2012 was an exciting year for the Australian digital marketer. The rise of mobile and social has created a raft of new opportunities to engage with consumers in more relevant and meaningful ways, meaning campaigns can now be more targeted and generate a higher return on investment. So, as we make headway into 2013, how can marketers leverage all they have learned over the last 12 months to make 2013 their most successful yet? Here, I reveal the top considerations for marketers to include on their 'digital to do lists.'
- Mobile will become the leading communications platform: Over half of all Australians now own a smartphone and as penetration rises, and consumers increasingly use their phones as their desktop and inbox, smart marketers have realised the need to optimise their communication using responsive design. Given that Australian smartphone penetration is the second highest in the world, Australian marketers have an opportunity to lead globally when it comes to best practice in mobile and those not already upping their game need to make mobile a key focus in 2013.
- ROI more important than ever: The Big Australia Report revealed that half of marketers (49%) expect digital marketing budgets to rise next year, 70% intend to execute a higher volume of email campaigns and 64% are planning to send more individual emails. With this in mind, establishing and planning for the value of the bottom line and return on investment from every campaign will become even more important next year.
- Use of social data will become mainstream: Marketers used to talk about building social communities, but now it's all about how to integrate social data into campaigns and engage your audience. Platform integrations like Facebook Connect will become increasingly important for marketing teams looking to leverage consumer insight and increase ROI.
- Automated and programmatic campaigns will become the norm: Over the course of the next year we expect to see an ever increasing shift in the sophistication of campaign planning. Marketers will move from the overwhelming effort of continually building manual one off campaigns to automated and programmatic communication. Common occurrences like welcome programs or reactivation programs will be expanded in their remit and become a much more powerful part of the marketer's tool kit.
What are your predictions for the digital marketing industry this year? I'd love to hear what you have in store for 2013.