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.
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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
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
- User and context sensitive
- Enriched socially
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.
- 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.
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.
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.
Content Marketing is the Winner!
The takeaway message:
Create quality content. Here are a few ideas to get you started:
- Blog Posts
- Case Studies
- Website Content
- Social Media Content
- Rich Content
Need help developing your content marketing strategy? Get in touch with Xanthos Digital Marketing. We will walk you through the process.
Infographic created by: Xanthos Digital Marketing