Experian reveals its predictions for digital marketing trends in 2013
London, 8 January 2013 – Experian, the global information services company has today published Digital Trends 2013, a comprehensive analysis of how data and technology will impact the digital marketing environment in 2013 and the key digital trends for marketers to watch.
With a foreword by the Prime Minister’s Ambassador to TechCity and leading internet technologist, Ben Hammersley, the report sets out Experian’s key predictions for 2013 across social, search, mobile and email, as well as the next developments for Big Data, and how the digital revolution has impacted on consumer behaviour.
Key trends highlighted in the report include:
Social: Blindly chasing fans or followers has rightly lost credence as brands realise that social sharing and referring has the biggest impact. As a result, simpler and more effective tools to measure social sharing will allow brands to refocus on creating meaningful social media campaigns.
Search - Search engines are becoming more like content portals and less like navigational tools. Consequently consumer queries from currency exchange rates to weather forecasts to celebrity appearances are being answered by search engines without the need for the user to click through to a website. This shift is set to increase consumers’ dependence on search even further this year.
Mobile – Only a third of websites are currently optimised for mobile, yet in 2013 not having a mobile optimised site will not be an option as consumers increasingly shift to mobile applications.
Email – Creating personalised experiences based on data and real-time insight will be key in 2013. Added to this will be the ability to update email content once it is in the inbox – essential as consumers become increasingly used to real-time engagement with brands.
Data – Big Data will continue to be a buzzword in 2013 and will be pivotal in digital marketing. Digital linkage across email addresses, mobile numbers, cookies, and device IDs will enable data to work to improve marketing effectiveness and engagement regardless of channel.
Jon Buss, Managing Director, Digital, Experian Marketing Services commented: “It’s clear that online and offline communications will continue to blur in 2013 as cross-channel marketing becomes the norm. Thanks to digital channels we’ve moved from a one-way flow of information to a two-way conversation. Omnichannel marketing is the next step, creating a seamless consumer experience across all channels by using real-time data to truly understand who a customer is.”
Head of PR, Experian Marketing Services
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About Experian Marketing Services
Experian Marketing Services delivers best-in-breed customer data and insight, digital-marketing technologies and data management services into multiple regions around the globe. By helping marketers more effectively target and engage their best customers with meaningful communications across both traditional and digital media, Experian Marketing Services enables organisations to encourage brand advocacy while creating measurable return on marketing investment.
For more information, visit www.experian.co.uk/marketingservices
Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.