1、,2 13,for,from,10 DIGITAL TRENDS,10 Digital Trends for 2013,2,#1 Market to audiences that really matterDemographic-based data sets could transform search marketing ROI in 2013. They make it possible to direct paid search campaigns to audiences defined at increasingly granular levels. For instance, c
2、ampaigns will be able to target, not just specific search engines and keywords but, specific locations and gender too.There will be some red tape. Policies will restrict demographic knowledge from being over-exploited. So for the moment advertisers wont be able to use paid search to sift out 20-year
3、 old women in Reading looking for car insurance but its perfectly plausible that you could run a campaign to zero in on young female drivers in the same city.What impact will this have on search revenue? The benefit to Google and SEM agencies will not come from any major uplift in click-through rate
4、s, but from increased costs per click. Businesses that target specific demographics individually will become the best converters, resulting in more campaigns using the same keywords and inflating CPCs en route to premium results rankings.Greg BurgessDirector of Digital Advertising,#1#2#3#4#5#6#7#8#9
5、 #10,10 Digital Trends for 2013,3,#2 SEO gets agile and grows social conscienceSocial platforms are the worlds mightiest content aggregators. They send news and stories careering across the globe at breakneck speed and therein lies opportunity.2013 will see SEO teams deepening their relationship wit
6、h social platforms. They will be utilised to share content with the right people, at the right time content that taps in to trends and captures the imagination of customers (both potential and existing). Agile companies that can react quickly to new customer behaviours and technological developments
7、 are on the right road to outmanoeuvring the competition and boosting their search rankings. Social media provides ideal equipment for the job. Its time to limber up.Keith HorwoodHead of SEO,#1#2#3#4#5#6#7#8#9 #10,#3 The matrimony of marketing and PRIn the post-Panda, post-Penguin world, SEO success
8、 is about quality content, building a focused brand and maintaining a consistent voice across marketing channels. Thats a tough nut to crack when disparate marketing and PR teams are battling for budgets as well as bragging rights for their part in each company success.Its time for a united front. M
9、arketing and PR must work together to create good content strategies. Why? Traditional online marketing, where the call to action is invariably a website address or social media profile, is no longer enough. Each facet of the marketing team must contribute to online brand building.Everything is mark
10、eting; marketing is everything.Angela GreenwoodDirector of Account Management,#1#2#3#4#5#6#7#8#9 #10,10 Digital Trends for 2013,4,#4 Crunching the numbers will be more revealing than everDevelopments in several areas of search technology are coming together to offer exciting new analytical possibili
11、ties: the ability to join up data from different user sessions, sites and devices along with vast amounts of data generated by social networks. The insight offered by tools that provide ways to map and correlate this data is immense, if somewhat overwhelming.Many companies will be investing heavily
12、in buying or building software that provides an integrated view of all marketing channels - those that can empower their analysts with the most useful, actionable information will be gaining a significant competitive advantage.Simon RaybouldTechnical Director,#1#2#3#4#5#6#7#8#9 #10,10 Digital Trends
13、 for 2013,5,#5 Mobile advertising takes companies closer to customersFor some advertisers, succeeding in mobile marketing is simply a case of mimicking models that have worked for years on the desktop platform. Theres so much more to it than that.Smartphones and tablets are increasingly ubiquitous.
14、Consumers are enjoying more digital content and making more purchases from mobile devices than ever before. The IMRG forecasted that purchases from mobile devices during Christmas 2012 would represent 20% of online purchases, while mobile visits would hit an all-time peak of 30%.With stakes this hig
15、h, a one-size-fits-all approach pilfered from desktop wont cut it. Mobile is a unique platform with unique opportunities. Theres a chance to be hyper-local, to harness touch-screen functionality and to utilise the ability to make calls and download apps. Forward-thinking companies can take advantage
16、 of a market that is a long way off being saturated. And forward-thinking performance marketers will be there to help them.Tina JudicManaging Director,#1#2#3#4#5#6#7#8#9 #10,10 Digital Trends for 2013,6,#6 Facebook becomes the local expertLocal advertising and social technology go hand in hand.2013
17、will see Facebook continue their advances into the local space. By combining local information, knowledge of how it fits into users social networks and an understanding of how users engage with Facebook on the move, the social media behemoth will seek to dominate the local space through apps, advert
18、ising and functionality advances.But theres an even bigger picture to consider here. Facebooks steely focus on the local space is part of their strategy for moving into search. They know they cant grab the market all at once, but will slowly move into it by harnessing the huge amounts of relevant lo
19、cal data at their disposal.Greg BurgessDirector of Digital Advertising,#1#2#3#4#5#6#7#8#9 #10,10 Digital Trends for 2013,7,#7 Google will present smarter search results2012 welcomed the arrival of social data to Googles search results. That was just the beginning. Structured data, rich snippets and
20、microdata are all set to make 2013s search results even better for consumers. Google has hinted at significant changes and will roll out refinements to their search results pages throughout the year.One thing that wont change is the inclusion of author profiles in the search results. Expect their us
21、e to increase in importance during 2013 as content becomes assessed, not just on the perceived value of the site its published on but, on the quality of its writer too.Bronson HarringtonSEO Consultant,#1#2#3#4#5#6#7#8#9 #10,10 Digital Trends for 2013,8,#8 Content marketing will boost business (but b
22、anner ads arent dead)If content is king then in 2013 it will reign supreme.More and more companies will adopt a content-focused approach to their web advertising in 2013, driving consumers to informative editorial pieces. The high costs per click and low click-through rates typical of hard-sell adve
23、rts will dwindle, replaced by the low CPC and high CTRs that define useful, sharable content.Out with the old, in with the new? Not quite. Content has proven its potential for ROI and will be increasingly important to advertisers in 2013. But by no means is this the death knell for traditional web a
24、dvertising. Banners and the like will still be prevalent, theres no doubt about it.Luke TownsendProduct Director,#1#2#3#4#5#6#7#8#9 #10,10 Digital Trends for 2013,9,#9 International targeting brings global customers a step closerRetailers no longer need a physical presence in a country in order to s
25、ell their products there. With careful planning, weve seen retail clients prosper in international markets simply by offering competitive delivery costs and a well-thought-out returns policy.The question is: how do you know if your products will be popular in a foreign market? Paid search offers a c
26、ost-effective way to test the waters. And with costs per click often being significantly lower in less competitive markets, 2013 could be the year many businesses get their first overseas customers.Angela GreenwoodDirector of Account Management,#1#2#3#4#5#6#7#8#9#10,10 Digital Trends for 2013,10,#10
27、 The next big thing for performance marketing?NFC (near field communications) technology is set to explode over the next twelve months. It will give tech-savvy companies brand new ways to develop relationships with consumers through highly-targeted, totally unique content.Lets say a music venue want
28、s to boost visits to its Facebook page. That venue could use NFC technology to create a poster that visitors can tap with a smartphone to Like the venue on Facebook. To say thanks, the venue could then send that user a code that offers discounted entry next time they visit. Then there are the opport
29、unities offered by Square, the payment app for iDevices and Android phones, that enables users to take card payments anywhere.Some very, very exciting prospects lie ahead for companies that want to build closer connections with their audience. And well be there to help everyone make the most of them.,Tina Judic Managing Director,20,.00,#10,#1 #2 #3 #4 #5 #6 #7 #8 #9,10 Digital Trends for 2013,11,0845 154 4692,An award-winning performance marketing agency, specialising in PPC, SEO, Social and Mobile Marketing.,discoverfound.co.uk,
