What’s in Store for Performance Marketing in 2013?
posted by Dan Cohen - Regional Director, North West • 07 Jan 2013
Whilst many of us have been extremely busy over the Christmas and New Year period – helping the online retail sector generate what looks like being record sales results - today feels like the day that the majority of us are back at our desks, thinking about the year to come.
So I’m going to take the opportunity to share over the coming days which key trends I believe are going to most impact the sector and what Performance Marketing practitioners should be focusing on in 2013. I’d be interested to hear your views too, so feel free to add your comments below.
1. Mobile performance marketing will become mainstream – With the surge in smartphone and tablet ownership set to continue and consumers’ passion for apps undiminished, 2013 will see mobile performance marketing really take off. Mobile price comparison sites, location-based voucher and discount codes that can be redeemed in-store and our newest initiative – the ability to bring performance marketing to the lucrative app marketplace – are just some of the mobile opportunities that all marketers should be integrating into their campaigns.
2. Personalisation will be even more important – The rise in personalised advertising has been a top trend in marketing in 2012 and will continue into 2013. More and more brands are using performance marketing to allow them to carefully select target audiences for tailored ads and offers and to analyse conversions and actions to improve service. Those brands that don’t adopt this will be left behind.
3. Programmes that are not multi-channel and multi-touch will fail – Consumers now want to research and buy products and communicate with brands through a multitude of channels and devices, and to be able to jump seamlessly between them. For marketers it is becoming hard to manage the technology, volume and flow. Performance marketing provides a good route for expanding into new channels, such as mobile, without having to invest heavily in additional development.
I’ll be back with more of my key trends in Performance Marketing later in the week.
Here’s to a successful 2013 for us all!