Digital marketing is a rapidly growing force in a world that is highly mobile and connected. It has emerged as a critical factor for competitive differentiation and growth for many businesses. A recent Forrester report shows that digital budgets are expected to rise to 20% of the total marketing budgets in organizations across the globe. The predictions indicate that digital will be integral to all marketing activity and online platforms and will continue to replace traditional mass media.
Several mobile marketing tools such as location-based apps have also gained momentum in the recent past. According to eDigitalResearch, 54% of all smartphone owners use their phones to access websites, and 38% have made an online purchase with their phone! Location-based mobile marketing can effectively connect the consumer to your campaign because it's real-time and personal. Whether they're at a retail store or in its vicinity — the consumer can easily get all information on their mobile devices.
This has also led to the emergence of SoLoMo – a combination of marketing through social, local, and mobile mediums - a buzzword that is expected to make waves in 2013. SoLoMo has come about in the context of smartphones, tablets, or other mobile computing devices. It lets businesses promote their offers, and gives location-specific search results to customers.
SoLoMo-based strategies can play a key role in enhancing brand identities. For example, the Mercedes 'Tweet Fleet' campaign in Germany helped hundreds of drivers in search of parking spots during a busy holiday season. Combining the in-car park assist feature with crowdsourcing, the solution sought to push content (alerts and directions) via Twitter to both the dashboard and mobile interfaces.
Another 'go to' promotional strategy for digital marketers in 2013 would be content marketing. Content curation, touted as the newest player in the content marketing scene, is being keenly observed by industry watchers. It is the process of finding, grouping, organizing and sharing relevant content on a specific issue from multiple sources. For instance, FedEx created a site as part of an online campaign over a Federal Aviation Administration reauthorization bill making its way through Congress. It was a central comprehensive location of all the news related to the matter.
Email marketing too continues to be an attractive marketing strategy for 2013. Though experts were once predicting that social media would make email dated, marketers are realizing the value of email in advancing their social media presence and customer engagement. When Air New Zealand created the 'best in-flight safety video ever', they also developed a pre-flight email reminder. Besides a personal greeting from a crew member, the email recaps the traveler's itinerary, offers destination tips and weather forecast. Both the pre-flight email and the post-flight email have so far generated impressive open and click rates.
In the days to come, the growing size and complexity of the digital marketing realm calls for an integrated approach. A seamless online presence over the Web, social and mobile will help businesses attract new customers, while staying connected to the existing ones.