5 digital trends that are cresting in 2013 and which one to pick off and focus on.

1. Five Trends – creeping & cresting & what to do

3. 5 facts to be aware of in 2013

4. 1. Absolute convergence of Social, Local & Mobile

5. 2. Ambassadors – the new Brand Managers
• Evangelists build brands
• Use them to spread your
messages at light speed, with
authority
• Ambassadors know
ambassadors
• Your social media is starving
• The brand Ambassadors will
help you feed it

6. 3. Big Data
drawing insight from new sources
• 10% is structured, 90% is unstructured
• It’s primarily ‘human information’
– Emails
– Videos
– Posts / tweets
– Call centre transcripts
– Et al
• Name, address, email address are hygiene
• Transaction data is merely factual data
• Big Data spots early trends & insights

7. 4. Content/Inbound Marketing will rule supreme
User-Driven
Demand Creation
and Reputation
Technology
Value-Added
Content

8. 5. Cost considerate customers
• Macro economic factors
• Internet empowers
• Savvy shoppers
• Deals = shared/encouraged
• Shrewd is the new lavish

9. Hmmm…
…so

10. Where should I start?

11. Two options…
– 1. Spend more on advertising / media
• Bigger cheque book
2. Get smarter with what you’ve got
• Website
• Content

12. Normal +10% each step
Visitors$to$your$site$ Visitors$to$your$site$
100,000$ 110,000$
50%$ 60%$
View$your$promo0on$ View$your$promo0on$
50,000$ 66,000$
60%$ 70%$
Decide$to$buy$ Decide$to$buy$
30,000$ 46,200$
50%$ 60%$
New$Sales$ New$Sales$
15,000$ 27,720$
Standard%Conversion%Model% 84.8%%increase%

13. “Take everything you do and improve everything by one percent”

14. Zero in on Content Marketing

15. Content Marketing = increased leads & sales

16. It doesn’t take long and you’re doing some already!

17. Reuse is permitted – continual replication is not

18. Source: www.ZooberTraining.co.uk
Starting point is an audit / review to plan next steps

19. For 2013 focus on…
• Driving more from what you’ve got now
• Being Social, Local & Mobile – being authentic
• Targeting social data as well as the classic stuff
• Recruiting external spokespeople
• Your customers - because they are always getting
smarter!

20. Summary
• There are big ideas coming this year
• Use the ones relevant to your business & customers only
• Be useful, timely and relevant – always
• Kick-off with a review
• Get busy planning & executing

21. Planet%9%
Gray@PlanetE9.co.uk$
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@Planet9_Agency%
@GrayDudek%
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www.PlanetE9.co.uk$