Digital Marketing Trend Projections for 2013
Change is constant and in the digital marketing arena this is only accelerated. As we approach 2013, it’s worthwhile for businesses to look ahead and consider emerging tech trends that could benefit their business.
Here’s a roundup on some key emerging trends:
Social Media Marketing Goes Mainstream
Social media marketing gained an exceptional amount of steam in 2012, as parties ranging in size from international brands to local businesses jockeyed to start (or grow) their efforts and social presence. As 2013 looms, social media marketing is set to become a top priority marketing tactic. Businesses recognize that social networks are where their targeted customers are spending huge amounts of time. With this knowledge, prepare to see marketers shift their dollars to the social arena, in order to best reach new customers and grow existing customer loyalty.
Consumers Become the Marketer
With changes in search engine ranking algorithms by Google, and the rise of social media, the shift from SEO link building to online content marketing will grow. Digital marketers have said that “content is king” for what seems like ages, but a new trend is emerging where both king and queen tango — and the queen is consumer engagement multiplication. Great content is always necessary, but the need and potential of engaging consumer messengers moves to the forefront in the year ahead. Consumer messengers are influencers who have the ability through their social sharing to take content messages to their own networks and to the masses, greatly extending the reach of brand marketing efforts.
Gaming Goes Mainstream
The rise of gamification, rewards as part of participating, will become more mainstream. Gaming isn’t new, of course, and it’s been an end in itself where in-game purchases are made of marketed products. In 2013, though, game strategies will extend further into the everyday marketing sector as a significant strategy, not just within the online game industry. Tools for social networks that have a game component – and that incentivize social sharing as part of the promotions – will be on the rise as research shows consumers respond to them.
Cross-Social Network Promotions
Social marketing promotions will reach across platforms, bringing two or more social networks into play during a promotion. Instead of relying just on Facebook, promotions will grow by incorporating additional social networks intertwined in a promotion. We’re already seeing promotions that are based on a Facebook page, but require a Pinterest, Twitter, or Instagram-integrated component as part of the entry and participation process.
Rise of SoLoMo Opportunities
SoLoMo, the intersection of social, local, and mobile marketing efforts, will hit the mainstream. Tools to offer location-based specials will be widely available. While in-store, businesses can utilize QR codes and signage to drive users to their social sites for further connection.
The evolution of digital marketing continues, and the savviest marketers have already benefited from recognizing consumers’ eagerness to share content on social media; interact with their preferred brands; and receive rewards for sharing marketing messages. The trends outlined here are no longer experimental — they are gaining steam so plan ahead to get your business in the mix!