So what’s expected to happen in 2013?
Brazil has the FIFA Confederations Cup in preparation for the ’14 World Cup, the US has a fiscal cliff to climb and together with the EU an imbalance on revenues and expenses to address. The NFL has some skulls to crack to fix their concussions problems, those employed in the US will hire the unemployed in foreign lands (read more outsourcing), more foreigners will purchase US land, buildings, businesses and IP, and of course, VP Biden is the newly assigned czar on gun control.
IMHO, 2013 will follow Amara’s Law: “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.”
So here they are: The top 10 digital marketing trends of 2013.
10. Gamification – “All Play and no Work makes Jack a rich boy!”
9. Cloud computing enables scalability to allow for new experiences in video games
8. Digital Content across devices enables personalization that follows users across platforms
7. TV is old. It’s still king of the screens, but it’s content that folks want anytime, anywhere on all four screens.
6. The Smartphone begins its attack on plastic in mobile payments.
5. Tag Management becomes a competitive imperative
4. Users prefer mobile devices when reading magazines and shopping
3. Social Media Mainstream and Niches continue to grow, especially in Emerging Markets except China
2. Big Data will lead to consumer insights and smarter experiences at the speed of light
1. The glory goes to the man in the arena and not their bankers and consultants.
10. Gamification – “All Play and no Work makes Jack a rich boy!”
So have you seen websites that try to encourage your behavior by offering you a little badge for doing something? Foursquare gives you a badge when you check into the same place three times for example. Dashlane offers badges when you save passwords in their password and credit card maintenance software, and Fitocracy makes working out with your friends a competitive game. Users can Level Up by improving their bench press and earning a badge, post it to facebook and let the world know about their development.
As Daniel Pink will tell you in his book, Drive, human nature is best motivated by a sense of purpose, autonomy and self-mastery. These types of immediate rewards for accomplishing small tasks might seem like it’s meant for grade school kids, but the data doesn’t lie. Gamification increases engagement, helps users spend more time on site, and
that drives ad revenue and subscriptions since folks tend to develop a sense of being invested based on the recognition and the bragging they’ve done on social networks.
We’ve come a long way from that LinkedIn profile bar that showed 90%complete.
I remember hearing from Larry Ellison that in 1999, business had not figured out how to use the Internet. At first, I rejected the thought, but within a few minutes realized that we had a long way to go and I agreed with him at the time. I often wonder if we’re figuring it out yet, and in 2011, and looking into 2012, I see a lot of innovations that make it a great time to be growing the e-business unit of most companies.
So let’s take a look at what 2012 has in store for us.
Mobile computing is changing the way we consume content. This was the year I started watching all the seasons of Mad Men, but I watched them on my iPad through my NetFlix app. I check the New York Times in the morning while I’m waking up. I use an app that automatically starts the daily podcast “The Wall Street Journal This Morning” with Gordan Diehl as my alarm clock in the mornings. I subscribed to my first magazine this year on my iTunes account. And I bought more via online apps than I did via the internet. Any good marketer knows that their behavior is a data point of one, but as I think about my changes in how I get my content and my goods, I see that the change is going on all around me. Perhaps that’s why Google just bought a CHECK FACTS Motorola so that they can compete with the world’s largest Media company, (and this might surprise you), Apple. read more
I think it’s neat to see how companies are getting together in a consortium, if you will through IBM’s Coremetrics product. Collectively, they allow any client that opts-into the program to view the aggregate averages within their industry. Summary information is now being picked up in the press as an indication of how Black Friday went. Pretty cool if you don’t have to share your information. And that’s where the IBM Acquisition of DemandTek comes into play.
So this type of thinking helps companies competing in the digital marketplace to adapt to changes in consumer demands as they occur. Companies that can quickly and effectively adjust their price points and product mixes in response to ever-shifting customer buying patterns will have a key competitive advantage in the era of mobile and social networks.
