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 MailChimp. 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.
8. Social Media Gets
Smarter
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 asSproutSocial, 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 you 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.
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