Six Big Things to Watch in Marketing in 2013

Transcription

1 Six Big Things to Watch in Marketing in

2 Technology is the catalyst for new marketing trends 2

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6 Technology isn t inventing completely new things it s inventing new expectations about things we ve always done. 1. I don t have to be known personally to get personalized service and products. 2. I don t have to do business with you for years to get personalized services and products. 3. I don t have to pay extra to get personalized services and products 4. I don t have to know someone who s done business with you to get their opinion about your services or products or to give them mine. 6

7 In this new world, cutting through the clutter is not about using technology to be louder or cooler, it s about using technology to meet new expectations 7

8 Six Trends To Watch in

9 1. Back to the Future Content is King 9

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14 Seven rules for content marketing 1. Teach: Think informational first, not promotional. Provide content in short episodes to keep people wanting more. 2. Tap experts: Use thought leaders in your industry to create videos, blog entries, and other content for your target audience. 3. Make it easy: Remove barriers to engagement. Make it easy for people to subscribe to your content, share your content, and contribute their own content. 4. Repurpose: Find multiple uses for each piece of content. For example, a video can be shared on YouTube, cut down to a shorter clip for Facebook, and have the audio used in a podcast. 5. Create clear takeaways: Reinforce key concepts and themes within messaging. Always include a call to action, such as an invitation to request more information. 6. Track: Analyze how users discover, consume, and share your content. 7. Bridge online and offline content: Create content in an offline environment for example at an event and then turn it into digital content so it can live on after the event. 14

15 2. Using big data to drive marketing decisions 15

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17 Technology allows us to incorporate larger and more complex data sets into our analytics 17

18 Sophisticated analysis can help determine the impact of media interaction, leading to informed budget reallocation decisions 18

19 Big Data is about: Volume: Velocity: Variety: Large amounts of data Needs to be analyzed quickly Different kinds of data sets 1. Every two days, we create as much information as we did from the dawn of time to Eric Schmidt, Google 2. Today, consumer data is primarily used by companies to tailor marketing products, services and messages to a specific audience. In the future, consumers will turn that around and use their data to focus and choose the marketing activities to be directed to them. 3. Data will move from providing information to insights, especially real-time insights that can be capitalized on quickly and opportunistically 4. Data analytics will increasingly fulfill its potential to increase revenue, maximize profitability increase customer satisfaction Improve media allocation decisions 19

20 3. It s all about me 20

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25 Data doesn t just allow the opportunity to personalize an experience, it has created the expectation that experiences will be personalized. Consumers will increasingly expect personalization in every dimension/context Gender Name Time Passions/preferences Prior business relationship Location 25

26 4. Campaigns give way to Real Time Marketing 26

27 Real-time marketing delivers what marketers want most and turbo charges other efforts Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.

28 Customers have opinions you must listen and act, and respond 28

29 Gatorade monitors social conversations from a dedicated room Gatorade s Social Media Command Center is a war room for monitoring the brand in real-time across social media.

30 Brand-centric campaigns will give way to always on marketing, responsive to consumers, context and the environment 1. Real time marketing is about relevancy, achieved through listening to and anticipating consumer needs. 2. Brands must: a) Have systems and processes in place to listen, measure, and respond. b) Let conversation instruct creative design and strategy. c) Use insights to be proactive. d) Allows insights to facilitate personalization and resonance. 3. An always-on organization starts with man power and a structured staff 30

31 5. The Year of Mobile (again) 31

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34 Global Mobile Traffic Growing Rapidly to 13% of Internet Traffic 34

35 An impressive 29% of U.S. adults own a tablet or e-reader, up from 2% less than 3 years ago 35

36 Mobiles + Tablets = 24% of online shopping on Black Friday in 2012 (vs. 6% 2 years ago) 36

37 Treat mobile as a strategic priority by implementing a multiyear strategy 1. Marketers will realize that mobile requires a total shift in their marketing approach 2. Tablets will be the biggest short-term disruptors 3. Mobile platforms will be the catalyst for next generation connected experiences 4. Sophisticated analytics wrapped around big data will power smart apps 5. The role of mobile marketing manager will emerge 6. Responsive design becomes standard for Web development due to the variety of mobile devices 2013 Forrester Research 37

38 6. Brand storytelling continues to evolve 38

39 Technology hasn t changed the way we re wired as humans. 1. A story is just data with a soul Brene Brown 2. In 2013, there will be more opportunities than ever to tell a brand s story across a variety of channels. 3. The growth of big data and new technologies in 2013 will drive a brand s story at a strategic level as much as it will drive brand activities at a tactical level. 4. Visual storytelling will leverage technology to meet consumers expectations a) Pinterest and YouTube is at the forefront of this trend 39

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