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2013 Digital Trends

Top priorities for Top priorities for Digital



Companies Marketing Agencies





Content Marketing 39% Content Marketing 38%



Conversion Rat Optimisation 39% Mobile Optimisation 38%



Social Media Engagement 38% Social Media Engagement 37%



Targeting and Personalisation 37% Targeting and Personalisation 33%



Content Optimisation 31% Conversion Rate Optimisation 33%



Mobile Optimisation 30% Joining Online / Offline data 22%



Brand Building / Viral Marketing 26% Social Media Analytics 22%



Joining Online / Offline data 24% Brand Building / Viral Marketing 21%



Marketing automation 11% Content Optimisation 21%



Video Marketing 9% Marketing sutomation 12%



Social Media analytics 9% Video Marketing 9%



Connected TV 0% Connected TV 3%





Top 5 marketing priorities for 2013:





1 Content marketing



2 Social media engagement



3 Conversion rate eptimisation



4 Targeting and personlisation



5 Mobile optimisation



1 Content marketing





In 2012 29% of companies Who has responded to this?



rated content marketing

Coca-Cola's 2020 advertising strategy puts

as important. In 2013 that content at its core. Coca-Cola applies

a 70/20/10 investment rule

number jumped to 39% to content creation.







10% is high-risk,

experimental content that can

The Challenges: 100 become tommorrow's 70% or 20%

10%

90

20% 20% is spun-off, from

80 what has already worked within

and innovating

Create content which is: 70



. Relevant, shareable and reusable 60



. Adaptive 50

70%

. User and context sensitive 40



. Enriched socially 30 70% is low-risk, core

content relevant to their brand

20



10



0





2 Social engagement





Social media analytics

Important 37% low in the pecking

order - 9% for companies

for of companies dropped from 19% in 2012.



in 2013





54%



of companies The challenges:



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





3 Conversion rate optisimisation





In 2013 CRO



is important



for



39% of companies.

In 2012 CRO Small



was important changes



for 2013 can



translate into

34% of companies.

significant



2012 financial



gains.





The Challenges:





Understand what's happening Try this...



in the whole ecosystem of content



and social in order to make tactical Try to align past purchase data



changes to increase conversion with web analytics information



and revenue. to find the connection between



conversion and content



consumption.





4 Targeting



and personalisation





52%



of marketers Rarely used but powerful



say the ability methods of personalisation



to personalise include:



content is



fundamental



to their online



strategy . 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





The challenges:





Find a way to place customised messages in front



of a consumer so that they are seen as valuable instead



of intrusive.





5 Mobile



optimisation



56%



of companies



say that in 2013



they need



to understand 44%



how mobile of consumers



users always research



research/buy purchases online



products. before actually



This is up buying in-store



from 47%



last year.



Only 14%



of companies



say this is not important.

52%



sometimes



check online



before



buying



in-store





Every web page,



shopping cart



and piece



of rich content must work



well on any



device



in any



location.





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





x* Need help developing



your content marketing



strategy?



Get in touch





Xanthos Digital Marketin





We will walk you through the process.

2013 Digital Trends

shared by candylandau on Feb 26, 2013 in Business

2013 Digital Trends

shared by candylandau on Feb 26, 2013 in Business

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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 glimps...
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