10 Marketing Trends for 2013

Looking Ahead
The MarketingSavant Group
Social Media, Content and Marketing www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

10 Things in 2013

www.marketingsavant.com
The MarketingSavant Group 888.989.7771

“The most reliable way to anticipate the
future is to understand the present.”
-- John Naisbitt, Author of Megatrends (1982)


“2013 is not going to be "the year of the
[fill in the blank]." Instead, 2013 is going
to build on the digital accomplishments of
the past. Our industry is going to continue
its refinement based on consumer needs -
- and not a marketer's desire to make
something big happen.”
-- Peter Platt, iMedia Connection


1. MIND THE TECHNOGRAHPHICS
WHAT?
The ‘social customer’ is here and
they’re waiting for you to
engage with them. We need to
understand our customers not
just at the demographic level,
but also at the psychographic,
behavioral and technographic
levels.

HOW?
• Survey your customers –
what are they doing with
social media?
• Adapt your usage to meet
their habits

2. START WITH WHY / BACKSTORY
WHAT?
Organizations have discovered
that sharing the “Why” about
your organization is a powerful
differentiator and that telling
that story with a consistent
focus on “behind the scenes”
through social media is a
powerful way to differentiate.

HOW?
• Tell your story
• Use Facebook Timeline
• Answer questions directly
• Start with “Why”!


3. HUMAN SOCIAL MEDIA
WHAT?
People buy from people and
software is so 2011. As
companies wake up to the
power of social media, customers are demanding fundamentally
more human businesses and
use social networking to get to
real employees who will engage
with them.

HOW?
• Employee social media brands
• Real answers to questions
• Blog as yourself
• Get real – Demonstrate empathy, be authentic and focus on
collaboration

4. THE VISUALIZATION OF EVERYTHING
WHAT?
Infographics have become digital
currency. The love affair with
visualization is far from over,
especially with things like
Instagram and Pinterest. Telling
a visual story puts you on the
fast path to positive word of
mouth.

HOW?
• Create infographics for your
industry
• Share visuals of EVERYTHING
• Embed visuals in all content


5. SOCIAL AMPLIFIES EVERYTHING
WHAT?
Corporations around the world
are hamstrung by a lack of
integration (of everything).
Social media is just one area
where meanginful integration
leads to a multiplier effect in
results that goes way beyond
the incremental.

HOW?
• Evaluate marketing
touchpoints for social opps.
• Plan social media as part of
your strategy


6. INBOUND IS IT
WHAT?
Inbound marketing is a set of
marketing strategies and
techniques focused on pulling
relevant prospects and
customers towards a business.
Inbound the way buyers make
purchasing decisions today -
using the Internet to seek out
products and services.

HOW?
• Build Inbound Channels
• Embrace Thought Leadership
• Push less, pull more


News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers

Infographics
Comment Marketing

Social Networks
Online Video
INBOUND MARKETING!
Forums (AKA “free” traffic sources) Webinars

Social Bookmarking Word of Mouth

Direct/Referring Links Podcasting

Type-In Traffic Q+A Sites


7. IN WE, WE TRUST
WHAT?
Media was the only category to
‘gain’ in the Edelman Trust
Barometer in 2012, save for
‘trusting peers in social media.’
The value of co-created content
and social media interactions
has never been higher.

HOW?
• Embrace social media and
empower your customers AND
EMPLOYEES to share your
content
• Create content worth sharing
(educate, inform, assist or
entertain)

8. FOMO TURNS TO JOMO
WHAT?
Every second, 694,445 queries are
entered into Google search and
20,000 new posts are added on
Tumblr. Consumers, however, are
turning away from information
addiction and the brands that help
cut through the clutter are
winning.

HOW?
• Act as a credible industry filter
– focus on customer
information ‘needs’
• Apps, curation sites and
mobile-only sites can help

9. SOCIAL IS NOT A DEPARTMENT
WHAT?
The true social enterprise
goes far beyond marketing to
add value in Finance, Human
Resources, Operations,
Communications, Customer
Service, Information
Technology, and Sales.

HOW?
• Deploy social in likely-to-
succeed areas (HR)
• Involve sales in the social
media strategy
• Turn customer service onto
social channels

10. THE DEATH OF THE QR CODE
WHAT?
The QR code has struggled for
years to gain adoption. It's a
simple idea: QR codes gave us
the ability to quickly get to
detailed information by simply
scanning a graphic. Great
concept -- but a horrible
experience for a variety of
reasons.

HOW?
• Ignore them (unless code
scanning becomes native in
devices and marketers
really use them for the
intended purpose)

10 Marketing Trends for 2013

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