Penelope Bettison | Tuesday 19th March 2013
While researching the top trends to be mindful of this year, it was hard to distill a list relevant to our current clients, largely SME’s and some larger corporates and government, versus those that are simply inspiring but predominantly for the bigger budgets of global brands. So here are the first 4 that relate to us and our clients and our Part 2 will discuss 4 more, with an extra couple just for the wow factor.
1. Social Media grows up
Businesses have matured in their use of social media and rather than being overwhelmed by all the opportunities, many are refining their strategies to focus on the platforms that are appropriate for their brand and sector. Brands recognise that their social influence is not measured by their amount of activity but the value of it. The strategies are becoming more focused and creative.
More loyalty programs will emerge as brands are lead by the knowledge that their consumers are more connected and vocal about their opinions and experience than ever before. The focus is on retention of customers, rather than acquiring new.
A study released last week by Green Hat, in association with Association for Data-driven Marketing & Advertising (ADMA) looking at Business-to-Business (B2B) Marketing outlook in 2013, showed the growing trend in digital marketing overall. The gap between digital and traditional/offline marketing budgets reduced from 12% to 4% in 2013, indicating 2014 will see more spend on digital. Website/microsite development was rated as the highest digital tactic respondents would do more of in 2013 (77%), followed by email marketing (67%), then e-nurture marketing (personalised email content) and social media marketing (both 65%).
2. Social advertising can’t be ignored
While we don’t like to be bombarded with push marketing when on social media, the highly targeted statistics it offers, especially for smaller budgets cannot be ignored. If the content remains relevant and timely the formula can be incredibly powerful.
Enter social proofing trends – if my friends like it, I might too…or what am I missing out on?
3. Mobile is exploding
Last year Australians purchased more smart phones than PCs. It is predicated that tablets will be our primary device by 2015, with penetration in the Australian market at 26% in Nov 2012. And now we are hearing about “phablets” the hybrid of phone/tablets.
While 2012 was about mobile friendly websites, 2013 is about offering new value in mobile apps (new info, formats and resources).
The mobile explosion presents a few game changers for content and design. Not the least of which is that new designs will have to accommodate touch technology. Marketers need to be aware of the ever-increasing use of multiple screens and optimising content accordingly and using complementary content for each channel.
The Green Hat/ADMA study showed nearly two thirds (62%) of B2B marketers will do more/start mobile enablement of web, email and online communications in 2013.
4. Content & Inbound marketing
With all that’s has been said for social media and mobile, it is little wonder that content is such a buzzword right now. A study from ADMA and the US based Content Marketing Institute (CMI) shows that 96% of Australian Marketers are using content marketing. This is via the expected channels of websites, social media, e-newsletters and in-person events. They highlight the most popular social media channels used by marketers are Facebook (71%), Twitter and LinkedIn (both 67%).
It’s a focus on inbound marketing, drawing consumers to your brand through content, conversations and valuable resources without paying for traditional marketing.
A study released last week by Green Hat and ADMA shows that more than $1 in every $7 of B2B marketing budgets will be invested in content marketing.
The catch is, that many marketers haven’t mastered the writing or presentation style of such content. (Video content is an ongoing trend in 2013). Valuable content is a delicate mix of journalism, marketing and PR, but often fails due to marketers wanting to inject a sales tone. This is why many opt to engage a third party to assist with content creation. However in the search of great content, the mantra will be, “repurpose, repurpose, repurpose”.
With search engine algorithms changing constantly it is estimated that 30% of a websites ranking is based on onsite SEO factors, while 70% is from offsite SEO factors, such as social media, forums etc which create a buzz about your brand. Yet another reason to engage a strong content strategy.