How Search Marketers Can Strengthen Consumer-Brand Links In 2013
Some 63% of companies surveyed in a recent Aberdeen Business review survey cite "new customer acquisition" as the top marketing priority. Only 39% of respondents use CRM or sales force automation
tools, and 30% use marketing automation. I guarantee those numbers will rise in 2013, as marketers attempt to integrate mounds of data collected from a variety of media silos. Not only on Web sites,
but from Amazon, eBay and other shopping sites like Google and Bing.
Complexity in online marketing techniques will require companies to automate and integrate. Brands will need to build funnels that pour data from multiple sources into one bucket. Not just text sources, but voice, too. The integration will come from first-party data and third-party data of consumers who don't quickly opt out.
Marketers will need to support a resurgence of personalized-content microsites in 2013, built from branded top-level domain (TLD) names and retargeting strategies. The thinking comes from an Aberdeen Group report titled Product and Services Mix Drives Sales and Marketing Automation Trends, where analysts confirm that if customers just showed up and bought products companies wouldn't have a need to nurture, score, track, and report on activity and progress. They also wouldn't have a need to integrate information collected from ad tags and sensors stored in data silos.
Aberdeen's report also emphasizes the need for product-focused companies to offer services. Service only firms report the lowest satisfaction and highest dissatisfaction rates for marketing capabilities, according to the company's recent survey. It means service firms need services of their own to support efforts, rather than provide the service for someone else's service.
A few things to think about as brands and vendors build out 2013 strategies.
Meanwhile, thank you for sticking with MediaPost in 2012. We look forward to sharing knowledge with you in 2013. Not only online, but in person at the Search Insider Summit and other events throughout the year. Best wishes for a prosperous 2013.
Happy New Year!
Recent Search Marketing Daily Articles
-
Xbox One Breathes Life Into Bing May 24, 11:51 a.m.
As the pace of technology changes, search will continue to accelerate. Now, with a deeper connection ...
-
When Innovation Like Android Steps In To Shake Things Up May 23, 1:05 p.m.
In a rare admission by the former eBay CEO, Hewlett-Packard President and CEO Meg Whitman attributes ...
-
How Kenshoo Migrates Search Campaigns To Yahoo Japan May 22, 5:55 p.m.
Accessing multiple devices signals a change in consumer behavior -- not just in the United States, ...
-
Google Fiber Lives In Smaller Markets May 21, 3:43 p.m.
My Internet speed sucks. I'm frustrated with paying Verizon Fios more than $120 for phone, basic ...
-
Yahoo Abandons Its Conservative Style, Appealing To A Younger Audience May 20, 11:17 a.m.
Search marketers can expect changes at Yahoo that influence the look and placement of paid-search ads ...
-
Search Data Creates Dominance May 17, 3:25 p.m.
Google mines data for future product ideas through connected screens and applications by tapping into everything ...
-
Why Search Marketers Should Follow Google From Search To Results Engine May 16, 2:59 p.m.
Content at the Google i/o conference fills the heads of developers with ideas about innovative and ...
-
How Google's Sensor Networks Affect Advertisers May 15, 12:58 p.m.
Google plans to deploy a series of sensors at the Google I/O developer conference that begins ...
-
Bing It On, Yahoo May 14, 3:02 p.m.
Oh, please. The reports that Yahoo wants to wiggle out of the 10-year deal with Bing ...
-
How Search Becomes The Building Blocks For Online Services May 13, 1:46 p.m.
When engineers build a product, they often begin with a reference design or kit, which contains ...
Be the first to comment on "How Search Marketers Can Strengthen Consumer-Brand Links In 2013"
Leave a Comment