,2 13,for,from,10 DIGITAL TRENDS,10 Digital Trends for 2013,2,#1 Market to audiences that really matter Demographic-based data sets could transform search marketing ROI in 2013. They make it possible to direct paid search campaigns to audiences defined at increasingly granular levels. For instance, campaigns will be able to target, not just specific search engines and keywords but, specific locations and gender too. There will be some red tape. Policies will restrict demographic knowledge from being over-exploited. So for the moment advertisers wont be able to use paid search to sift out 20-year old women in Reading looking for car insurance but its perfectly plausible that you could run a campaign to zero in on young female drivers in the same city. What impact will this have on search revenue? The benefit to Google and SEM agencies will not come from any major uplift in click-through rates, but from increased costs per click. Businesses that target specific demographics individually will become the best converters, resulting in more campaigns using the same keywords and inflating CPCs en route to premium results rankings. Greg Burgess Director of Digital Advertising,#1 #2 #3 #4 #5 #6 #7 #8 #9 #10,10 Digital Trends for 2013,3,#2 SEO gets agile and grows social conscience Social platforms are the worlds mightiest content aggregators. They send news and stories careering across the globe at breakneck speed and therein lies opportunity. 2013 will see SEO teams deepening their relationship with social platforms. They will be utilised to share content with the right people, at the right time content that taps in to trends and captures the imagination of customers (both potential and existing). Agile companies that can react quickly to new customer behaviours and technological developments are on the right road to outmanoeuvring the competition and boosting their search rankings. Social media provides ideal equipment for the job. Its time to limber up. Keith Horwood Head of SEO,#1 #2 #3 #4 #5 #6 #7 #8 #9 #10,#3 The matrimony of marketing and PR In the post-Panda, post-Penguin world, SEO success is about quality content, building a focused brand and maintaining a consistent voice across marketing channels. Thats a tough nut to crack when disparate marketing and PR teams are battling for budgets as well as bragging rights for their part in each company success. Its time for a united front. Marketing and PR must work together to create good content strategies. Why? Traditional online marketing, where the call to action is invariably a website address or social media profile, is no longer enough. Each facet of the marketing team must contribute to online brand building. Everything is marketing; marketing is everything. Angela Greenwood Director of Account Management,#1 #2 #3 #4 #5 #6 #7 #8 #9 #10,10 Digital Trends for 2013,4,#4 Crunching the numbers will be more revealing than ever Developments in several areas of search technology are coming together to offer exciting new analytical possibilities: the ability to join up data from different user sessions, sites and devices along with vast amounts of data generated by social networks. The insight offered by tools that provide ways to map and correlate this data is immense, if somewhat overwhelming. Many companies will be investing heavily in buying or building software that provides an integrated view of all marketing channels - those that can empower their analysts with the most useful, actionable information will be gaining a significant competitive advantage. Simon Raybould Technical Director,#1 #2 #3 #4 #5 #6 #7 #8 #9 #10,10 Digital Trends for 2013,5,#5 Mobile advertising takes companies closer to customers For some advertisers, succeeding in mobile marketing is simply a case of mimicking models that have worked for years on the desktop platform. Theres so much more to it than that. Smartphones and tablets are increasingly ubiquitous. Consumers are enjoying more digital content and making more purchases from mobile devices than ever before. The IMRG forecasted that purchases from mobile devices during Christmas 2012 would represent 20% of online purchases, while mobile visits would hit an all-time peak of 30%. With stakes this high, a one-size-fits-all approach pilfered from desktop wont cut it. Mobile is a unique platform with unique opportunities. Theres a chance to be hyper-local, to harness touch-screen functionality and to utilise the ability to make calls and download apps. Forward-thinking companies can take advantage of a market that is a long way off being saturated. And forward-thinking performance marketers will be there to help them. Tina Judic Managing Director,#1 #2 #3 #4 #5 #6 #7 #8 #9 #10,10 Digital Trends for 2013,6,