By Janette Speyer and Katrina McNeill
Now that 2013 is right around the corner, it’s time to discuss what we are going to see in the New Year for online marketing. It’s no secret that online marketing is constantly changing, so predictions can be almost impossible, but there are some durable trends we all need to prepare for.
If you thought measurements were popular in 2012, get ready to embrace analytics in a whole new way. Marketing collaboration with other business units is finally taking root and be it B2B or B2C; you are going to have to show your work! With countless marketing ROI tools out there at your disposal, marketers had better learn and learn fast, that you can’t depend on how many likes and fans you have to prove your effectiveness. Many companies in this economy want to understand how their online marketing is making them money. The problem is, for some, social media is about CLV (Customer Lifetime Value) and others want pure sales. For CLV, you focus on customer retention. For ROI, it’s pretty narrowly focused on sales. To calculate actual ROI, refer to the ROI formula; ROI = (Revenue – Cost) / Cost, x 100 to find if your social media efforts cost you $15,000 but drove $20,000 of business (this number found through analytics software like Google Analytics), this would mean you had an ROI of 35%. It’s up to the marketer to help their client (be it internal or external) see that both measurements have value.
Advertising and Integrated Marketing
More and more smartphone and hand held devices appear on the market every day and with the measurable effectiveness of online marketing, their popularity continues to grow. However, there seems to be a resurgence in integrated marketing. Your company’s online and offline marketing efforts should be in sync for 2013. Keeping email, mobile and social marketing integrated with TV, radio and traditional media campaigns increases the potential for online engagement! It will encourage a larger audience both ways by encouraging your offline customers to become online fans or your online fans to engage in offline marketing (like events). Merge your campaigns and reap the benefits!
Have you noticed yet that everyone around you searches online first to see what deals or reviews they can find? According to a recent report, 89 percent of consumers turn to Google, Bing or another search engine to find information on products, services or businesses prior to making purchases. This means marketers have no choice but to increase SEO efforts which seems to change exponentially! Since Google is the search engine leader, you might want to focus on keeping up with that algorithm. A great way to do so is by regularly monitoring this SEOmoz page which keeps you informed on Google search algorithm updates.
The number of Pinterest users to visit the site daily has gone up 145 percent since the beginning of 2012. We are all discovering quickly what great source of revenue this will be for online shopping. With other similar platforms quickly following this trend, there is no doubt that online shoppers will be going crazy for photo shopping! If you didn’t read about the newly emerged Qwiqq platform (a new competitor to Pinterest), learn all about this photo shopping platform.
Welcome to a New Year!
Keeping up with analytics, advertising, search and new platforms will be key for 2013. We know everything can change in a heartbeat in the world on online marketing, but feel secure that these trends will hold strong – at least over the coming year!
If you want to keep up with the trends, we are always talking about them on Facebook.
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