That’s why IBM’s acquisition of DemandTec this past Thursday will make the Smarter Commerce initiative even more valuable to retailers and manufacturers of packaged consumer goods. The San Mateo, California based DemandTec develops cloud-based analytics software that allows businesses to examine consumer buying data mined from both online and in-store sales. DemandTec customers can use that information to quickly and accurately identify consumer trends, helping them make better price, promotion, and assortment decisions. And because DemandTec’s software is cloud-based, retailers and manufacturers can collaborate to make time-sensitive business decisions instantaneously.
With IBM’s recent acquisition of Unica we have seen the next phase in the entry of large players in the analytics market. It was only two weeks ago that they bought Coremetrics.
IBM follows Adobe’s lead in the acquisition of analytics solutions. Adobe threw its hat into the ring in 2009 with its purchase of Omniture, and has invested significant resources into its continued development. However what was important to really notice about that deal was that Adobe paid $1.8 billion dollars, an acquisition that were most analysts indicated that Adobe overpaid by a wide margin.
The reason is simple: potential. The grandfather tech companies have begun to take notice of the booming analytics business and they want to incorporate it within their platforms. With Unica’s purchase we should expect to see a quiet period as as Adobe and IBM integrate the technology within their platforms. However we should not expect this to be a 2 player world, there is too much money and influence in the analytics business for other gorillas in the business to ignore.
My prediction of who is next? Oracle. The company already offers marketing campaign, CMS, and customer engagement products and solutions. The only piece they’re missing is analytics. Not to be biased but I would argue that of all the solutions, analytics is the most important. So who would they buy?
Predicta: A Brazilian analytics player with a solid management team that is providing tremendous value for its clients through the extension of modules that extend the value of data.
Webtrends: An oldie, but goodie. They’ve had some bumpy rides over the past five years trying to get bought out in my opinion. Their technology roadmap has been very thin and we haven’t seen a lot of innovation from this established player, but they have the potential to break out.
It is in many ways the brain food of a sophisticated e-marketing strategy. Without analytics one can deliver content or run campaigns, but its like shooting in the dark. You never know if you hit something on target. Analytics provides the ability to gain consumer insights and provides actionable intelligence so that marketers can improve their Return on Ad Spend (ROAS).
Little by little companies around the world are becoming ever more aware of the power of such insight, and the limitations of the analytics mainstay (Google). We’ll be writing an article soon on why Google analytics is not free.
As this process continues we can only expect for the market to continue to grow, and the gorillas know it. And they want a piece. Its a vote of confidence in this industry if it ever needed one.
As I am out and about in front of big and small companies alike, I sometimes feel like it’s necessary to explain to even sophisticated marketers the importance of measuring the Return on Ad Spend (ROAS) using software tools such as Omniture’s Site Catalyst, or Google Analytics. The recent Adobe acquisition of Omniture seemed to make my story more believable since a known name legitimized the market leader by rolling them into their core offering. I’m excited to see how Adobe integrates the Omniture suite deeper into it’s product lineup.
And the consolidation continues. IBM wants to get into the analytics game. Accenture already has. The IBM product called WebSphere is really a set of software tools that can be configured to put together highly personalized online user experiences. Many if not all of the WebSphere websites are generally e-commerce websites and organizations that generally have enough inventory where business process and supply chain management are supported through sophisticated automation. Coremetrics complements IBM’s existing software and services portfolio of offerings from WebSphere, information management and business analytics and optimization. Coremetrics has about 230 employees and IBM agreed to maintain them, as was the case with the Omniture-Adobe acquisition. read more
Back by request, I’m presenting our framework for developing effective online marketing strategy for business on the 3rd of June at 8:30 AM at the Greater Philadelphia Hispanic Chamber of Commerce. I hope you can join us.
I just wanted to extend a personal invitation to our readers.
Here is more information about the event: http://www.limaconsulting.com/Online-Marketing-Strategy-Seminar.aspx
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