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2013: Major Shifts Expected in Marketing

By SiliconIndia   |   Wednesday, November 14, 2012
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Bangalore: Now that  this year is soon coming to an end, marketers presumably have already worked out strategic planning and budgeting for 2013. Here marketing Guru- Frederic Gonzalo gives you an idea about some of the major shifts expected in the coming year, and how you should align your strategies accordingly; via

Publishing Own Brand Content to become the new form of Advertising

As businesses embrace social media and its potential to engage in direct conversations with their prospects and customers alike, brands will increasingly start publishing their own content. Many brands such as Coca-Cola have already recognized that content marketing is the new form of advertising. Coca Cola is a fine example of a brand that actively pursues sharing its content through its owned as well as shared media, thus allowing it to substantially reduce its expenditure in traditional paid media. Blogs, newsletters, social media, ebooks, photo-sharing, webinars and videos are just a few of the tools available for brands  to invest in.

Tablets to Dominate

Apple recently launched the iPad Mini while Samsung has several variations of its Galaxy tablet. Google also joins in the competition with its Nexus 7 and Microsoft recently released the highly anticipated Surface. The rapid manufacturing of the device isn’t just coincidence. As tablets are now increasingly capturing the market share from desktops and even laptops. An estimated ninety million people in the US alone are set to own a tablet by 2014. Consumer behavior pertaining to tablets has everything to appeal travel marketers: more time spent on web pages, higher conversion rate.


Have you realized the vast amount work that can be accomplished through cloud services?  You can use Hootsuite as a social networking dashboard; perform tasks like accounting with a service like Freshbooks, or share all sorts of documents with friends and colleagues via Dropbox, Google Drive or project management services such as BaseCamp. Companies now also seek to minimize email clutter through internal collaboration services such as Yammer, which tend to confirm future growth in using cloud computing while also maintaining privacy and security concerns under control.


Smartphones represent over fifty percent of new mobile devices that are now being  purchased, and the growth of connected devices will continue throughout the coming year. Ericsson has estimated that there will be over 50 billion connected devices in circulation by 2020. (Which include laptops, tablets and smartphones) In the United States, 2013 will be recorded as the first time that online access will be greater from mobile devices than desktop or laptop. In fact, according to a recent research by the UK telecom provider O2, it seems that the purpose of making calls on mobiles has slipped down our priority list in the usage of the device. What does this imply to marketers? First is that there is now a  need to optimize newsletters for mobile reading, to optimize brand web sites through either responsive design or mobile-first approaches, building mobile AdWords campaigns, etc. After all, Mobile is not just a gadget anymore, but a way of life!

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