The Hottest Digital Marketing Trends of 2013
Marketing and advertising through mobile devices will be the most important and rewarding solution in 2013. The growth of smartphone and tablet usage is incredible. Consumers are relying on these devices to give them the necessary information immediately. Mobile is far more than just an optimized site and up-to-date information on map sites like Google and Apple. Mobile perfectly aligns the offline and online world. Consumers are price checking with their devices right inside the store. They are having conversations through social media and email. They’re checking into restaurants and businesses, and according to Google, 39 percent of smartphone owners are using their devices in the bathroom!
If you want to reach new customers and clients in 2013, mobile will be one of the best solutions to add to your marketing mix.
- Over 800 million smartphones and tablets will be sold in 2012 alone. (Socialmediatoday 2012)
- Morgan Stanley stated that “91% of people keep their phone within 3 feet, 24 hours a day.”
- 1.08 of the world's 4 billion mobile phones are smartphones. (Microsoft Tag 2012)
- Mobile internet usage is projected to overtake desktop internet usage by 2014. (Microsoft Tag 2012)
- 39% of instances where a consumer walks out of a store without buying were influenced by smartphones. (Motoral Solutions 2012)
As we mentioned before, mobile is much more than just having a smartphone compatible website. You may also think this is just another vote for mobile advertising for 2013, but it’s far more than that because mobile has diverse opportunities for local businesses. Mobile is becoming more and more hyper-localized. Search engines have put an emphasis on making mobile searches focused on local entries. If we combine local businesses with paid search campaigns on mobile devices as well as the ever-growing geo-location social aspect of the Internet, we have a trifecta for digital marketers. Geo-location marketing will be huge for advertisers in 2013. Retargeting ads, optimized mobile sites, paid search campaigns and social ad targeting will be the driving force to convert local leads into immediate customers. Businesses must be combining mobile paid search ads with relevant local information, while being very active throughout social media platforms to drive consumer action.
- 89.9 million American consumers accessed retail content on their devices in July 2012. (Comscore 2012)
- 80% of smartphone users access social networking sites on their devices. (Forrester 2012)
- 74% of smartphone users use their devices to find location information, such as directions (eMarketer 2012)
- 70% of smartphone users called a local business after searching on their device. (eMarketer 2012)
- 40% of all Internet traffic is expected to come from mobile devices in 2013. (Forrester 2012)
Social Ad Targeting
So, Facebook went public. What does that mean for next year? Well, when its IPO came out and then plummeted like a man jumping from the edge of space, many advertisers and marketers were concerned with the social giant’s ability to monetize the platform. However, Facebook is in the data collecting game, and you really can’t lose when you have 1 billion users and the most active word-of-mouth market in the world. With the drastic realization of its Wall Street worth, Facebook began making big decisions that will allow advertisers to get in front of agile consumers.
While we’ve already begun to see targeted ads roll out through Facebook this year, this segmented approach to users will become more detailed and strategic in 2013. Businesses are now allowed to sync their CRM (Customer Relationship Management) databases from information they’ve collected about their customers and match the information to profiles, emails and phone numbers on social networks. Facebook is taking a more invasive approach with targeted ads in the newsfeed, while Twitter will continue to camouflage them as sponsored Tweets. Targeting advertisements directly into a user’s newsfeed is often referred to as “native ads” or native advertising. There’s several links to great articles and an infographic below about this growing solution.
By segmenting the data collected about users on Facebook and Twitter, which is highly analyzed and tracked based on their interactions and likes, businesses will be able to drive engagement and recognition in the digital marketplace. However, these platforms are not your bottom-of-the-funnel, immediate-conversion type advertising campaigns. Social media advertising is all about community building, brand recognition and customer engagement. It’s a difficult effort to track and attribute your conversions to, but it’s absolutely crucial for businesses to add this element into their marketing mix for 2013.
