Communication, Futures, Gareth Case, Social Media, Video

Marketing Trends for 2013 and beyond

Marketing Trends 2013 - Gareth CaseYou may have already seen my post on my top 5 marketing trends for 2012 but for me, there is nothing like looking ahead so I have been thinking about 2013 and beyond and here are some of my marketing trend predictions looking beyond next year.

1. The Social Enterprise
I have spoken about this innovation in a recent post and I believe we will see a dramatic increase in companies embracing their own internal social networks. Technology providers such as Microsoft, Cisco and SalesForce already have or are working on enterprise grade solutions to help us work smarter and more efficiently within a social environment. If your company has multiple offices, a disparate workforce or a high number of employees, you should think about starting the planning process for this now.

2. Hosted Content on Facebook, LinkedIn, etc…
In my opinion, the future of successful marketing lies in the hands of social media and the well established social networks. Our customers (on the whole) are social, so we must be also. I believe the traffic to our websites will reduce as we host more content on the likes of Facebook, LinkedIn and perhaps our own social networks. This will enhance distribution and sharing possibilities and means we can influence on platforms that blend our target audience’s work AND personal time. The advancements in Ruby and Java based apps will make it easy and cost-effective to design rich, multi-media applications on these platforms, and leverage the scope of the 000’s of millions of users they have already.

3. Goodbye E-Mail (well, almost)
As the Facebook generation starts cementing itself in our workplace, the use of traditional communication tools such as e-mail will undoubtedly reduce. The use of e-mail declined last year for 12-17, 18-24, 25-34, 35-44 and 45-54 year olds with an increase only evident for the 55-64 and 65+ age groups. Video as a communication tool will become the standard, supported strongly by social channels. Mobile networks will be equipped to handle video calls and Cisco claim that every endpoint they sell will be video enabled by the end of 2013 and that 85% of all internet traffic in 2015 will be video. This means we will see an increase in video events, video collateral and a more collaborative workforce.

What’s more, smartphone adoption will continue to grow, predicted to account for around 90% of all mobile phones by 2013. Location based marketing, combined with innovations such as Google Wallet are set to transform the way we as consumers source, buy and review our product choices. They will also greatly improve the visibility of campaigns and in some instances will speed up and improve response rates.

I appreciate that all 3 of these trends are heavily biased towards social media but can anyone really envisage growth in traditional marketing channels past 2013? There is and always will be a time for Direct Mail and Trade Shows and I believe they should still form part of multi-channel marketing strategy. At the same time however, the growth, reach, scalability, cost-effectiveness and adoption of social media is one that simply cannot be ignored. I can’t help but think that our use of social media will saturate as time goes by, there are as we know, still only 24 hours in a day and managing our social communities is a time-consuming task.

One last thing to consider… We cannot underestimate the technology companies when it comes to trends. Just 3 and a bit years ago no-one even knew what the App Store was, yet now there are nearly 500,000 apps to download and more than 10,000 new ones submitted every month, and that’s not including Android or any other platforms.

Be sure, they will re-write the rule book once more before the end of 2015…

What do you think will be the next big marketing trend?

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About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page


6 thoughts on “Marketing Trends for 2013 and beyond

  1. Gareth, a very interesting perspective and your definitely on the money, I work in the seniors sector and they are only juts grapsing the pc let alone email, but as the generaion shifts and phases through technology will be completely embedded.

    I am also looking at technological applications for the seniors communities in relation to assitive technologies and also information channels to enable improvements ion quality of life.



    Posted by tim | September 24, 2011, 10:36 am
  2. Gareth – an interesting and thought provoking piece – but – I read and hear these types of stories every day. In fact as a business we’re invested in social media as a means to broaden our customer reach and channels of communication as well as investments in content delivery to ‘new’ marketing platforms iPad, Android etc.

    However what I lack is empirical data that defines WHY social media is a game changer and also what REAL business benefits it delivers in terms of sales acceleration, customer attraction and retention etc.

    Does anyone have any thoughts or references that provides the compelling evidence that talks to this need?



    Posted by Guy Koster | September 29, 2011, 9:07 am
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    Posted by Trent Cashion | October 5, 2011, 6:22 pm
  4. What did you use to design your blog? It’s really awesome can you send me an email and let me know?

    Posted by Pellucid Marginal Degeneration | October 19, 2011, 2:44 am
  5. A great thought provoking piece. As I see comments above about the future and how one can be sure that Social media is the one which is affecting areas like lead generation, customer retention, i beleive like any other new method to improve reach this method will also take some mroe timeto comeup with definite answers. The positive area though is that today it is Viral. Its a sure shot method to reach maximum number of people with minimum time and resource investment. Yes i agree that you are not sure about the profile of your viewers, but there are ways and means of choosing a platform which is designed for a perticular type of audiance on the web.
    More traffic also increases chances of having more success rate. Also its a platform where you will know what people are talkign about your product/ brand. And you dont even have to invest heavily to reach to them. Think of getting a opinion pole done for a web page, you can now have alink posted on FB and let people visit and give their comments. there are m,any such areas where you can use this platform. and while we are still understanding full potential of this media we will evolve methods to measure effectiveness more accurately. Today it is sentoment analysis, tomnorrow it would be making most appropriate advertisements made available bases your past browsing history and connections on the social group to have bnetter targetting. Google is already doing it……

    Posted by Anuradha Sathe | November 28, 2011, 5:46 am


  1. Pingback: Goodbye QR Codes – Hello Blippar « INSIDE A MARKETING MIND: BLOG BY GARETH CASE - September 27, 2011

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