{"id":792,"date":"2012-12-28T03:26:48","date_gmt":"2012-12-27T20:26:48","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=792"},"modified":"2012-12-28T03:26:48","modified_gmt":"2012-12-27T20:26:48","slug":"5-marketing-trends-that-will-impact-2013","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2012\/12\/28\/5-marketing-trends-that-will-impact-2013\/","title":{"rendered":"5 Marketing Trends that will Impact 2013"},"content":{"rendered":"

\"2013-year-282x309\"<\/a>
One thing is abundantly clear. The pace of technology and buyer behavior transformation continues unabated.\u00a0 Assessing their impact on marketing strategies makes for tough annual planning on the right formula to connect with buyers.<\/span><\/p>\n

Three big trends will affect marketing planning in 2013.\u00a0 These trends changing the face of marketing once again:<\/span><\/p>\n

1. Digital Marketing Gets Redefined and Matures<\/span><\/b><\/p>\n

About five years ago, the term digital marketing began to appear.\u00a0 A phrase intended to identify the use of Internet related mediums to market to customers.\u00a0 As we head into 2013, it is taking on new meaning.\u00a0 More and more, well-informed marketing organizations will begin to view digital marketing through the prism of an ecosystem. <\/span><\/p>\n

There has been a proliferation of tools and channels.\u00a0 We are only beginning now to see how the pieces begin to come together.\u00a0 What we have been learning is that disparate specialty in areas such as email marketing, social media, search engine marketing, mobile, and\u00a0content marketing<\/a> need to have a master plan. <\/span><\/p>\n

An important step to take for 2013 is to bring these together into a comprehensive digital marketing strategy that best connects with your customers.\u00a0\u00a0Bring all the parties together and develop the master plan.<\/span><\/p>\n

2. Branding Resurges<\/span><\/b><\/p>\n

The power of brand will resurge in 2013 as a dominating force.\u00a0 With eyeball impressions and interactions the new precious commodity in the world of digital marketing, the brand must create an experience.\u00a0 Brand visualization, in the context of the digital world, will grow.\u00a0 The aim being that the brand communicates trust, influences, and leads to an action. <\/span><\/p>\n

This is an important consideration:\u00a0\u00a0if your visual brand cannot communicate the essence of who your company is, all the content you write may amount to a dump in the digital bytes landfill.<\/span><\/p>\n

3. Integrated Marketing Campaigns Take Center Stage<\/span><\/b><\/p>\n

Campaigns can be costly.\u00a0 When they do not add up, this can be painful – in the sense that you have shot your allocated resources on the wrong channels.\u00a0 Look for more focus in 2013 on how to leverage different channels and integrate campaigns.\u00a0 When developing campaigns, how integrating social media, content marketing, mobile, web, and newer emerging channels into the campaigns will leverage cost yet yield more results becomes a key driver.<\/span><\/p>\n

4. Fusion of CMO and IT<\/span><\/b><\/p>\n

Powering the new engines of marketing, as we saw in 2012, is becoming big business.\u00a0 Oracle\u2019s recent acquisition of Eloqua for $871 million puts the definitive statement on this trend.\u00a0 I am not sure what this means entirely at this early stage but it sets up a potential collision between the CMO and IT.\u00a0 IT related software and infrastructure needs for the new marketing engine are going to grow exponentially.\u00a0 There are bound to be tension points arising here on who has the final say on what funds go where and who owns the budget for IT improvements. <\/span><\/p>\n

Here is a suggestion for 2013 – get this out on the table and start meeting with IT now.\u00a0 The use of technology will grow in marketing, there will be more merges and acquisitions, and look for more emerging SaaS end-to-end solutions in 2013.\u00a0\u00a0Get chummy with your CIO and figure this out.<\/span><\/p>\n

5. Nurture Marketing Expands<\/span><\/b><\/p>\n

We have seen a growth in 2012 in the concept of\u00a0lead nurturing<\/a>.\u00a0 The objective of course is to convert leads and opportunities into paying customers.\u00a0 Look for nurture marketing to expand in 2013.\u00a0 We will see new ways to explore the concept of nurturing across the entire customer relationship spectrum.\u00a0 Effective marketers will begin to see that lead nurturing alone is too narrow of a scope. <\/span><\/p>\n

Retaining customers and creating long lasting customer loyalty is still one of the mother lode goals of marketing and sales.\u00a0 Look for marketing to play a greater role in \u2013 as well as assume responsibility for \u2013 top and middle of the funnel nurturing as well as post funnel nurturing strategies.<\/span><\/p>\n

There is little doubt that 2013 will be another formative year of transition for marketing.\u00a0 These trends give a clue on how to stay ahead and make an impact.\u00a0 The roadmap looks like this:<\/span><\/p>\n

Develop a comprehensive digital marketing strategy and plan<\/span><\/p>\n

Evaluate your brand for the ability to visualize what your brand is all about in the digital world<\/span><\/p>\n

Learn how\u00a0buyers behave<\/a> and engage in different channels<\/span><\/p>\n

Develop integrated and cross-channel campaign strategies and plans<\/span><\/p>\n

Go to lunch with your CIO and start working on ways to deal with the infusion of heavy IT into the state of marketing<\/span><\/p>\n

Begin efforts to expand the concept of nurturing across the entire customer lifecycle. <\/span><\/p>\n

As with many journeys, they are filled with detours, unexpected storms, places we want to linger at longer, and a multitude of surprises.\u00a0 The roadmap offered here no doubt have these elements.\u00a0 With that, I leave you with this ancient Chinese proverb: \u201cThe journey of a thousand miles begins with one step.\u201d<\/i><\/span><\/p>\n

By Tony Zambito
\nSource:
\nhttp:\/\/www.salesbenchmarkindex.com\/bid\/93518\/5-Marketing-Trends-That-will-Impact-2013<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

One thing is abundantly clear. The pace of technology and buyer behavior transformation continues unabated.\u00a0 Assessing their impact on marketing strategies makes for tough annual planning on the right formula to connect with buyers. Three big trends will affect marketing planning in 2013.\u00a0 These trends changing the face of marketing once again: 1. Digital Marketing […]<\/p>\n","protected":false},"author":6,"featured_media":3586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[92],"tags":[820,821,822,823,824,302,825,826,827,828],"class_list":["post-792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-buyer-behavior","tag-center-stage","tag-eyeball","tag-integrated-marketing","tag-marketing-planning","tag-marketing-strategy","tag-precious-commodity","tag-proliferation","tag-search-engine-marketing","tag-visualization"],"acf":[],"_links":{"self":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/792"}],"collection":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/comments?post=792"}],"version-history":[{"count":0,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/792\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media\/3586"}],"wp:attachment":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media?parent=792"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/categories?post=792"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/tags?post=792"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}