See which new technologies made the list this year, as well their specific implications for marketers. For more ways to stay ahead of the curve, visit hawkpartners.com

1. 5 Digital Marketing Trends for
Companies to Watch in 2013
For further information contact:
Scott Wilkerson
Scott.wilkerson@hawkpartners.com
301 951-7046
October 2012

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2013 Lookout: 5 Digital Marketing Trends to Watch
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Companies become more active and
comfortable with social media
Mobile wallet is coming soon…but the
winning payment technology is still in flux
Personalized offers powered by Big Data
take off
Integration of TV, social media, and
mobile channels becomes “must have”
Brands up their game in Hispanic marketing

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Companies become more active and comfortable with
social media
What’s Likely to Happen in 2013?
Implications for Marketers
• Customer expectations will shift from merely
liking brands to expecting valued content in
the form of entertainment, information
and/or discounts
• Companies will migrate from merely having
an online presence to develop a more
consistent, holistic social media experience
• “Gameification,” crowdsourcing and
incentivization will help Brands to
differentiate their social media presence
“[The] rapid pace of change makes a “fast
follower” strategy for mobile wallets
dangerous since it will be difficult to catch up
to the market leaders. Rather, banks should
be working now to deliver the services
required to ease the consumer pain points
within their current product suite and to build
the foundation to quickly support mobile
wallet features as they become more
technically supportable.
Who’s leading the trend?
Poses questions to SBOs on social
media, using content tied to current
events and holidays
 Experiment with different ways to engage with customers and manage – not
control – the conversation that is already taking place
 Consider “Gameification,” crowdsourcing and incentivization opportunities
Source: The Social Banker Social media lessons from banking insiders , KPMG, April 2012
fastcompany, Social Media Survey Private Banks 2012, tumblr.com
Do us a Flavor contest through
multpile channels, including facebook
where customers can submit their
own flavors for consideration
Ford gave 100 indie "agents" a free
Fiesta for publicly 'lifecasting' their
experiences with the car, including
bloggers, filmmakers, and social
networkers who were already
documenting and sharing their lives.
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Mobile wallet is coming soon…but the winning payment
technology is still in flux
Source: Mediawhiz, Banking Strategies, FierceMobileContent, imediaconnection, endgadget
What’s Likely to Happen in 2013?
Implications for Marketers
Continue to test and learn – and remain open to other potential technologies
for mobile wallet
Consider exploring analogues (e.g., case studies of disruptive technology)
and performing scenario analysis to anticipate change
• Competing technologies and providers
continue to battle
2012 saw both trials of new technology (Starbucks &
Square partnership) and setbacks in established
technology (lack of Near Field Communications (NFC)
adaptability in Apple’s iPhone 5 & delayed NFC payment
system rollout for Isis)
• Expect greater experimentation with
strategies and technologies (both existing
and new) in the mobile payments race
“[The] rapid pace of change makes a “fast
follower” strategy for mobile wallets
dangerous since it will be difficult to catch up
to the market leaders. Rather, banks should
be working now to deliver the services
required to ease the consumer pain points
within their current product suite and to build
the foundation to quickly support mobile
wallet features as they become more
technically supportable.
Who’s Leading the Trend?
Opted for barcodes over NFC
adaptability for its iPhone 5 Passbook
wallet but may incorporate the
technology in its next version
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Rumors are circulating of a Google
Wallet carrier & retailer partnership
strategy shift
Are bringing mobile payments to a
broader audience
Continues to fine-tune its highly
anticipated NFC-based payment system

