2013 Digital Trends Infographic

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The digital world changes quickly. Sometimes, so fast it’s difficult to know which marketing channels to focus on in order to maximise ROI and improve sales/leads.

Our infographic gives you a glimpse into the 5 key areas that companies and digital marketing agencies will focus on in 2013.

2013 Digital Trends - Infographic by Xanthos

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2013 Digital Trends

Which marketing channels are taking the lead in 2013 and what can you do about it?

The top 5 marketing priorities for 2013 are:

  • Content marketing
  • Social engagement
  • Conversion rate optimisation
  • Targeting and personalisation
  • Mobile optimisation

Content Marketing

In 2012 29% of companies rated content marketing as important

In 2013, that number jumped to 39%

Who has responded to this?

Coca-Cola’s 2020 advertising strategy puts content at its core. Try ‘content planning’. Coca Cola applies a 70/20/10 investment rule to content creation.

  • 70% is low-risk, core content relevant to their brand
  • 20% is spun-off from what has already worked within the 70% by optimising and innovating
  • And the remaining 10% is high-risk, experimental content that can become tomorrow’s 70% or 20%.

The challenge: create content which is:

  • Relevant, shareable and reusable
  • Adaptive
  • User and context sensitive
  • Enriched socially

Social Engagement

Important for 54% of companies in 2012

In 2013 important for 37% of companies

Social media analytics low in the pecking order – 9% for companies dropped from 19% in 2012.

The challenges:

  • Defining and valuing engagement
  • Social maintenance
  • Building cross-departmental bridges
  • Making sense of all the data
  • Separating the wheat from the chaff
  • Correlating social trends with other data.

Conversion Rate Optimisation

In 2012 CRO was important for 34% of companies.

In 2013 CRO is important for 39% of companies.

Small changes can translate into significant financial gains.

Things to do:

Try to align past purchase data with web analytics information to find the connection between conversion and content consumption.

The challenge:

Understand what’s happening in the whole ecosystem of content and social in order to make tactical changes to increase conversion and revenue.

Targeting and personalisation

52% of marketers say the ability to personalise content is fundamental to their online strategy

The challenge will be to find a way to place customised messages in front of a consumer so that they are seen as valuable instead of intrusive.

Rarely used but powerful methods of personalisation include:

  • Purchase history data – only leveraged by 21% of marketing organisations but of those that use it, 77% say it has a ‘high impact on ROI’
  • Behaviour data – currently employed by 20% of respondents but of those, 68% report strong ROI from it.
  • Social graph data – currently only 6% use it, while of those that use it, 88% give it high marks for ROI.

Mobile optimisation

56% of companies say that in 2013 they need to understand how mobile users research/buy products. This is up from 47% last year. Only 14% of companies say this is not important.

44% of consumers always research purchases online before actually buying in-store

52% sometimes check online before buying in-store

This means: Every web page, shopping cart and piece of rich content must work well on any device in any location.

The Conclusion:

Content Marketing is the Winner!

The takeaway message:

Create quality content. Here are a few ideas to get you started:

  • Infographics
  • Blog Posts
  • Case Studies
  • Website Content
  • Social Media Content
  • Rich Content
  • Webinars
  • Ebooks
  • Whitepapers
  • Videos

Need help developing your content marketing strategy?  Get in touch with Xanthos Digital Marketing. We will walk you through the process.


Econsultancy: Quarterly Digital Intelligence Briefing: Digital Trends for 2013 in Association with Adobe

Infographic created by: Xanthos Digital Marketing