Digital marketing changes at a very high speed. Marketers are presently facing a range of new tools, platforms and technologies which promise to change all things. With a lot of fluctuation, it is necessary to filter core trends from noise for understanding what would shape digital marketing landscape in this year.
Following are five trends of digital marketing for embracing now and keep ahead of curve in the year 2013:
At the moment online marketing is about to take full mass market with the laggers and the late majority. A well-known feature of laggers is that they like products at very affordable prices, tested products and bundled products. Such factors contribute to increase in the agencies of digital marketing; from consultants and owner-operated agencies all the way to the creative agencies that are giving full span of the online services that are sophisticated. The agency of digital marketing is just about to grow.
Digital data growth would be 44 times more in the year 2020 than it was in the year 2009. This data volume production is quiet overwhelming for the marketers; agencies and the marketers would need to translate, interpret and analyze that data into meaningful actions and insight. Attributing the revenue to correct marketing source would be increasingly necessary. More B2B companies would adopt the multi-channel reporting for judging effectiveness of the channel mix and set incremental contributions of every channel. In addition to that, these analytics would be used for refining targeting and segmentation.
Code is the universal language of internet and it is considered to be the foundation of all digital things. Marketers and agencies would be anticipated to understand everything’s back-end as level of complexity for delivering on the brand engagement and the revenue growth across many channels increases. Knowing API and the way to build interface for creating the actionable and simple reports would become the marketing requirement. For that reason, the year 2013 would see a very significant rise in number of collaborations between marketing technologies and agency.
Experience of user is becoming a main part of all websites whereas; personalization is at its core. The personalization would grow and services which offer ability of personalizing experience would emerge also, no matter, it is self-select preference, login-based or cookie based.
Content marketing is about to become core of all marketing initiatives for the B2B marketing and B2C. As the year 2013 is passing, we would see services solutions and the software for the syndication and the content creation grow and emerge as the companies try leveraging content for the demand generation.
Today, there is so much discussion about connection between physical and digital world. Cross-channel campaigns would include offline events like networking events, city tours, trade shows and direct mail. Companies have to tie offline events to an online engagement for measuring the impact of cross-channel campaigns. Being related to the customer in all contexts improves the awareness of brand, and engagement would ultimately result in more customers. Customers no more have got simply online or simply offline experiences; they have got integrated brand experiences.