Digital marketing agencies will double in quantity
Online marketing has long "crossed the chasm" and now is taking over
the full mass market with the late majority and laggers. A known
characteristic of laggers is that they like their products bundled,
tested, and at an affordable price. These factors contribute to the
increase in digital marketing agencies -- from owner-operated agencies
and consultants all the way to creative agencies offering the full span
of sophisticated online services. The digital marketing agency is only
going to grow.
Marketers become data geeks
The growth of digital data will be 44 times greater in 2020 than it
was in 2009. That volume of data production is pretty overwhelming for
marketers who aren't smart about how they use that knowledge. Marketers
and agencies will need to analyze, interpret, and translate this data
into meaningful insight and actions. Attributing revenue to the correct
marketing source will be increasingly important. More B2B companies will
adopt multi-channel reporting to judge the effectiveness of their
channel mix and determine each channel's incremental contributions. In
addition, these analytics will be used to refine segmentation and
targeting.
Agencies dive deeper into technology
Code is the universal language of the internet. It's the foundation
of all things digital. Agencies and marketers will be expected to
understand "the back-end" of everything as the level of complexity to
deliver on brand engagement and revenue growth across multiple channels
increases. Knowing what an API is and how to build an interface to
create simple and actionable reports will become a marketing
requirement. For the same reason, 2013 will see a significant rise in
the number of collaborations between agency and marketing technologies.
More responsive websites
User experience is becoming a major part of every website, and
personalization is at its core. Personalization will grow, and services
that offer the ability to personalize experience will emerge as well --
whether it is cookie-based, login-based, or self-select preferences.
Rise of content creation services and software
Content marketing is becoming the core of every marketing initiative
for B2B marketing as well as B2C. As the year progresses, we will see
software and services solutions for content creation and syndication
emerge and grow as companies try to leverage content for demand
generation.
Stronger connection between offline and online events
Nowadays, there is a lot of discussion about the connection between
the digital world and the physical world. Cross-channel campaigns will
include offline events such as direct mail, tradeshows, city tours, and
networking events. Companies need to tie offline events to online
engagement to measure the impact of these cross-channel campaigns. Being
relevant to your customer in every context improves your brand's
awareness, and engagement will ultimately lead to more customers. This
will require marketers to remove the silos in their go-to-market
strategy and focus on the most important thing -- their customers.
Customers no longer have simply offline or simply online experiences;
they have integrated brand experiences.
Read more at http://www.imediaconnection.com/content/33374.asp#8AGfzMGZtl6kdu0b.99
Source: imediaconnection.com
By: Jennifer Wong
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