In 2012, the world of marketing underwent major changes. we saw the rise of Pinterest, several IPO’s and acquisitions, an aggressive political ad war, Facebook’s 1 billionth user, and watched one Korean artist turn into a global phenomenon thanks to YouTube. What’s in store for the next year? Let the following expert’s visions serve as your navigation system into the world of marketing in 2013.
“In 2013 we’ll see many more marketers take advantage of the power of real-time communications to grow business. Success comes from engaging your buyers when they’re ready not when it’s convenient for you.” – David Meerman Scott; Best-Selling Author
Define your Ideal Customer and your Marketing Messages to create Smart Content and Dynamic Context.
“In 2013, we’ll start to hear more about adaptive, ‘smart’ content or DYNAMIC CONTEXT which enables marketers to serve highly personalized messages to the right audience at the right time.” – Jessica Meher; DEM, Hubspot
‘Smart marketing’ learns your customer’s and prospect’s behavior to automate hyper targeted content – or Dynamic Context – to convert sales while saving you time and money.
“The promise of marketing automation starts to fail when it is not supported by a solid inbound marketing foundation. In 2013, more resources will be allocated to creating strong inbound engines with valuable, fresh content to generate interest, traffic, leads and conversions.” – Jessica Meher; DEM, Hubspot
GET THEM ON YOUR LIST! Create your Lead Generating Magnet to exchange for a prospects name and email.
“Content is King, whether you like it or not. Creating more and more content will be among the top priorities for marketing teams in 2013 through Creation, Curation and Crowdsourcing.” – Jessica Meher; DEM, Hubspot
Set up systems that provide content to establish yourself as the expert in your industry and attract your prospects.
“No one likes marketing speak. That’s why, in the coming year, we’ll start to see organizations become more “human” through social interactions and great content… Companies will develop a personality through storytelling.” – Nick Johnson; Founder, Useful Social Media
Nurture your leads with captivating sequences of your story, by sharing what’s going on in your industry and by telling them what your audience has to say to convert sales as well as deliver to and satisfy current customers.
“Marketing emails will become less “batch and blast” and instead more personalized, relevant and targeted based on real-time data. there will be increased importance in opt-in marketing instead of opt-out marketing and buying lists will become a less-used practice.”
– John Bonini; Content Marketing Manager, IMPACT Branding & Design
Build your ‘Fortune with Follow Up’ to convert sales, up-sell and cross-sell.
“The SEO of tomorrow will be less about having the right H1 tag or the right keywords on the page and more about creating really good, original content that is socially consumed and shared.” – Rand Fishkin; CEO, SEOmoz
Get found with great posts and tweets to keep that inbound engine running smooth!
“Up until now, social media has remained very ‘siloed’. Activity that happens on social stays there. In the year head, social media networks will prove to be digital assets that distribute content for inbound engines and integrate social media behavior and data into the marketing mix. Both are crucial in order to reach customers with relevant messages in real-time.” – Mike Volpe; CMO, HubSpot
Attract your social network audiences onto your list with your Lead Generation Magnet and nurture them with custom, curated and crowdsourced content to inspire them to buy when they’re ready.
“In 2013, marketing will play a more critical role in contributing to revenue generation. Marketing activities will not only be measured on traffic and lead generation, but will further optimize processes that directly impact sales growth.” – Greg Alexander; CEO, Sales Benchmark Index
Score your leads with Behavior Tags as they take ‘action’ throughout the marketing process to identify your HOT LEADS for targeted marketing.
“In 2013, marketing will begin to prove it’s self as a profit-center, rather than it’s perceived cost- center.” – Jessica Meher; DEM, Hubspot
Customize a well-oiled, web-based marketing machine that converts leads into new customers and grows sales from existing ones to grow your revenue while saving time, energy and money!
In the year ahead, we can expect that businesses will experience growing complexity in managing and measuring an emergence of multiple channels and technologies. To adapt, marketing will become more integrated, inbound and real-time.
What will Modern Marketing do for businesses in 2013? Share your thoughts!
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