The digital world changes quickly. Sometimes, so fast it’s difficult to know which marketing channels to focus on in order to maximise ROI and improve sales/leads.
Our infographic gives you a glimpse into the 5 key areas that companies and digital marketing agencies will focus on in 2013.
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The Transcript
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2013 Digital Trends
Which marketing channels are taking the lead in 2013 and what can you do about it?
The top 5 marketing priorities for 2013 are:
- Content marketing
- Social engagement
- Conversion rate optimisation
- Targeting and personalisation
- Mobile optimisation
Content Marketing
In 2012 29% of companies rated content marketing as important
In 2013, that number jumped to 39%
Who has responded to this?
Coca-Cola’s 2020 advertising strategy puts content at its core. Try ‘content planning’. Coca Cola applies a 70/20/10 investment rule to content creation.
- 70% is low-risk, core content relevant to their brand
- 20% is spun-off from what has already worked within the 70% by optimising and innovating
- And the remaining 10% is high-risk, experimental content that can become tomorrow’s 70% or 20%.
The challenge: create content which is:
- Relevant, shareable and reusable
- Adaptive
- User and context sensitive
- Enriched socially
Social Engagement
Important for 54% of companies in 2012
In 2013 important for 37% of companies
Social media analytics low in the pecking order – 9% for companies dropped from 19% in 2012.
The challenges:
- Defining and valuing engagement
- Social maintenance
- Building cross-departmental bridges
- Making sense of all the data
- Separating the wheat from the chaff
- Correlating social trends with other data.
Conversion Rate Optimisation
In 2012 CRO was important for 34% of companies.
In 2013 CRO is important for 39% of companies.
Small changes can translate into significant financial gains.
Things to do:
Try to align past purchase data with web analytics information to find the connection between conversion and content consumption.
The challenge:
Understand what’s happening in the whole ecosystem of content and social in order to make tactical changes to increase conversion and revenue.
Targeting and personalisation
52% of marketers say the ability to personalise content is fundamental to their online strategy
The challenge will be to find a way to place customised messages in front of a consumer so that they are seen as valuable instead of intrusive.
Rarely used but powerful methods of personalisation include:
- Purchase history data – only leveraged by 21% of marketing organisations but of those that use it, 77% say it has a ‘high impact on ROI’
- Behaviour data – currently employed by 20% of respondents but of those, 68% report strong ROI from it.
- Social graph data – currently only 6% use it, while of those that use it, 88% give it high marks for ROI.
Mobile optimisation
56% of companies say that in 2013 they need to understand how mobile users research/buy products. This is up from 47% last year. Only 14% of companies say this is not important.
44% of consumers always research purchases online before actually buying in-store
52% sometimes check online before buying in-store
This means: Every web page, shopping cart and piece of rich content must work well on any device in any location.
The Conclusion:
Content Marketing is the Winner!
The takeaway message:
Create quality content. Here are a few ideas to get you started:
- Infographics
- Blog Posts
- Case Studies
- Website Content
- Social Media Content
- Rich Content
- Webinars
- Ebooks
- Whitepapers
- Videos
Need help developing your content marketing strategy? Get in touch with Xanthos Digital Marketing. We will walk you through the process.
Sources:
Econsultancy: Quarterly Digital Intelligence Briefing: Digital Trends for 2013 in Association with Adobe
Infographic created by: Xanthos Digital Marketing
