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1. 13 Emerging Trends for Marketing & Advertising in 2013 13 for „13 johnblaskett.com

2. Mobile Finds its Mojo Every year is meant to be the „Year of Mobile‟ For US consumers, time spent in marketing circles, but 2013 really is crunch- with mobile is growing at 14 time. Here‟s why: times the rate of the desktop. • Mobile ad spending in 2012 was $8.1 billion, double the amount of 2011 - eMarketer • 45 billion apps will be downloaded this year, twice as many as in 2012 • Apps are a $6 billion market today and growing to reach an expected $55.7 billion by 2015. Major consumer brands are beginning to channel more of their overall advertising spending into mobile. As an example, Kraft recently announced that it has dedicated 10% of its media budget to mobile advertising. Many companies still lag behind with mobile websites and landing pages that aren‟t optimised for use on smartphones. In 2013 we‟ll see more companies build a mobile- friendly web presence in an attempt to capture the huge opportunities in the mobile market. johnblaskett.com

3. Content Marketing 2.0 Rightly or wrongly, “Content is King” was the marketing cliché of 2012. There are as many definitions of content marketing as there are marketers, but I see content marketing as delivering value-adding information to consumers at strategic points along the purchase process. In 2013 the focus will shift from all-out content creation to: 1. Paying closer attention to content marketing ROI and the development of metrics that measure the effectiveness of content marketing strategies. 2. Concentrating more on how content can be effectively delivered to consumers. 2013 will be marked by more carefully targeted content marketing strategies, and brands will waste considerable time and effort if they Marketers, on average, spend over simply throw everything at the wall and then a quarter of their marketing wait to see what sticks. budget on content marketing. - B2B Marketing Insider johnblaskett.com

4. Clicks & Mortar In 2013 online and digital channels will be integrated into the physical shopping experience more than ever before. Driving the integration of digital content in- store is the market penetration of smartphones, which in Australia was 52% in 2012 . Further, 82% of consumers report that they either have their smartphones with them always or often while shopping. In 2013 we‟ll see more retailers begin to exploit this opportunity. Specifically, digitally integrated stores will Integrated in-store and web deliver deals, personalised customer service functionality is instrumental in and real-time point-of-sale digital interaction driving conversion, boosting to consumers directly through their mobile sales by 10% to 40% devices. This approach has clear - SapientNitro applications for the future of point-of-sale campaigns and shopper marketing, with the potential to open up new sales channels and revenue opportunities. johnblaskett.com

5. E-mail Makes a Comeback E-mail marketing is back. In 2012 we saw the beginnings of a resurgence of the use of e-mail as a core component of campaign delivery. Over the last few years e-mail has been overshadowed by other digital channels (particularly social media and apps) but now studies show that as much as 56% of brands are planning to significantly increase their spend on e-mail marketing campaigns in 2013. The rise of worldwide smartphone usage has reignited the marketing world‟s excitement and imagination with e-mail campaigns, and marketers are exploring new e-mail designs and coding techniques to deliver targeted campaigns. The integration of mobile landing pages and 36% of all e-mails were opened clear calls-to-action delivered via e-mail will on a mobile device in early be one of the key internet marketing 2012, an increase of 9% on 2011. developments of 2013. - Knotice johnblaskett.com

6. Responsive Web Design Online layouts and web-design is changing with smartphone and tablet usage beginning By 2015 mobile internet usage is to reach parity with desktop PCs. tipped to surpass desktop usage The major challenge for online advertisers in - B & T Magazine 2013 will be to create consistent online experiences that translate across different devices. Advertisers are in the business of communicating a narrative around the products their clients sell and, with more types of devices being used to access websites, they need to communicate a brand‟s story consistently across different devices. 40% of consumers say that they have switched to a competitor‟s brand after being frustrated by a poorly designed mobile web page. With people becoming less patient, 2013 is the year when responsive web designs are required to effectively communicate a multi-platform message. johnblaskett.com

7. Gamification Integrating games into marketing More than 70% of Global 2000 campaigns isn‟t new, but in 2013 I tip that organizations will have at least games will move out of the periphery and one gamified application by 2014. be viewed as a core channel of integrated - Gartner Inc. campaigns. Today $100 million is invested in the gamification of branded marketing campaigns worldwide, with that figure projected to grow to a staggering $2.8 billion by 2016. Mobile technology has enabled games to be delivered easily to consumers as part of interactive digital campaigns. An example is the recently released game-based Fanta Funstigator campaign. Games are a great way to build brand awareness and engage target markets because they utilise humans‟ innate desire to compete. Gamified campaigns also lend themselves to sharing via social media, where people compete with their friends for awards and „badges‟. johnblaskett.com

