6 Key marketing trends 2013

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6 KEY MARKETING TRENDS FOR 2013
and Tips for Succeeding in the Year of the Customer

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Introduction ....................................................................................................................4

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Big data moves from the aggregate to the individual and starts to become actionable for smaller companies. .........................6
Video: “What to Expectin 2013: Big Data” ....................................................................................................... 7

Companies increasingly invest in unified marketing platforms centered on customer behaviors and automation. ..........................................................8
Video: “What to Expect in 2013: Unified Marketing Databases”............................................................9 Worksheet: “Unified Behavioral Database Planner” ................................................................................... 10

Content marketing becomes even more critical as buyers demand more personalized, uniquely relevant content. .............................................12
Video: “What to Expect in 2013: Content Marketing”.................................................................................13

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Customers expect a mobile-friendly experience. ....................................... 14
Worksheet: “Mobile Email Planner” ..................................................................................................................... 16

The social conversation impacts every channel, from search to Web to emailand beyond. ............................................................................... 18
Video: “What to Expect in 2013: Social Media” ............................................................................................ 19

Marketing departments transform to better deliver individualized conversations with buyers....................................................................................20
Worksheet: “Marketing Staffing Checklist” .....................................................................................................22

Conclusion .................................................................................................................... 24

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Key Marketing Trends for 2013 – and Tips for Succeeding in the Year of theCustomer
The start of each year typically sees marketers ticking off a long list of resolutions for the 365 days to come: Pitch this product more effectively, optimize that email campaign, drive leads faster, get more social, lower costs, become more efficient and dozens of others. All noble goals. But in the year ahead, savvy businesses will shift their emphasis off of themselves and onto theircustomers and prospects, acknowledging a trend that’s cresting right now: customers, empowered by Web and social tools, have more control over the brand than ever. Think of 2013, then, as the year of the customer. Your objective? Writing the next chapter in your company’s illustrious marketing history by moving away from batch and blast initiatives to delivering hyper-personalized campaign interactionsto segments of one. Our mission? Helping you get there with strategies, tactics, videos and worksheets aimed at educating and empowering you to tackle the six biggest digital marketing trends in 2013 and giving you a leg up on the competition.

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Marketing in 2013: The State of the Union
Why the shift to a customer- and prospect-centric model in 2013? Buyers, fed up with crowded inboxesand irrelevant advertising noise, are shutting out content that isn’t relevant to them and using search and social to control their own buyer journeys. In this landscape, relying too heavily on generic communications or even segmentation-based marketing isn’t going to cut it. Now more than ever, you need to understand the person that’s on your website, visiting your social page, clicking...
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