Internet marketing is now a critical piece of just about any company’s marketing mix.
There are few marketing options with the speed, efficiency and reach as
internet marketing. And so you should take the time to ensure you are focusing
sufficiently on your internet marketing to maximize your revenue and growth.
The year
2013 will prove to be another year in which the array of internet marketing
vehicles, tools and techniques will continue to increase. To help you
capitalize on the opportunities, here are 13 hot internet marketing trends for
2013 that you should consider when planning your marketing initiatives
throughout the year:
13 Hot Internet
Marketing Trends in 2013
1. Design
Matters
Design
matters, because design sells. Just look at the success of Apple, Pinterest,
Desk.com or Nike. All four websites are stunning, and that’s no coincidence.
Apple is the most valuable company of all time. It actually carries very few
products, though. It’s the design that powers Apple’s value. Nike is a shoe and
apparel company, yet pays just as much attention to the design of its website,
videos and ads as much as to anything else. Focus on great design for all of
your internet marketing in 2013.
2. Marketing
Goes Visual
Similarly,
communication through visual means is hot, and only getting hotter. Whether the
explosion in infographics, or the dramatic rise in the popularity of Pinterest,
or the redesigns of Facebook, LinkedIn and Twitter, we are going through a
visual revolution. Start figuring out how to make more of your marketing visual
in 2013.
3. Parallax
Design
Parallax
website design incorporates special scrolling techniques whereby background
images on the screen move slower than foreground images, creating an illusion
of depth on the screen. You can see examples at the following websites:
Volkswagon Beetle and Activate (be sure to scroll down the page!). If you are
planning a website redesign in 2013, consider incorporating elements of
parallax design.
4. Mobile
Mobile Mobile
Wordwide,
there are over 5 billion mobile users and 1.1 billion smartphone subscribers
specifically. The iPad was the fastest growing technology product EVER! Wow, if
you need further convincing that you should start planning how to connect with
your audience via mobile channels for your business, you’re nuts!
5. Video
Video Video
More than 4
billion online videos are watched every day. Sixty-eight percent of video
watchers share video links. So it’s clear your audience likes video. On top of
this, consider that after 72 hours, a typical person can retain about 10% of
text that they’ve read, 65% of an image they’ve seen, or 95% of a video they
watched. Think that video might be helpful with communicating your message to
your audience? Just a bit, huh?!?
6. Cloud-Based Tools
To be
uber-efficient with your internet marketing efforts, you should be using
cloud-based tools. For email marketing, you might be using Mail Chimp. For SEO,
you might be using SEOmoz. For landing page testing, you might be using
Unbounce. For heat map analysis, you might be using CrazyEgg. For website
analysis, you might be using BoostSuite. Check out all the unbelievably useful
options available to you.
7. The
Multi-Screen World
With 86% of
mobile internet users actually using their devices while watching TV, and with
more than 10,901 Tweets PER SECOND being issued as TV viewers watched Adele win
Record of the Year at The Grammy’s, it’s clear that we all live in a
multi-screen world. Make sure that your internet marketing accounts for not
just desktops, but ALL screens.
Facebook
has more than 1 billion users, and Twitter has more than 500 million. Social media is an opportunity for your business, but it’s been difficult for many
businesses to make sense of it all and to gain solid business value out of it.
With a growing number of marketing platforms such as Wildfire by Google and
ShortStack, and with more granular social media analytics as provided by tools
such as SproutSocial, Followerwonk and PageLever, extracting clear meaning from
your social marketing will get easier over time.
9.
Retargeting Goes Mainstream
Retargeting
is a means of placing your advertisements in front of your audience after they
have left your website without converting. What many marketers fail to realize
is that retargeting is one of the most effective internet marketing techniques
available. If you are already investing in your site and your marketing
campaigns for more site traffic, then it typically pays big dividends to remind
the people who left your website without a conversion of your value in solving
their needs. Your options for retargeting include Google Remarketing, AdRoll,
Retargeter and also Bizo (for exceptional B2B retargeting).
10. Email
Remarketing
In lead
generation campaigns or retailer email marketing, there are always going to be
occurrences of form or cart abandonment. However, it’s a waste to just let the
prospect go without reaching out and finding out if you might indeed offer
exactly what they want or need. After the abandonment of a registration form or
online shopping cart, through email remarketing yo
u can send out an automated
email to give your brand another chance at winning the heart and mind of the
prospect. According to SeeWhy, 26% of those who abandoned an online shopping
cart will return to complete the purchase in the case they receive a
remarketing email.
11. Search,
Social & PR Collide
Organic
search has been incorporating social signals for some time, and the integration
of search and social has accelerated with the introduction of Google+ and the
Google Knowledge Graph. With Google’s Panda and Penguin search algorithm
updates, it’s become extremely clear that quality and value matter. That means
high quality content, combined with sincere, transparent social marketing,
combined with targeted PR is going to be a triad that’s hard to beat.
12.
Attribution Measurement
If you run
multiple forms of internet marketing, such as paid search, SEO, email
marketing, display advertising, and retargeting, then it can be difficult to
assess the value of each piece of your marketing puzzle. If someone encounters
your brand five times in a given week through the different marketing vehicles,
who’s to say how much credit to give to each of the different pieces. That’s
where attribution measurement services come in, whether Google, ClearSaleing or
VisualIQ.
13. The
Hispanic Market
Hispanics
are the fastest-growing segment of the US population. And as they represent
approximately 25% of new births, expect them to have an impact on your future
business. Research points to Hispanics spending more time online than
non-Hispanics and being more active online than non-Hispanics. If you have been
ignoring the Hispanic market, perhaps 2013 is the time to start providing the
market with the attention and customization that it deserves.
