Teresa Sperti

2013 digital predictions from the experts + some of my own!

Once again digital predictions are coming out of the woodwork. I've scoured the web for some of the most insightful digital trends of 2013 from the experts.

1- IT departments make room for the new IT employee: marketers

As organisations continue to shift spend from traditional marketing to digital channels – software is high on the marketing shopping list. According to Forbes, marketing budgets are headed on a collision course with IT. What if anything isn’t connected through the website? Online, inline and offline communications and real-time changes will drive investments that match those of IT departments shifting the technology and budget power balance.

IBMs Vice President, Elana Anderson adde; 

In 2013, CIOs and CMOs will stop looking at their differences and consider the benefits that their combined strength can bring to an organization. This alliance isn’t just logical, it’s essential. The CMO and CIO can’t afford to operate on separate stages any longer. Smarter, more empowered consumers using smart phones, tablets and cloud services pose new challenges for the C-suite.

There are already good examples of leading companies as diverse as financial services and retail chains bringing IT to bear on marketing goals. It’s this combination of engagement, innovation, measurement and collaboration – all enabled by technology – that lies at the heart of better business performance in 2013.”

The question is though whilst this trend will be a key theme in markets like the US and the UK – the level of digital sophistication in the local market may mean that this trend is a little premature for Australia. As local brands adopt more and more digital,those new to the game will start to call into question structures and processes to enable progress in the space whilst those truly progressive few will start to tackle these bigger issues as it impacts a brands ability to be agile and move towards “real time marketing”.

2 - Campaigns are out, real time marketing is in

According to Hubspot in 2013 we’ll see many more marketers take advantage of the power of real-time communications to grow business. As buyers instantly engage with brands on their websites, talk back via social media like Twitter and Facebook, and follow breaking news in the markets they are interested, the old model of marketing built on a company timeline doesn’t work so well.

With marketing automation and cross channel marketing platforms, marketers have the tools to move towards a “real time marketing” approach but the biggest hurdle is marketing team mindsets – particularly if the organisation is still led by a traditional marketing approach, which is still the case in many organisations down under.

3 - Advertising is going native
The continued decline in engagement with display advertising has led to innovation in the digital advertising space. Over recent years “native advertising” has begun to grow in popularity (eg Facebook’s sponsored stories and Twitter’s promoted tweets) as brands looks to integrate their message into the conversation or story rather than distract from it.

According to Rebecca Lieb, an analyst from the Altimeter Group 2013 will be a big year for native advertising “we are seeing a number of technologies and solutions emerge to facilitate native advertising. Products and solutions in this area will continue to emerge, more publishers will accommodate, and there’s no doubt we’ll see some interesting, large-scale media partnerships emerge as a result.”

You heard it hear first :)


References:
http://www.idgconnectmarketers.com/marketing-2013-top-predictions-for-us-marketers/

http://cdn1.hubspot.com/hub/53/2013-Marketing-Trends-01.pdf

http://www.forbes.com/sites/ciocentral/2012/12/20/follow-the-money-digital-marketing-trends-for-2013


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Teresa Sperti Teresa Sperti
Company: Coles Liquor
Position: Marketing Manager - Digital & Loyalty

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