Forbes recently divulged the following “5 Surprising Marketing Trends for 2013.” Though the article was targeted at small businesses and entrepreneurs, there just may be something for organizations of all sizes to learn in this look ahead.
1. Smarter social media
They’re preaching to the choir here, but we agree that not all social media sources are suited to every industry. Theoretically, according to Forbes, this will be the year when small businesses “become confident and adept enough at social media integration to pick the specific platforms that make the most sense for their business.” (Hopefully, others will follow, thinking before engaging and wasting time on sometimes half-hearted efforts that produce no return.)
2. Simplicity will reign supreme
Pushed to the edge of overstimulation by bright, flashy, complicated input, consumers in 2013 supposedly will respond to marketing strategies that re not only simple in nature, but promote goods and services that serve to simplify the individual’s life, or even just their customer experience. (Fingers crossed. We know we, at least, would enjoy a rest from glitz and Gangnam.)
3. Campaign-based marketing ill take a break
According to Forbes, the problem with focusing on a tactic that involves a set group of marketing activities and processes centered on one theme is that it operates on a company-based timeline. As consumers operate in real-time, the theory goes, social media and web sites will become the primary drivers of marketing in 2013. (For our nickel, marketing campaigns often can make good sense unless they detract from, or dilute, the power of the brand.)
4. Marketing will be more tied to revenue generation
In 2013, it is envisioned, marketing’s worth will start being weighed against sales growth vs. lead generation. This could entirely change marketing’s key performance indicators, according to Forbes, and lead to more effective marketing altogether. (Music to our ears. As a business strategy company, as well as a communications firm, we’ve always measured ourselves by the impact of our work on our clients’ growth and profitability.)
5. Mobile will get its due
Based on the fact that more people purchased smartphones than PCs in 2012, Forbes sees mobile strategy as a “bigger, boler line item on every major marketer’s strategy this year.” (As in social media, the trick will be knowing when to jump in and how best to do it.)
So there you have it: Marketing in 2013 will be smart, simple, real-time, sales-focused and available on your phone.
Easy enough, huh? Not really. But we can help. Give us a buzz and get 2013 off to a roaring start for your company
