10 brand marketing trends that should dominate 2013 - forbes
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3/15/13 7:52 PM10 Brand Marketing Trends that Should Dominate 2013 - Forbes
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FORBESWOMAN | 12/18/2012 @ 11:16AM | 28,703 views
10 Brand Marketing Trends thatShould Dominate 2013
Susan Gunelius, Contributor
(Photo credit: One Way Stock)
What trends should be on every marketers’radar in 2013?
With just a couple of weeks until the newyear arrives, it’s time to start thinkingabout the trends that are dominating brandmarketing and will stick around or get evenbigger in 2013. These are the brandmarketing trends that can open significantopportunities or create big challenges overthe next 12 months. Is your brand ready forthem?
1. Brand AccountabilitySocial media reputation management has neverbeen more important, and brand transparency iscritical. In 2013, even the smallest mistake canbecome a huge public relations problem. You needto be ready with response plans in place to protectyour brand reputation.
2. Brand TrustSocial media also makes it easy for consumers toconfirm if a brand really walks the walk and talksthe talk. It’s a lot harder to earn consumers’ trust inyour brand today, and it will be even harder in2013.
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3. Brand FlexibilityThe world is changing faster than ever, and so is thesocial web. To top it off, hyper-connectivity willreach record levels with the growth of mobile deviceusage in 2013. Your brand needs to drive thechange, not just try to keep up with it. If your brandisn’t able to adapt, another brand will.
4. Brand ExperienceIn 2012, we started to see a significant shift to brandstorytelling and creating branded experiences. IfApple could do it, why can’t other brands? That lineof thinking brought us emotion-driven ads fromGoogle and slick copycat designs from Microsoft(e.g., the Microsoft Surface ads, Microsoft stores,and the Microsoft Store website). Every brandshould be creating brand experiences both in-person and online in 2013. If you’re not creatingthem already, you’re late.
5. Brand VisualizationIn 2012, the world witnessed the rapid growth ofsites like Pinterest and Instagram that brought thedemand for visual content to the forefront of digitalpublishing. Images didn’t just enhance contentanymore. In 2012, images were the content, andpeople loved it. Brands need to embrace visualcontent to tell their stories in 2012 just like theglobal audience has.
6. Brand Crowdsourcing2013 should be the year for all brands to leveragethe collective voice of brand advocates and turntheir content and conversations into marketingopportunities. Leaving the crowd untapped is one ofthe biggest mistakes brand marketers could make inthe coming 12 months.
7. Brands as SocialInfluencersConsumers expect brands to use their money and their reach for social,environmental, and economic good. Corporate social responsibility isimportant to every company, but brand marketing executives should makepositioning their brands as social influencers a strategic priority in 2013.
8. Brand DataBig data, research data, competitive analysis data, consumer data, and everyother type of data you can think of will be included in marketers’ goals for
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2013. Turning that data into actionable metrics and initiatives will be themore challenging step, and it’s one that all brand marketers should beconcerned with in the coming 12 months and beyond.
9. Brand BehaviorUsing the data collected throughout the year, brand marketers will need toleverage behavioral targeting, particularly to increase ROI for digital andmobile marketing campaigns.
10. Branded ContentIn 2012, we saw a proliferation of branded content that had little focus andlacked clear strategy. Brand marketers who develop focused content planswith clear objectives in 2013 will reap the rewards that content marketing candeliver for many years to come.
What do you think are the most important brand marketing trends,opportunities, or challenges that should dominate 2013?
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