Disruptive technologies, such as social media, video, search engines and mobile, are embraced by the wider population because they bring enhanced capabilities in accessible packages. Like a high speed train, companies have got the option to be either ‘on board’ when these changes happen, or get left behind at the platform waiting for the next train to come along.
A recent Business Zone article noted: “There’s no denying it, the world is rapidly shifting from analogue to digital.
“People are consuming more and more digital content on a daily basis – on mobile phones, laptops, desktop computers at work, and more – and companies that have not yet recognised this in their marketing strategies need to adapt fast.”
Rob Eleveld, CEO of Optify, told Forbes Magazine that 2013 is likely to see more digital marketing agencies as demand for the technology grows. Companies will look for broader suits in recognition of multi-channel requirements, and there will be a bigger emphasis on quality over quantity.
The ability to market across markets and platforms will be a must in the new year. Social media and mobile will be the most prominent marketing platforms, but creating campaigns that deliver consistent messages across these channels will be more important than spending big in one area. Leveraging social signals and intent will also gain more focus, and the social data cloud will be an increasingly important part of digital marketing strategies.
Mobile innovations should be tracked by all businesses, with smartphones becoming an important part of the Australian lifestyle. The Australian Bureau of Statistics found 32 per cent more information was downloaded on phones between April and June 2012 than for the final three months of 2011, with over 16 million mobile handsets in use.
Marketing in 2013 will be dominated by personalisation, and social media and mobile technologies will be the enablers. Responsive design – whereby the screen size, platform and orientation of the device responds to the user’s behaviour and environment – will be a typical trait replicated across several channels, as users become more picky about what they chose to consume.