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2013 Digital Trends Infographic

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The digital world changes quickly. Sometimes, so fast it’s difficult to know which marketing channels to focus on in order to maximise ROI and improve sales/leads.

Our infographic gives you a glimpse into the 5 key areas that companies and digital marketing agencies will focus on in 2013.

2013 Digital Trends - Infographic by Xanthos

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The Transcript

We’ve included a transcript of the infographic’s content in case you’re having trouble viewing it.

2013 Digital Trends

Which marketing channels are taking the lead in 2013 and what can you do about it?

The top 5 marketing priorities for 2013 are:

  • Content marketing
  • Social engagement
  • Conversion rate optimisation
  • Targeting and personalisation
  • Mobile optimisation

Content Marketing

In 2012 29% of companies rated content marketing as important

In 2013, that number jumped to 39%

Who has responded to this?

Coca-Cola’s 2020 advertising strategy puts content at its core. Try ‘content planning’. Coca Cola applies a 70/20/10 investment rule to content creation.

  • 70% is low-risk, core content relevant to their brand
  • 20% is spun-off from what has already worked within the 70% by optimising and innovating
  • And the remaining 10% is high-risk, experimental content that can become tomorrow’s 70% or 20%.

The challenge: create content which is:

  • Relevant, shareable and reusable
  • Adaptive
  • User and context sensitive
  • Enriched socially

Social Engagement

Important for 54% of companies in 2012

In 2013 important for 37% of companies

Social media analytics low in the pecking order – 9% for companies dropped from 19% in 2012.

The challenges:

  • Defining and valuing engagement
  • Social maintenance
  • Building cross-departmental bridges
  • Making sense of all the data
  • Separating the wheat from the chaff
  • Correlating social trends with other data.

Conversion Rate Optimisation

In 2012 CRO was important for 34% of companies.

In 2013 CRO is important for 39% of companies.

Small changes can translate into significant financial gains.

Things to do:

Try to align past purchase data with web analytics information to find the connection between conversion and content consumption.

The challenge:

Understand what’s happening in the whole ecosystem of content and social in order to make tactical changes to increase conversion and revenue.

Targeting and personalisation

52% of marketers say the ability to personalise content is fundamental to their online strategy

The challenge will be to find a way to place customised messages in front of a consumer so that they are seen as valuable instead of intrusive.

Rarely used but powerful methods of personalisation include:

  • Purchase history data – only leveraged by 21% of marketing organisations but of those that use it, 77% say it has a ‘high impact on ROI’
  • Behaviour data – currently employed by 20% of respondents but of those, 68% report strong ROI from it.
  • Social graph data – currently only 6% use it, while of those that use it, 88% give it high marks for ROI.

Mobile optimisation

56% of companies say that in 2013 they need to understand how mobile users research/buy products. This is up from 47% last year. Only 14% of companies say this is not important.

44% of consumers always research purchases online before actually buying in-store

52% sometimes check online before buying in-store

This means: Every web page, shopping cart and piece of rich content must work well on any device in any location.

The Conclusion:

Content Marketing is the Winner!

The takeaway message:

Create quality content. Here are a few ideas to get you started:

  • Infographics
  • Blog Posts
  • Case Studies
  • Website Content
  • Social Media Content
  • Rich Content
  • Webinars
  • Ebooks
  • Whitepapers
  • Videos

Need help developing your content marketing strategy?  Get in touch with Xanthos Digital Marketing. We will walk you through the process.

Sources:

Econsultancy: Quarterly Digital Intelligence Briefing: Digital Trends for 2013 in Association with Adobe

Infographic created by: Xanthos Digital Marketing

About Candice Landau

Candice Landau is an Internet Marketing Executive and Digital Marketing Blogger for Xanthos. If you've got any questions get in touch with a tweet or a facebook message. @XanthosDigital

Comments

  1. I believe mobile marketing will play an important role in upcoming years. Even in the last 2 years I have seen many companies getting a lot of benefit from it.

    • Candice Landau says:

      Hi David,

      Yes, and we’re seeing the same thing. Even the fact that PC and laptop sales were down by 20% in the first quarter of 2013 is indicative of the fact that people are moving toward mobile and tablet devices.

      This is definitely a channel to keep your eye on!

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