenbiggeropportunityforcrowdsourcingplaormsthatcontribute
tonewmarkengideas.Asthesocialfootprintgrows,marketerswillfindmoreways
toleveragecrowdcreavitybybuildinteresngandviralpiecesofcontentwiththeir
networkoffansandfollowers.
Expecttoseetheconvergenceofmarkengandgamingoverthenextyear.AndI
don’tmeanproductplacementinFarmville.Markengwillbecomemoreinteracve
inhowit’sdeployedandconsumed.“Gamificiaon”willhelpincreasethesckiness
ofcontentthroughitsentertainmentvalue,reward,andlearningabilies.Perhaps
throughgamificaon,markengwillactuallybeenjoyableinsteadofavoided.
Withallthisaenontowardcontentastheholygrailofmarkeng,itdoesn’tmean
thatwriencontentistheonlyformthatworks.SiteslikePinterestandInstragram
provethatvisualcontentisreallyworth1000words(orinInstragram’scase,$1
billion).Infographics,photos,pictureboards,video,andotherformsofrich-media
willincreaseoverthecomingyearsashumanslooktodigestmoreinformaonfaster
thaneverbefore.
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19.CONTEXTISCONTENT’SNEWBESTFRIEND
Todomarkengbeerin2013,marketerswillneedtogobeyondsimplycreang
contenttocreangapersonalizedexperiencefortheirtargetcustomerthat’s
seamlessacrossmulpleinteracons.Theseexperienceswillleveragecontextto
makeacompany’smarkengjivewiththesearcher’sproclivies–thethingsyou’ve
learnedaboutyourleadsovermonthsandyearsoftalkingwiththem.Thethingsthey
do,thethingstheysay,thesitestheylike,theproductstheypurchase,their
happinesslevelwithyourcompany-alltohavedeeperandmoremeaningful
relrelaonshipsandbeerresults.
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20.OUTBOUNDMARKETINGLOSESTRACTION
Massmarkenggetsa2%responserate,ifyou’relucky.Inboundmarkeng,onthe
otherhand,canproduceconversionrates10xhigherormore.That’sbecause
prospectsrespondtovaluablecontentthatismorehelpfulandeducaonal.Moreso
thaneverbefore,budgetsspentonoutboundmarkeng(paidmedia)willshi to
inboundmarkeng(earnedmediaandoriginalcontent).Accordingto2012study,
one-thirdofCMOssaythatmorethanhalfoftheirbudgetshaveshiedfrom
tradionaltodigitalmarkenginthepastyear.
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Conclusion
Intheyearahead,wecanexpectthatbusinesseswillexperiencegrowingcomplexity
inmanagingandmeasuringanemergenceofmulplechannelsandtechnologies.To
adapt,markengwillbecomemoreintegrated,inboundandreal-me.Intheend,
markengwillgrowintoaprofit-center,ratherthancost-center,intheeyesofCEOs.
Marketershavealottolookforwardtoin2013.Moreopportuniesarewaing.AndMarketershavealottolookforwardtoin2013.Moreopportuniesarewaing.And
nowyou,dearmarketer,knowwhatliesahead.
Cheers.
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