Digital Marketing Strategies & Trends for 2013: observe or evolve

The digital landscape constantly shifts, raising questions about what lies ahead. Here are key digital trends anticipated for 2013 and beyond.

1. Reactive, Real Time Marketing & Optimisation

In 2012, organisations began adopting real-time branding and campaign optimisation, including dynamic "on the fly" campaigns. Examining behavioural data will become standard practice in 2013, enabling tighter control over campaign management.

Key developments include:

Enhanced use of behavioural data from real-time analytics to drive informed campaign decisions across social and creative initiatives
Responsive teams capable of redesigning creative assets based on insights, real-time events, and inbound triggers rather than traditional push marketing
Self-learning media platforms utilising automation for optimisation driven by real-time information
Unified data infrastructure enabling automated decision-making and continuous campaign feedback loops

2. Targeted Behavioural e-Mail Marketing: data driven

Email marketing remains relevant, yet generic messages fall short. Customers expect personalised communication reflecting their interests and purchasing patterns. Rather than broadcasting identical messages to thousands, the future involves sending thousands of different emails to thousands of potential customers that is tailored to their interests, buying habits, etc.

Expect sophisticated email platforms enabling reactive responses and message customisation based on real-time customer data.

3. Omni-Channel Marketing: knitting together the big picture

Omnichannel marketing integrates customer behavioural insights from online, offline, and mobile touchpoints to enhance consumer experience. Rather than delivering random messages, successful strategies reconnect with customers using previous interaction data, delivering relevant communications.

Companies will increasingly synchronise data from Facebook, Twitter, and LinkedIn into customer databases, creating comprehensive profiles. For instance, retailers might deliver location-based loyalty offers and discounts to mobile devices as customers approach store locations.

4. Mobile Marketing & Apps for the Future

Mobile devices have become central to daily life. Marketers require mobile strategies integrated into overall business approaches, complementing online and offline campaigns.

Emerging developments include:

Mobile coupons utilising geotargeting and Near-Field Communications technology
GPS-based in-store navigation helping customers locate departments and products
HTML 5 becoming mainstream in app development due to universal compatibility and cost-effectiveness compared to platform-specific native apps

5. Smart Content: just got smarter