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 Which marketing channels are taking the lead in 2013? What can you do about it? Top priorities for Companies Top priorities for Digital Marketing Agencies Content Marketing 39% Content Marketing 38% Conversion Rate 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% 9% Video Marketing Marketing automation 12% Social Media analytics 9% Video Marketing 9% Connected TV 0% Connected TV 3% Top 5 marketing priorities for 2013: O Content marketing 2 Social media engagement 3 Conversion rate optimisation O Targeting and personalisation 6 Mobile optimisation 1 Content marketing In 2012 29% of companies rated content marketing Who has responded to this? as important. In 2013 that number jumped to 39% Coca-Cola's 2020 advertising strategy puts content at its core. Coca-Cola applies a 70/20/10 investment rule to content creation. 10% is high-risk, 100 The challenges: 10% experimental content that can become tommorrow's 70% or 20% 90 20% what has already worked within the 70% by optimising and innovating is spun-off, trom 20% 80E Create content which is: 70 Relevant, shareable and reusable Adaptive 60 User and context sensitive 50 Enriched socially 70% 70% is low-risk, core 40 content relevant to their brand 30 20 10 2 Social engagement Important 37% for Social media analytics low in the pecking order – 9% for companies dropped from 19% in 2012. of companies 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 optimisation In 2013 CRO is important for 39% of companies. In 2012 CRO was important Small changes for 2013 can 34% of companies. translate into significant financial 2012 gains. The challenges: Understand what's happening in the whole ecosystem of content Try this. Try to align past purchase data with web analytics information to find the connection between and social in order to make tactical changes to increase conversion and revenue. conversion and content consumption. e Targeting and personalisation 52% Rarely used but powerful methods of personalisation include: of marketers say the ability to personalise content is fundamental to their online • 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' strategy • 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 how mobile 44% of consumers always research purchases online before actually buying in-store users research/buy products. This is up 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 Need help developing your content marketing strategy? Get in touch Xanthos Digital Marketing We will walk you through the process. Sources: xanthos Econsultancy Digital Marketing Excelence Econsultancy Quarterly Digital Intelligence Briefing: Digital Trends for 2013 in association with Adobe Infographic by e-xanthos Xanthos is a digital marketing agency that specialises in ecommerce, web design, development and digital marketing. digital marketing we care more www.e-xanthos.co.uk @XanthosDigital << 2013 DIGITAL TRENDS Which marketing channels are taking the lead in 2013? What can you do about it? Top priorities for Companies Top priorities for Digital Marketing Agencies Content Marketing 39% Content Marketing 38% Conversion Rate 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% 9% Video Marketing Marketing automation 12% Social Media analytics 9% Video Marketing 9% Connected TV 0% Connected TV 3% Top 5 marketing priorities for 2013: O Content marketing 2 Social media engagement 3 Conversion rate optimisation O Targeting and personalisation 6 Mobile optimisation 1 Content marketing In 2012 29% of companies rated content marketing Who has responded to this? as important. In 2013 that number jumped to 39% Coca-Cola's 2020 advertising strategy puts content at its core. Coca-Cola applies a 70/20/10 investment rule to content creation. 10% is high-risk, 100 The challenges: 10% experimental content that can become tommorrow's 70% or 20% 90 20% what has already worked within the 70% by optimising and innovating is spun-off, trom 20% 80E Create content which is: 70 Relevant, shareable and reusable Adaptive 60 User and context sensitive 50 Enriched socially 70% 70% is low-risk, core 40 content relevant to their brand 30 20 10 2 Social engagement Important 37% for Social media analytics low in the pecking order – 9% for companies dropped from 19% in 2012. of companies 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 optimisation In 2013 CRO is important for 39% of companies. In 2012 CRO was important Small changes for 2013 can 34% of companies. translate into significant financial 2012 gains. The challenges: Understand what's happening in the whole ecosystem of content Try this. Try to align past purchase data with web analytics information to find the connection between and social in order to make tactical changes to increase conversion and revenue. conversion and content consumption. e Targeting and personalisation 52% Rarely used but powerful methods of personalisation include: of marketers say the ability to personalise content is fundamental to their online • 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' strategy • 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 how mobile 44% of consumers always research purchases online before actually buying in-store users research/buy products. This is up 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 Need help developing your content marketing strategy? Get in touch Xanthos Digital Marketing We will walk you through the process. Sources: xanthos Econsultancy Digital Marketing Excelence Econsultancy Quarterly Digital Intelligence Briefing: Digital Trends for 2013 in association with Adobe Infographic by e-xanthos Xanthos is a digital marketing agency that specialises in ecommerce, web design, development and digital marketing. digital marketing we care more www.e-xanthos.co.uk @XanthosDigital <<