TRENDSFrom The 2013 Digital Marketer: Benchmark and Trend Report

7TOP

From the myriad of data, benchmarks and trends in The 2013 Digital Marketer Report, these seven areas

have emerged as key points of focus for marketers throughout the year.

Scan this code to download the full report, or visit http://ex.pn/digmkt13.

Create a design they can touch 2013 Digital Marketer: Top 7 Trends

1. 2013 is the year marketers will prioritize cross-channel campaign management.

said response attribution was the biggest multichannel marketing issue for their organization.

1.Thirty-five percent

of marketers

• Seventy-four percent of marketers have either coordinated, or are in the process of coordinating, the online and offline customer experience.

• Thirty-seven percent of marketers said that 40 percent or fewer of their campaigns were cross-channel.

TIP: Break down multichannel marketing barriers like response attribution and campaign coordination first, and then tackle cross-channel marketing requirements.

Create a design they can touch 2013 Digital Marketer: Top 7 Trends

2. The number of platforms used by consumers continues to increase.

email from three or more devices each week.

2.Twenty-six percent of

all online adults

• One in five adults ages 18 to 34 visit Websites from four or more different devices in a week, as do nearly one-quarter of adults ages 35 to 49.

• In a given week, 49 percent of all adults do their social networking via more than one device. Most common is the home computer, followed by the mobile phone.

TIP: Understand the behaviors of your customers in order to create a seamless experience across all channels.

Create a design they can touch 2013 Digital Marketer: Top 7 Trends

3. Smartphone owners try different ways of paying with their phones, but no single method has emerged.

say they’ve tried one of the following mobile payment options:

3.Twenty-seven percent

of smartphone owners

•SMS text message to a business (15 percent)

•Mobile Web payments or WAP (14 percent)

•Direct mobile billing (11 percent)

•Swiping or waving the phone at a payment kiosk (5 percent)

TIP: Test different mobile payment options to see what resonates with your target audience.

Create a design they can touch 2013 Digital Marketer: Top 7 Trends

4. Email marketers champion cross-channel integration to enhance email marketing programs.

and increase customer engagment.

4.Integrated campaigns

improve email performance

• “Pin it” mailings are generating open rates that are 11 percent higher than other mailings and unique click rates that are almost 25 percent higher.

• Open and click rates on in-store grand opening emails are more than 20 percent higher than standard promotional mailings.

TIP: Promote your social presence in email to help build a social fan base, or send an email with an offer good on an in-store purchase to drive store traffic.

Create a design they can touch 2013 Digital Marketer: Top 7 Trends

5. The value of a single social customer is greater than the value of their direct interactions with the brand.

generated from social sharing.

5.Facebook drives over

90 percent of the revenue

• The most profitable share is the first degree of separation (Jane shares, and then Jane’s friend clicks on the shared link and purchases something).

• Shares up to five generations have been recorded (Jane shares, Jane’s friend shares, that friend’s friend shares, that friend’s friend shares and that friend’s friend clicks and purchases).

TIP: Empower advocacy by understanding your customers and engaging them in social spaces.

Create a design they can touch 2013 Digital Marketer: Top 7 Trends

6. Good audience data is the key to successful online display advertising campaigns.

on the foundation of good audience data.

6.Build successful campaigns

• Apply segmentation to the defined audience based on sound consumer insights and analytics.

•Engage a market segment that’s large enough to achieve results.

TIP: Use robust data assets to enhance your audience definition and create a highly targeted display audience.

2013 Digital Marketer: Top 7 Trends

7. Getting to consumer intent in search marketing requires depth of data.

are navigational in nature.

7.100 percent of the

top 10 searches

• This is the fourth year that “facebook” has been the top search term overall.

• The search term “amazon” moved into the top 10 terms for the first time in 2012.

TIP: Use online consumer insights to remove navigational searches and isolate other search types to get at the keyword modifiers that will help determine what the customer is really after.

Scan this code to download the full report, or visit http://ex.pn/digmkt13.

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