• Digital Marketing in 2013: Fluid and Ubiquitous

    We have arrived at the moment in time where we take some time to reflect on the past and look forward to the future. 2012 was a banner year for digital marketing. Social, mobile, local and new search algorithms forced marketers to really think about how to ensure their messages were visible to their growing and portable communities. The one thing that stood out for me in 2012 was the realization by marketing professionals is that “Content is King!” Content marketing is a continuous planned out process that includes strategy, research and content creation. Buyers need content that makes them smarter & more knowledgeable. Questions to consider when developing your content marketing:

    • Why are you creating the content you are creating?
    • Who is your audience?

    Finally, you need to make the content on your pages actionable. Asking the user to complete your site goal is key to truly know what the user wants/likes and provides them an opportunity to engage with your brand.

    Digital Marketing Trends of 2013

    Rob Eleveld, CEO of Optify recently wrote an entry about the Digital Marketing Trends of 2013 that I thought painted a picture of where digital marketing is heading. Here are his predictions and my thoughts:

    • Due to rapid demand, Digital Marketing Agencies will double in quantity.
      • I agree. SMBs need to tap into the marketing expertise and solutions from agencies/consultants to truly leverage all of the platforms that are available to help reach and engage with prospects and customers. Developing a digital strategy, measuring and analyzing the results of the programs can help turn SMBs into large enterprises. Online Marketing Summit will feature an expo floor showcasing the latest services and technologies transforming digital marketing. Sponsors and exhibitors include Bizo, Compendium, Couch & Associates, Dun & Bradstreet, Eloqua, MOV Digital Media Inc., Page One Power, Silverpop, Spredfast, Tealium and Text-Link Ads.
    • Email grows even bigger.
    • All  marketing campaigns will be integrated marketing campaigns.
      • In this day and age, whoever tells the best  story wins. That is why it is imperative that the story is available and formatted in different types of media platforms. Having visual components in your marketing campaigns, will take story a long way.
    • Paid search for B2B companies will become less popular as new, better ad platforms emerge.
      • I’m on the fence on this one. Paid search will still be important; it’s just a matter of how your story and brand experience resonates with online users.
    • Google will start charging for its data and access to its analytics, and Google will continue to dominate the B2B search market.
      • Don’t mess with Google. The search track will teach you the ins and outs of search and how to create strong PPC, SEO and other search engine marketing campaigns across Google, Bing, and other search engines.

    Jason Quesada is the Digital Media Marketing Manager for UBM Tech Events. UBM Tech is the global leader in technology media and business information.  UBM Tech Marketing Services deliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.

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