As I sit here and ponder where another year has gone, it is that time of year when we start to make predictions for 2013. So what are my predictions for Marketing in 2013?
I feel that 2013 will be the year when big brands realise that their data strategy is integral to the on-going growth of their brand. Companies and organisations from across the globe will start to use data for their marketing campaigns at a both strategic and tactical level. What I am talking about here is not about using data to make our marketing better (I take that as a given) but making our marketing more trusted. A brand that doesn’t have a strategy for how to use data will start to lose trust in their brand. If a brand loses trust then you are eroding your brand equity. If you erode your brand equity then I don’t need to tell you where that will lead you as an organisation.
In summary, I believe that marketers in 2013 will start to understand the importance of seamlessly plugging your data strategy into your brand strategy. Those that do will reap the rewards, those that don’t could risk years of hard work.
This video is part of the 4Ps Marketing 12 Days of Digital Facebook App – providing you with insights into what our experts believe is to come in Digital Marketing in 2013.
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