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Digital marketing: out with the old, in with the new

2012 turned the digital marketing environment into a social frenzy on the move. Look out for an explosion of new technologies and capabilities moving into 2013.

Contrary to the beliefs of the mystics, hippies, druids and pagans stationed outside the ruins of Chichen Itza in Mexico, the Maya had no apocalyptic myths and believed the end of the cycle merely brought a time of transition.

2012 ushered in huge changes to the digital marketing stratosphere, with social, mobile and search capabilities re-defined permanently. We may not have seen an apocalypse last year, but the Mayan prophesies can certainly be credited for predicting a huge change in tides.

What changed in 2012?

The digital marketing world has little time for reflection or looking back, but as the old adage goes, to understand your future you must understand your past, and a little look at what changed in 2012 can help marketing teams the world over prepare for a busy January, when budgets are being discussed and altered to meet the new challenges ahead.

Econsultancy’s inaugural ‘State of Digital Marketing in Australia study revealed that the digital environment was becoming increasingly healthy, although Aussie firms still risk losing out to international competition if they fail to fully take the plunge.

One-third of the average marketing budget was attributed to online disciplines in 2011, which increased by an average of 26 per cent in 2012 and is expected to grow further in the new year. Email marketing and search engine optimisation garnered the lion’s share of attention in the digital realm, although there was an increased impetus on emerging channels in 2012, such as social media and online video.

Rob Eleveld, CEO of Optify, told Forbes there had been a swathe of change in the digital marketing arena last year. “We saw the addition of social content on search engine results pages, multiple IPOs in the digital marketing ecosystem, an increase in Google’s search dominance and a heavy reliance on digital marketing tools and agencies to support companies’ marketing efforts,” he said.

Moving into 2013

Moving into 2013 you can expect a consolidation of new platforms as multi channel marketing becomes the new buzz word in the industry. Rather than placing their chips companies will be expected to spread their efforts evenly across a number of emerging marketing channels, while at the same time keeping their company focus consistent.

These changes will occur as the mobile revolution ensues, and companies should be prepared to be more intelligent with how they market as the availability of data increases. Marketing campaigns of the future will be completely consumer-centric, based not on what you know, but on who you know.