Optify Identifies Key Trends For Digital Marketing Industry in 2013

Optify Identifies Key Trends For Digital Marketing Industry in 2013:by Jennifer Wong

Leading Digital Marketing Software Company Forecasts 12 Predictions to Shape the Industry in the Next Year

SEATTLE—December 11, 2012 — Optify, the leading innovator in digital marketing software, today announced its top predictions to shape the digital marketing industry in 2013. The past year saw many changes in the digital marketing landscape, including the addition of social content in SERPs, multiple IPOs and acquisitions, an increase in Google’s “Not Provided” from organic referring traffic, and a heavy reliance on digital marketing agencies to support companies’ marketing efforts. Digital marketers are still determining how to navigate this evolving sector, and which opportunities will help propel their companies in the coming year.
In this landscape, Optify’s top predictions include:

1. The world does not end.
   
   
2. Agencies will double in quantity. With the proliferation of point solutions to manage, measure, and report on various online and social activities, companies are turning to digital marketing agencies to help them take over these efforts. The unprecedented demand contributes to the increase in digital marketing agencies – from owner-operated agencies to consultants, all the way to creative agencies offering more online services. Optify expects the number of agencies to double within the next 3-5 years.
3. Consolidation of tools. More point-solution tools will consolidate into integrated solutions as marketers look for better efficiencies and utilization of tracking and reporting.
4. Integrated campaigns. After seeing a surge in digital marketing adoption in 2012 including the establishment of channels like social media, and the emergence of new channels like mobile, 2013 will be the year of integrated campaigns as marketers aspire to leverage cross-channel campaigns to deliver better results at a lower cost.
5. Stronger connection between offline and online events. Cross-channel campaigns including offline events such as direct mail, tradeshows, city tours and networking events, will continue to become more seamless in the next year. Companies will try to tie offline events to online experience and find ways to measure the impact of these cross-channel campaigns through comprehensive tracking and analytics.
6. Paid Search for B2B companies will continue to show decline as new, better ad platforms emerge. In the past year, we’ve already seen the initial indications of a decline in Paid Search among B2B companies, as marketers identified a decrease in generated leads and effectiveness from their PPC campaigns. In the next year we expect this trend to continue on a larger scale, as companies identify more efficient, cost-effective alternatives to utilize. Google, as a reaction, will try to mitigate its issues with Paid Search for the B2B sector with improved services, additional insight to user intelligence, and a stronger sales team.
7. Google will start charging for its data and access to its analytics. In 2012 Google made huge investments in its Analytics solution as well as stronger enforcement of its API terms. Coupled with increasing blocked referring data (over 40% of organic searches are blocked – link to press release) it seems like Google is making a move towards charging for the data it collects and stores. >Google will continue to dominate the B2B Search Market. In 2013 Google will reach 95% market share for the B2B Search Market.
8. Journalists and bloggers defined by content not titles. In 2013 the lines between traditional media and new content formats will continue to blur and what will distinguish between journalists and bloggers is the content they create and their reach, not their titles.
9. Marketing budgets will match IT budgets. As marketing departments invest more in software and infrastructure, marketing budgets will match those of IT departments shifting the budget power balance.
10. Sales responsibilities moving to marketing. In 2013 more companies will move sales responsibilities – inside sales, sales operations, lead qualification – to the marketing departments.
11. Email grows even bigger. With the increase of social media and mobile usage, email marketing is growing to astonishing rates and in 2013 we will see even bigger growth as more businesses adopt online marketing.

“The digital marketing landscape is ever-changing, and in 2013 it will be essential for B2B marketers to evaluate their efforts on an on-going basis to be sure they’re generating the highest ROI,” said Rob Eleveld, CEO of Optify. “As we have already begun to see a sharp decline in the ROI of Paid Search, we expect to see digital marketers participate in alternate channels and adopt a more integrated approach to their marketing strategies.”