+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
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