- Ads within the Facebook news feed have 8 times higher rate of reach. (Facebook 2012)
- Over 1 billion users and 600 million on mobile alone using Facebook. (Facebook 2012)
- 80% of social media users prefer to connect with brands through Facebook. (Business2Community 2012)
- 56 percent of customer tweets to companies are being ignored. (AllTwitter 2012)
- A whopping 77 percent of B2C companies and 43 percent of B2B companies acquired customers from Facebook. (Business2Community 2012)
Retargeting is an advertising solution that places your ads in front of your audience after they have left your website without converting. The beauty of retargeting is the ability to stay in front of consumers who have already engaged with a business or brand, because 98 percent of Internet users leave websites without converting or taking an action. This advertising initiative drops a pixel, or cookie, on the user’s browser and delivers ads based on the product or service the user was interested in.
Retargeting campaigns in 2013 will be highly effective with the integration of social media. After the creation of Facebook Exchange this year, retargeting ads will begin to dominate the social platform. Advertisers taking advantage of Facebook Exchange will be able to retarget to consumers who spent time on their website and landing pages. As users leave a website without converting, ads will follow them back to Facebook and attempt to stay in front of the potential customer. This will be the most immediate way to convert Internet browsers into customers within social network sites.
- 70% of retargeted consumers are more likely to complete a purchase. (Blackboard 2012)
- Advertisers are seeing a 16 times higher return on investment in Facebook Exchange ads. (Facebook 2012)
- Triggit’s Facebook Exchange Ads saw 4X higher return on assets (or profit), 2.2X higher post-click conversion rates, and 6.5X less cost per click-through order than on traditional ad exchanges. (Triggit 2012)
- TellApart clients averaged a click through rate of 6.65% on Facebook Exchange ads, compared to 6.41% on Google’s AdX. (TellApart 2012)
- Retargeted consumers spend on average 50% more than those served with non-retargeted banner ads. (SEO 2012)
There’s always buzz floating around that daily deal email marketing solutions are on their way out, but that’s just not the truth. In fact, these coupon and deal solutions are growing and will be a valuable asset to utilize in 2013. According to BIA/Kelsey's Deal-a-Day Forecast, consumer spending on daily deal offers is expected to grow to $3.9 billion by 2015, a 35.1% compound annual growth rate. Sites such as Gannett’s Deal Chicken, Groupon and Living Social are still reaching local customers at a very high rate.
These sites not only work well as leaders and quick sales, but they’re extremely effective at building relationships and long term customers. If we consider a car dealership that’s offering a $9.99 oil change through Deal Chicken, that dealership is focused on building trust and loyalty with the consumer. This will hopefully lead to the consumer purchasing their next car from the dealership they’re familiar with. Restaurants utilize these offers to target consumers and get them in the door in hopes to make them a regular customer or up sell them.
Gannett’s Deal Chicken has an advantage over the daily deal giants, because of the ability to integrate multiple solutions along with a daily deal campaign to capture more customers. By integrating a deal site with mobile and social, businesses have the opportunity to reach consumers online and on the go through multiple channels.
- 54% of mobile shoppers who have used a mobile coupon obtained them from retailer websites, followed by 31% at daily deal sites like Groupon and LIvingSocial. (Nielsen 2012)
- 80% of daily deal email subscribers have purchased at least one deal in the last 6 months. (Chadwick Martin Bailey Study 2012)
- 98% of Daily Deals users own mobile phones, compared to 89% of the U.S. population 12 and over. (Edison Research 2012)
- 62% of Daily Deals users have joined the sites within the past year. (Edison Research 2012)
- 60% of all online shoppers subscribe to a daily deal website. (Foresee Results 2012)
If there’s one message we continuously preach to our partners and clients it’s the importance of integrating your marketing efforts. Integration will continue to be the most important overall solution for brands and businesses for years to come.
The consumer journey is very fragmented today, and to corner them with only one advertisement or marketing solution is impossible. By combining these hot trends of 2013 into a company’s marketing mix, next year is sure to drive results.
Feel free to contact a GannettLocal representative today about how these marketing solutions can grow your client’s business today!