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Last week a great article from Entrepreneur.com was written on what the top 10 digital marketing trend predictions were for 2013. Many things have been bubbling to the surface in 2012, and now it is time to take a look at these various tools and leverage them more fully in 2013.
I’ve included a summary below:
1) Mobile: No longer is it enough to have a mobile site. Users are finding your site on mobile, now you must figure out what they need from you via mobile and provide them true value. If you don't, they will look elsewhere.
2) Attribution Marketing: In order to fully understand the effectiveness of your marketing spend, you can no longer only look at your “last click”. Users are touched by multiple marketing pieces across many marketing channels. Every industry is different, but it is important to learn how valuable each marketing channel is to your business, and evaluate the effectiveness of your marketing more accurately by counting how each piece is adding to your sales and leads.
3) Gamification: We all know that people love to play games. But how can non-game companies use game concepts to engage users and produce more revenue? This is the question for marketers to answer in 2013.
4) “Free” Inbound Marketing: We have all heard the term, “content is king”. And content marketing is a large part of inbound marketing, which is the ability to use unpaid methods to drive traffic to your website. While you still need to pay someone to write content, this is the method where content is created, and then people are driven to the website with the compelling content, to engage in conversation with the company or with each other, and/ or share the content with their networks. All of these are organic methods to generate traffic that builds value for a brand and website's SEO value. It takes time, thought, and a sound strategy, but that is all well worth it because builds long-term value.
5) Data Visualization: As companies, we all want our prospects to trust us, right? One of the ways to convey knowledge and gain trust is by sharing data that proves a point. However numbers and 1s and 0s are boring — the ability to take data and let it tell a story in a compelling way is a challenge and an opportunity for marketers.
6) Loyalty Marketing: We all know that it is more expensive to gain a new customer than to keep an old one. In 2013, loyalty marketing will become a larger focus across the board for companies, as they focus on delighting their customers to create fans that will talk about their experiences, as well as come back as repeat buyers.
7) Brand Social Influence: Facebook, Twitter, Pinterest, blogs — where are conversations occurring about your brand? Find out, go, and participate — add value to the conversations there, in addition to starting conversations of your own within social networks, and adding content and value to your fans there. In this way, you become a part of users’ everyday conversations and your brand stays top of mind.
8) Marketing Analytics: It is no longer good enough to just understand your website analytics. Optimizing your website is the last mile. In order to truly get the most value out of your marketing dollars, you must also understand the effectiveness of your marketing channels and activities, and optimize your spend accordingly. See my presentation from DD13 on The Metrics That Matter for a introduction into what this means and how to get started.
9) Design: We have always known that first impressions matter a lot, and that holds true online as well. Digital / graphic design is a skill set that has been growing tremendously over the past few years, both in the numbers of people available with these skills and the various tools that are available. If you have not invested in true design resources, 2013 is the time to step up your game. This applies to web, social, print, in-store pieces, etc.
10) Local Marketing: Local businesses now have a variety of tools available to to them that are effective and affordable, and 2013 will bring even more. There are also more portals that are focusing on Local and these are becoming more popular with users, such as Google+ Local, Yelp,, etc. Leveraging online as a marketing channel is new to many smaller local businesses, and they will need to figure out how to leverage online to drive customers through their doors. The ones that figure it out first will be able to put themselves ahead of those that do not.
Source: The full article is available here