digital marketing trends for 2013 - ebriks infotech

7/30/2019 Digital Marketing Trends for 2013 - EBriks Infotech

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Digital Trend #1

CONVERGENCE OF THECMO & CTO


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Remember the old school IT guy?


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And the marketing department that focused on

big ideas?


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Those days are gone. Responsibilities have gotten

a little muddy.


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By 2017, the CMO will spend more on IT than

CTOs will. *Laura McLellan, Gartner


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IT Spending

DYNAMIT :: Must Know Trends for 2013

Marketing is increasingly relying on technology to accomplish its goals as high-tech marketing

grabs a larger portion of the marketing budget.

Sources: Gartner, Blue Kai Infographic


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Marketers depend on data for just 11% of allcustomer-related decisions *CEB


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Sources: VSS, Mary Meeker (KPCB),

comScore, Alexa, Flurry Analytics

Ad Spend Per Media Time Spent Per Media

TV

43%

40%

Print

29%

6%

Web

16%22%

Radio

11%9%

Mobile

1%

23%

2011 U.S. Ad Spend vs. Customer Time Spent

DYNAMIT :: Digital Opportunities in 2013

Ad Spend


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In the future, we believe that a modern CIO-CMOpartnership will shape the success of the enterprise*Forrester


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The technology and marketing functions need to extendbeyond alignment and start to function like a single teamfocused on the customer. *Forrester

Steps to bridging the gap between IT and Marketing


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The technology and marketing functions need to extendbeyond alignment and start to function like a single teamfocused on the customer. *Forrester


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Start hiring data gurus and statisticians


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Tackle Digital Governance.


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IT: Tackle Projects in Smaller Chunks


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Digital Trend #2

MOBILITY


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Opportunity 1

MOBILITY

Worldwide smartphone shipments continue to soar, with

a 42% year-over-year growth in 2012*IDC


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Opportunity 1

MOBILITY

Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of allcomputers shipped will be a tablet.*Gartner


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Opportunity 1

MOBILITY

In 2013, mobile phones will overtake PCs as the

most common Web access device worldwide.*Gartner


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Were now accessing the web from many devices


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Sources: VisionMobile MobileMegatrends 2012

Smartphone Penetration

And progressing from a Lean Forward mode...


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to a Lean Back mindset.


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Sources: VisionMobile MobileMegatrends 2012

Smartphone Penetration


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Important Mobile Considerations for 2013


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The Future Isnt About Mobile; Its About Mobility- David Armano


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Put Strategy before Mobile Tactics


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Opportunity 1

MOBILITY

Responsive Web Design is here, but weve still got

a long way to go.


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Opportunity 1

MOBILITY

Think in terms of CONTEXT.


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And stop saying, Mobile users wont do that!


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MOBILITY=INFORMATION,CONVENIENCE &

SOCIAL

All served up on the go, across a variety of screensizes and devices.

Digital Trend #3

QUANTIFIED SELF


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Sensors are everywhere


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Opportunity 1

MOBILITY


a long way to go.


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Opportunity 1

MOBILITY


a long way to go.


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Opportunity 1

MOBILITY


a long way to go.


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Opportunity 1

MOBILITY


a long way to go.

70% of American Adults are Self-Trackers*Pew Internet


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Opportunity 1

MOBILITY


a long way to go.


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Opportunity 1

MOBILITY


a long way to go.


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Opportunity 1

MOBILITY


a long way to go.


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Opportunity 1

MOBILITY


a long way to go.


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Opportunity 1

MOBILITY

How will this impact business?

Source: Innovation-Alliance.net


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Opportunity 1

MOBILITY

Open APIs will present many opportunities

Source: Innovation-Alliance.net


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Opportunity 1

MOBILITY

\\

Are you targeting self-trackers?


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SOCIAL


Digital Trend #4

FRAGMENTATION


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The true power of social media lies beneath the surface.


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Opportunity 1

MOBILITY

Were experiencing a ripple effect as conversations

progress to many niche communities


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Opportunity 1

MOBILITYAnd users move to more personal and relevantcommunities


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Opportunity 1

MOBILITY

Internal Social Platforms (like Jive) are changing the way

organizations work.


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Lowes realized $1Million in additional revenue from a new way of selling paint thatcame from an employees idea that was shared and vetted through an internalsocial collaboration system. *Forbes


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Its very important that you develop a comprehensivestrategy...


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Focused on niche communities and niche content.


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Give social a chance to touch every aspect of your business.


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Use new CRM tools to help monitor and measureconversations.

*Image source: SalesForce


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SOCIAL


Digital Trend #5

LOCATION


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91% of National Brands plan on maintaining or increasing budgeton local marketing. *Balihoo Research


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"Mobile advertising, it grew from an almost insignificant category to a nowmeaningful category in under two years - David Silverman PWC

US Mobile Ad Spending Projections:


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By 2015, companies that focus on integrated processes for localmarketing enablement will increase revenue by 15-20%.- Gartner, 2012


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By 2015, companies that focus on integrated processes for localmarketing enablement will increase revenue by 15-20%.- Gartner, 2012

Location is the New Context


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Google relies heavily on location


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Apps like Waze are finding new ways to target consumers.


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Geofencing presents huge targeting opportunities.


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We decided that rather than try to create behavior, we would take the behaviorthat was already there and just help people do it more easily,- CMO, Dewayne Chambers


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Passbook creates an easy way to integrate loyalty programswith localization capabilities.


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Location isnt just about offering a deal when a customer is near a retailoutlet. Its about understanding the tapestry of data that customers createover time. Fail to listen (and respond) at your own peril.- John Battelle, battellemedia.com


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digital marketing trends for 2013 - ebriks infotech

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