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The Most Important Marketing Trends for 2013

2013 January 15

Another year, another set of trends in the world of online marketing. As 2013 gets underway, marketers are busy making their predictions regarding the hottest trends that we can expect to see developing in this discipline over the next 12 months.

Of course, it is all too easy to get carried away by the large amount of possibilities in the world of digital marketing, but it is equally important to stay focussed and to identify the most solid trends. To that end, we have compiled a selected list of marketing trends well worth keeping in mind this year.

1- The growth of Google+, Pinterest, etc.

During 2013 we can expect to see a gradual integration of the social media into the marketing mix. Some marketers are already talking about the improved segmentation that results from merging their existing databases with data from social media activity. Others claim that the growth of social media will also result in enhanced lead to conversion ratios.

This trend will do nothing but reinforce another emerging trend that can potentially shake the foundations of marketing as such. It has been claimed that rather sooner than later, marketing campaigns as such will in fact become obsolete.

This means that time-defined marketing practices will become a thing of the past as the data generated by social media and other real-time channels become increasingly crucial. As some experts put it, push-marketing is likely to be replaced by inbound marketing, which will make the most of the wealth and availability of data created by social media triggers and events.

2- A need to rethink SEO practices following the most recent Google updates

This is undoubtedly one of the most widely discussed trends in the world of digital marketing. As we move further into the year, we are likely to see how good SEO practices are defined in qualitative rather than in quantitative terms. Last years Penguin update had a massive affect on websites wit ‘unnatutral links’, what will Google target with future updates?

In this respect, it is important not to be caught unaware of this year’s most likely updates. We should be prepared for updates that make link building even more complex and that target structured data and their impact on search results.

3- The potential for expansion in terms of digital PR

The experts also predict that the importance of on-page SEO will shrink in favour of digital PR channels, such as online press releases, blogs, and any other tools that can help build stronger online relationships. The general consensus is that SEOs and digital PR agencies simply produce content of a different nature and with different objectives, and although some are still trying to integrate both, it is believed that search marketing content will slowly lose ground to digital PR tactics.

4- A focus on mobility

If responsive and user-friendly mobile sites were the buzzwords for 2012, in 2013 marketers are expected to focus on adding value to mobile applications. The key question here is: in which ways can a brand increase its value in the eyes of mobile device users?

According to a survey carried out by IBM in 2012, 90 per cent of the marketers interviewed had a mobile site or planned to implement one in the near future. However, when it came to incorporating mobile marketing techniques into their campaigns, only 20 per cent affirmed to be doing so. There is clearly plenty of scope for development in this respect.

5- An increasing degree of integration between online and offline resources, tools, and solutions

This trend is the direct result of an imperative need to go beyond simple demographics and to get a truly accurate picture of consumer behaviour. This calls for marketers to research new customer analysis techniques that integrate the best of the online and the offline worlds.

 Featured images:

  • License: Royalty Free or iStock source:
  • License: Royalty Free or iStock source:

Colin McDonald writes on behalf of an UK Based SEO Agency –

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