8. Location-specific Advertising With retail competition intensifying, marketers and advertisers will aim to deliver geo-located marketing campaigns to bring more customers through the door and generate sales. Along with geo-location apps like Foursquare and Facebook Offers, advertisers can also create custom opt-in mobile campaigns that can send display ads, coupons and other digital content directly to consumers if they are nearby or inside a store. An emerging field of geo-location marketing is near-field communications, or NFC. NFC is short range wireless technology that facilitates the transfer of information between devices. NFC is an emerging trend that is Foursquare has over 25 currently used mostly for content million users worldwide that delivery, but in 2013 we‟ll start to see NFC have checked in over 3 used more broadly in campaign delivery as billion times the technology gains greater penetration as new smartphone models are released. - Foursquare johnblaskett.com

9. Blocking Social Media Noise Social media marketers to date have largely focused on maximising fan count instead of maximising fan engagement, but in 2013 the focus needs to be on quality not quantity. The „hide‟, „unlike‟ and „unfollow‟ buttons are going to be used more than ever this year. People are cutting back on their social media traffic by eliminating unwanted noise from their feeds. This means that brands will need to concentrate on adding value by providing relevant Fans are more likely to simply content to their online fans. block all your posts instead of Building relationships by providing unfanning your page on relevant content is what will be Facebook - just because your required to both attract and retain an brand’s page has lots of engaged online community in 2013. followers, it doesn’t mean that they are seeing your content. - Fast Company johnblaskett.com

10. Big(ger) Data 2012 was another year of growth for the use of big data. Back in 2010 companies invested $3.2 billion in big data, and that spend is continuing to grow and expected to reach $16.9 billion by 2015. Companies rely on big data to inform all kinds of business decision making. But in 2013, as competition intensifies across many markets, brands will leverage big data primarily to enhance existing CRM strategies and target consumers more closely. Further, in 2013 new analytical models will be developed and implemented by big brands to deliver the insights that are crucial to creating highly targeted and effective marketing 90% of all the world’s data has communications campaigns. been created in the last two years alone. - IBM johnblaskett.com

11. Social Media Staffing 2013 is crunch-time for late-adopting companies to go social. 83% of marketers think that social media is important to their business but many companies still don‟t allocate adequate resources to do social media marketing properly. In 2013 brands are going to need to make the call to give social media marketing a shot or risk falling behind. The choice is either to engage external agencies or dedicate in-house resources to take on the challenge of managing online communities. Social media staffing can require significant investment and senior management needs to be convinced of the benefits of marketing via social media. 59% of marketers are using By the end of 2013, I believe that we‟ll see social media for 6 hours or more more newly created social media marketing each week, 33% are using it for roles in organisations being filled by dedicated 11 hours or more each week social media staff. - Social Media Examiner johnblaskett.com

12. More Sales Move Online Department stores are continuing to lose out as their customers defect to online shopping, often a cheaper and more convenient alternative. Online grocery shopping is one example of a sector that is experiencing steady sales growth. By mid-2013 online grocery shopping is set to increase to 26% of overall grocery sales, an 8% increase on December 2012. In 2013 we‟ll also start to see more hybrid online shopping experiences emerge, known as „click and collect‟ retailing. Major retailers overseas Australian online (including Tesco and Asda in the UK) are offering click and collect alongside their existing online shopping options. Click and collect retail sales grew shopping occurs when customers order groceries online and then pick up 27% in 2012 the items themselves from their nearest supermarket. I also think that in 2013 we‟ll see more low-involvement purchase - National decisions being made online, with traditional in-store shopping being Australia Bank viewed more as an experience rather than a necessity. johnblaskett.com

13. Connected TV & the 2nd Screen Connected or Smart TV‟s integrate TV with the “49% of people say they are internet, and are becoming more common on simultaneously watching store shelves. Stats show that as many as 1 in TV and interacting with a 4 US households now have a Connected TV. mobile internet device every The second screen refers to the device you use day” while watching TV, for example surfing the web - eMarketer on your laptop computer while the ad breaks are on. 2013 will see the worlds of TV and the internet converge, opening up a new dimension of TV audience engagement. The implications for social TV are huge for both the entertainment and advertising industries. I anticipate that usage of social TV apps like Fango and Zeebox and penetration of connected TV‟s will increase significantly in 2013 and a handful of brands will have integrated the technologies successfully. johnblaskett.com

14. Privacy & Regulation Debate There is clear tension in the marketing data world: consumers want more personalised advertising material, while regulators are threatening to restrict the amount of information available to advertisers to protect consumer privacy. The debate has intensified in recent years with so much personal info being published online via social media, and in 2013 I think that intense debate will be triggered that could threaten the future of responsible data-driven advertising. Being a marketer I‟m biased, but I believe that implementing restrictions which significantly block data availability to marketers would not be in the More than 7 in 10 US consumers best interests of industry or consumers. prefer to receive promotional Regardless of opinion, something is likely to offers that reflect their likes and happen in 2013 that will significantly change the dislikes. way marketers use data and gather insights in the - UK Direct Marketing future. Watch this space! Association johnblaskett.com

15. johnblaskett.com 13 for „13 What do you think? Leave a comment at johnblaskett.com

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