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Digital Media and Email: Top Trends for 2013

December 7, 2012

As we head into 2013, the pace of change in digital marketing shows no sign of slowing. Here’s a quick look at some of the top digital media trends for 2013:
 
Focus on Mobile
With the explosion in the use of mobile devices, people will need to pay ever more attention to optimising digital material for mobile use. If your content can’t be easily read on the full range of mobile devices, it’s time to act.
 
ROI
Budgets are tight, and marketers are expected (as always) to do more with less and to demonstrate return on investment. There will be a clearer focus on conversion as against traffic, with greater measurement of the different stages in the sales funnel to identify what activities bring the best conversion rates. 
 
More video
Marketers will be using video in increasingly sophisticated ways, looking closely at metrics and working out how to use video most effectively.
 
Personalisation
Information-overloaded people are less and less likely to read generic content. They want timely and relevant messages that reflect their needs and interests. Marketers who already segment their databases will be looking for new niches; those who don’t yet segment will be starting to do so.
 
Multi-channel integration
Social media is here to stay, and there’s increasing recognition that it should be used as part of a fully integrated approach. Companies will be finding new and innovative ways to link channels together, in order to give consistent messaging across all platforms.
 
Content strategy
More marketers will be planning ahead, developing a structured approach to content that helps define the type of content needed and the topics it will cover. There will be a growing emphasis on improving quality and ensuring that content is useful to the reader.
 
What does this mean for email in 2013?
People have been predicting the death of email for years, but it hasn’t happened. It’s still the single most cost-effective way to make direct, personal contact with customers and prospects. And with the growth of multi-channel integration and the demand for personalised content, email is looking stronger than ever. Which means your email list is still your most valuable tool.  Love it, grow it, use it, and you will be rewarded!

Posted by Jenni Malley
Topical email


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