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Personalized offers powered by Big Data take off
Source: Bank Technology News
What’s Likely to Happen in 2013?
Implications for Marketers
• A new generation of more sophisticated
CRM systems enable integration of data
from multiple channels – transactional
data from POS, online and call centers,
loyalty programs, social media, and
mobile/location-based behavioral data
• Through use of powerful predictive
modeling software, Companies will
deliver targeted offers to customers,
with personalized messages, delivered
at the right time and place
“[The] rapid pace of change makes a “fast
follower” strategy for mobile wallets
dangerous since it will be difficult to catch up
to the market leaders. Rather, banks should
be working now to deliver the services
required to ease the consumer pain points
within their current product suite and to build
the foundation to quickly support mobile
wallet features as they become more
technically supportable.
Who’s leading the trend?
"Just for U" program offers loyalty
program members personalized
offers/pricing
Large-scale data mining using Acxiom
data to predict consumer behavior
Lifecycle segmentation
to predict future needs
Personalized mobile offers
based on behavior and
location
 Consider greater use of lifestage segmentation to predict future needs
 360 degree view of customer will require more integrated data warehouses,
as well as processes to deliver customer intelligence to staff within branch,
mobile, and online channels
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Integration of TV, social media, and mobile channels
becomes “must have”
What’s Likely to Happen in 2013?
Implications for Marketers
Consider additional customer engagement components in national TV ads
Marketing & Product teams can work together across channels to achieve an
interactive (and interesting!) marketing experience for customers
• Customers, especially Gen Y, will
increasingly expect to “interact” with TV
ads via mobile and social media
• Companies will experiment with
marketing campaigns that are less
“siloed” and more integrated across
channels
A recent Google survey concluded that consumers
had 74% brand recall when the advertisers
integrated strategy carried across mobile, TV and
online
“[The] rapid pace of change makes a “fast
follower” strategy for mobile wallets
dangerous since it will be difficult to catch up
to the market leaders. Rather, banks should
be working now to deliver the services
required to ease the consumer pain points
within their current product suite and to build
the foundation to quickly support mobile
wallet features as they become more
technically supportable.
Who’s leading the trend?
Recently developed a “Social
Sidelines” page for college football
fans to comment and interact
The Voice TV show has a “gold
standard” social interactive platform
where fans can interact with
performers via FB and Twitter;
judges also tweet during the show
Includes a #AMEX SYNC call-
to-action in TV ads, and the
Sync team replies with offers
Source: www.mediabistro.com, www.mashable.com,
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Companies up their game in Hispanic marketing
Source: CNNMoney, Federal Reserve, Nielsen Report, US Census Bureau, Strategic Growth Concepts, Forbes
What’s Likely to Happen in 2013?
Implications for Marketers
• Hispanics continue to grow in numbers, becoming
largest ethnicity in CA, and buying power, reaching
$1.5 trillion annually by 2015
• Brands will be more culturally relevant and language-
appropriate in their communications and products
targeted to Hispanics
• Brands will move from digital experimentation to
delivery – offering Spanish-language interactivity in
social media and on mobile. 71% of Hispanics
consume content on mobile versus the market
average of 48%
“[The] rapid pace of change makes a “fast
follower” strategy for mobile wallets
dangerous since it will be difficult to catch up
to the market leaders. Rather, banks should
be working now to deliver the services
required to ease the consumer pain points
within their current product suite and to build
the foundation to quickly support mobile
wallet features as they become more
technically supportable.
Who’s Leading the Trend?
 Revamp product development and communications efforts to increase
relevance and consideration among Hispanics
 Consider opportunity to take lead in Spanish-language digital – being one of
the first Brands to offer Spanish language mobile interactivity, and a Spanish
web experience on par with the English version
Robust financial education initiative
teaches money management to adults,
teens and kids; WF also buys the most
relevant Spanish Google key words
Procter & Gamble saw success with a
Cover Girl campaign that included a Mis
Quince (Sweet 15) contest that ran on
some 10 mobile properties, including
Univision, ElleGirl and Sprint's carrier
deck
IKEA recently launched a catalog app
entirely in Spanish
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Scott Wilkerson
Scott.wilkerson@hawkpartners.com
301 951-7046
www.hawkpartners.com
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