+Challenges

Opportunities

10 Trends to Define Marketing in 2013Presented by Matt Graham

Chief Strategy Officer, SourceLink

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Trend 1- Display Becomes Addressable

• Anticipate a move from cookie-based ad targeting, and newer techniques- such as IP address targeting

• Cooperative efforts with MSPs like Gmail, Yahoo, etc. for online display targeting closer mirroring direct mail

What to expect:

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Trend 2- Direct Marketing Becomes Conversation

• Marketing automation systems become not only engines for personalization, but facilitate two-way dialog

• Texting will be linked more closely to response, which becomes conversational

• Links to online content change the channel, but continue the conversation

• Coordinated email and web content is then personalized using data collected throughout the interaction

What to expect:

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Trend 3- Smartphones and Tablets pass PCs

• Content is customized to each of 3 screens

• Consumer expectation is that content is available and optimized for their device of choice

• Web sites, email, and other mobile content are becoming more interactive

• Expect overall movement from PCs to mobile devices, using geolocation, touch gestures, and more engaging user interfaces

What to expect:

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Trend 4 – Social Becomes Measurable

• Mature tools and methodology measure social ROI

• Gamification and viral programs are still topical

• Social monitoring, ad targeting, and personalized call-to-action becomes more directly measurable and included in more mature attribution models

What to expect:

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Trend 5- Hyperpersonalization: the use of big data

• Marketing automation platforms will drive personalization beyond the practical limitation of traditional marketing cells

• Multivariate testing becomes a common term

• Messaging is becoming infinitely variable

• Many new challenges and opportunities come from this trend alone.

What to expect:

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Trend 6- Digital Mailboxes take root

• Around a half dozen companies are setting the pace and betting on consumer transition to digital mailboxes

• Direct marketing and advertising will follow within these platforms

• Targeting and relevancy will be supported through the transactional detail of the statements delivered to the digital mailbox

What to expect:

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Trend 7- Channel convergence becomes real

• Direct marketing messaging becomes conversation- channel crossover becomes necessary to manage

• Dialog begins on preferred channel; continuity through mobile, social, digital and mail channels

What to expect:

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Trend 8- Digital couponing and payment sways consumer decisions

• Traditional advertising methodology crosses over into direct marketing

• Targeting and personalizing offers allows direct marketing to make traditional coupons more relevant

• Combined with mobile consumer shopping and payment, marketers will drive real-time purchase decisions

What to expect:

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Trend 9- Direct mail survives, but not standalone

• Volume direct mail will remain key in consumer marketing and ROI

• Direct Mail marketing dollars will continue to shift to digital

• Digital integrated programs will support higher ROI from Direct mail as a multichannel approach

• Coordination between channels and timing is a crucial element, but Direct Mail will suffer as a standalone medium

What to expect:

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Trend 10- Big Data

• Expect to continue hearing about Big Data and planning for Big Data

• Making Big Data more action oriented will be crucial across disciplines

• Service providers who can help marketers make sense and bring order to disorganized data will move to high positions in the Marketing value chain.

What to expect:

For a more detailed breakdown of all of these topics stop by

www.sourcelink.com/blog/matt_graham