10 marketing trends for 2013

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Looking Ahead Social Media, Content and Marketing 10 Things in 2013


www.marketingsavant.com

888.989.7771

[email protected]



“The most reliable way to anticipate the future is to understand the present.”

-- John Naisbitt, Author of Megatrends (1982)



“2013 is not going to be "the year of the [fill in the blank]." Instead, 2013 is going to build on the digital accomplishments of the past. Our industry is going to continue its refinement based on consumer needs -- and not a marketer's desire to make something big happen.”

-- Peter Platt, iMedia Connection



1. MIND THE TECHNOGRAHPHICS WHAT? The ‘social customer’ is here and they’re waiting for you to engage with them. We need to understand our customers not just at the demographic level, but also at the psychographic, behavioral and technographic levels.

HOW?

• Survey your customers – what are they doing with social media?

• Adapt your usage to meet their habits



2. START WITH WHY / BACKSTORY WHAT? Organizations have discovered that sharing the “Why” about your organization is a powerful differentiator and that telling that story with a consistent focus on “behind the scenes” through social media is a powerful way to differentiate.

HOW?

• Tell your story

• Use Facebook Timeline

• Answer questions directly

• Start with “Why”!



3. HUMAN SOCIAL MEDIA WHAT? People buy from people and software is so 2011. As companies wake up to the power of social media, customers are demanding fundamentally more human businesses and use social networking to get to real employees who will engage with them.

HOW?

• Employee social media brands

• Real answers to questions

• Blog as yourself

• Get real – Demonstrate empathy, be authentic and focus on collaboration



4. THE VISUALIZATION OF EVERYTHING WHAT? Infographics have become digital currency. The love affair with visualization is far from over, especially with things like Instagram and Pinterest. Telling a visual story puts you on the fast path to positive word of mouth.

HOW?

• Create infographics for your industry

• Share visuals of EVERYTHING

• Embed visuals in all content



5. SOCIAL AMPLIFIES EVERYTHING WHAT? Corporations around the world are hamstrung by a lack of integration (of everything). Social media is just one area where meanginful integration leads to a multiplier effect in results that goes way beyond the incremental.

HOW?

• Evaluate marketing touchpoints for social opps.

• Plan social media as part of your strategy



6. INBOUND IS IT WHAT? Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business. Inbound the way buyers make purchasing decisions today - using the Internet to seek out products and services.

HOW?

• Build Inbound Channels

• Embrace Thought Leadership

• Push less, pull more


Blogs + Blogging

Comment Marketing

News/Media/PR SEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

INBOUND MARKETING! (AKA “free” traffic sources)

Direct/Referring Links

Type-In Traffic

Email



7. IN WE, WE TRUST WHAT? Media was the only category to ‘gain’ in the Edelman Trust Barometer in 2012, save for ‘trusting peers in social media.’ The value of co-created content and social media interactions has never been higher.

HOW?

• Embrace social media and empower your customers AND EMPLOYEES to share your content

• Create content worth sharing (educate, inform, assist or entertain)



8. FOMO TURNS TO JOMO WHAT? Every second, 694,445 queries are entered into Google search and 20,000 new posts are added on Tumblr. Consumers, however, are turning away from information addiction and the brands that help cut through the clutter are winning.

HOW?

• Act as a credible industry filter – focus on customer information ‘needs’

• Apps, curation sites and mobile-only sites can help



9. SOCIAL IS NOT A DEPARTMENT WHAT? The true social enterprise goes far beyond marketing to add value in Finance, Human Resources, Operations, Communications, Customer Service, Information Technology, and Sales.

HOW?

• Deploy social in likely-to-succeed areas (HR)

• Involve sales in the social media strategy

• Turn customer service onto social channels



10. THE DEATH OF THE QR CODE WHAT? The QR code has struggled for years to gain adoption. It's a simple idea: QR codes gave us the ability to quickly get to detailed information by simply scanning a graphic. Great concept -- but a horrible experience for a variety of reasons.

HOW?

• Ignore them (unless code scanning becomes native in devices and marketers really use them for the intended purpose)



Looking Ahead Social Media, Content and Marketing 10 Things in 2013


www.marketingsavant.com

888.989.7771

[email protected]

10 marketing trends for 2013

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