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InSegment - 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 TABLEOFCONTENTS 3 3 4 4 5 6 77 8 8 9 9 10 11 1111 12 13 13 14 14 15 1616 17 17 20MarkengTrends&PrediconsFor2013&Beyond
3.
www.inSegment.com 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 3
20MarkengTrends&PrediconsFor2013&Beyond
4.
www.inSegment.com 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. 4 20MarkengTrends&PrediconsFor2013&Beyond
5.
www.inSegment.com 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. 5 20MarkengTrends&PrediconsFor2013&Beyond
6.
www.inSegment.com “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. 6 20MarkengTrends&PrediconsFor2013&Beyond
7.
www.inSegment.com 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. 7 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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 8 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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. 9 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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.” 10 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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.” 11 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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 12 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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.” 13 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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. 14 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 19.CONTEXTISCONTENT’SNEWBESTFRIEND Todomarkengbeerin2013,marketerswillneedtogobeyondsimplycreang contenttocreangapersonalizedexperiencefortheirtargetcustomerthat’s seamlessacrossmulpleinteracons.Theseexperienceswillleveragecontextto makeacompany’smarkengjivewiththesearcher’sproclivies–thethingsyou’ve learnedaboutyourleadsovermonthsandyearsoftalkingwiththem.Thethingsthey do,thethingstheysay,thesitestheylike,theproductstheypurchase,their happinesslevelwithyourcompany-alltohavedeeperandmoremeaningful relrelaonshipsandbeerresults. 15 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 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. 16 20MarkengTrends&PrediconsFor2013&Beyond
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www.inSegment.com 17 Conclusion Intheyearahead,wecanexpectthatbusinesseswillexperiencegrowingcomplexity inmanagingandmeasuringanemergenceofmulplechannelsandtechnologies.To adapt,markengwillbecomemoreintegrated,inboundandreal-me.Intheend, markengwillgrowintoaprofit-center,ratherthancost-center,intheeyesofCEOs. Marketershavealottolookforwardtoin2013.Moreopportuniesarewaing.AndMarketershavealottolookforwardtoin2013.Moreopportuniesarewaing.And nowyou,dearmarketer,knowwhatliesahead. Cheers. 20MarkengTrends&PrediconsFor2013&Beyond
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AboutinSegment Weareaninnovave,full-servicedigitalmarkengagency.Wemaximizeourclient's onlinepotenalthroughcu ng-edgesoluonsinwebdesign,development, demandgeneraon,SEOandsocialmediaengagement.Wearecommiedtoyour bo omlineandalwaysbackupourtaccswithconcreteresults. Contactustolearnmoreaboutourservicesatwww.inSegment.com www.inSegment.com
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