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SOCIAL MEDIA MOBILECOMMENDATION CULTUR
T E C H N O L O G Y , D E V E L O P M E NA N D E N G A G E M E NMESSAGING UX AND DESIGN SEO AND ANALYT
Annual Predictions for
Ever-Changing Landscape of Digital Market
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tAbLe of coNteNtS
3. SOCIAL MEDIA
8. MOBILE11. RECOMMENDATION CULTURE
14. TECHNOLOGY, DEVELOPMENT, AND ENGAGEMENT
18. MESSAGING
21. UX AND DESIGN
24. SEO AND ANALYTICS
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SOCIAL MEDIA
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The NetworksWe can all nally agree that social media is here to stay. Its also a
highly dynamic eld where new channels pop up just as others die
away. Most marketers are aware of Facebook, Twitter, LinkedIn, and
YouTube. Pinterest, Instagram, and Tumblr continue to gain footing.
There are also emerging social networks for specic groups of people,
such as JustFamily.com, which is a social network for family members
only, and proprietary B2B networks like Yammer.
Say Goodbye to Google+ and FourSquareGoogle+ simply didnt take off. This is not Googles rst failed attempt
at launching a social channel, and it probably wont be its last. There
were aspects to G+ that were well-liked, and there will denitely
continue to be Google+ users through 2013, but the fact is that G+
s not gaining momentum and its not producing signicant results forbrands (outside of SEO). Its harmless to keep it in your mix, but when
marketers are making tough choices about resources, Google+ has a
hard time justifying a place at the front of the line.
n this age of digital Darwinism, social channels must constantly
adapt to users and opportunities. Only a year ago, it seemed that
FourSquare was the dominant new social channel (after beating also-
ans like GoWalla). However, its offering was easily replicated and
users found similar benets from Groupon and Facebook Places. Bye
Bye, FourSquare.
Are You Normal?Fortune 500 social stats:
73% now use Twitter (have an ofcial corporate account with tweet
activity in the previous month), up 11 percentage points (or 17.7%)
from the 62% that did so in 2011.
66% have a corporate Facebook page, up 8 points (or 13.8%) from
the 58% that did so a year earlier.
28% have a corporate public-facing blog from the primary
corporation with posts in the previous 12 months, up 5 points (or
21.7%) from the 23% that did so in 2011.
The Fortune 500 companies with Twitter accounts come from a cross-
section of industries. Banking continues to lag behind other industries,
in large part because of the intense legal restrictions that are spec
to the banking, nance, and insurance industries.
The food consumer products industry has the highest Twitterpenetration with 93%, followed by the specialty retail and aeros
industries, each with 86%.
A partial list (below) shows those industries with the greatest
presence on Twitter:
Enterprise NetworksLots of businesses want to foster a social community, but they wa
do it in a closed and managed environment. Thats where enterpr
social networks come into play. What can we learn from Microsoft
and Yammer? Yammer is Microsofts new internal social network,
and it is seeing higher adoption and satisfaction rates than previou
attempts by Microsoft. Its not just because of the platform its al
because of internal communication and incentives such as ties to
career development goals. If weve learned one thing from the vas
wasteland of failed intranets, its that internal communication tools
need a lot of support to succeed. The same holds true for enterpri
social networks.
SocIAL medIA
Corporate Twitter Accounts by Industry
Industry #of companies w/ %Twitter accounts
Aerospace & Defense 12/14 86%
Chemicals 13/17 76%Commercial Banks 15/20 75%
Food Consumer Products 13/14 93%
Insurance: Property &
Casualty 13/16 81%
Motor Vehicles & Parts 7/16 44%
Specialty Retailers 24/28 86%
Telecommunications 12/15 80%
Utilities: Gas & Electric 16/22 73%
FACEBOOK66%USE
TWITTER73%USE CORPORATE
PUBLIC BLOG28% have a
Fortune 500 social stats
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SocIAL medIA
Paid Content PromotionWith 60 million status updates on Facebook and 200 million tweets per
day, brands need tools to cut through the clutter, and social networks
need money to operate. In 2012, these factors have inspired Facebook
and Twitter to offer content promotion products such as Facebooks
sponsored posts and Twitters promoted tweets. Both of these pseudo
ad inventories have cost-per-click (CPC) rates that are similar to other
social ad formats but they appear in-line with other, non-paid content.
This trend toward blurring the lines between paid and non-paid content
will continue in 2013 and will require marketing departments to pay in
order to reach more than 510% of their Facebook fans.
Content Is Still (and Will Always Be) Kingf social media does one thing for marketers, it brings the content
strategy (or lack thereof) to light. Social media should be used asa platform to support the content strategy, and marketers who are
winging it will quickly recognize that the absence of a content
strategy results in the presence of a problem. Content creation is
an ongoing challenge for marketers, and the daily content creation
demands of channels like Twitter and Facebook will nally drive
marketers to formalize content plans and initiate content calendars,
strategies, and assignments.
Social happens faster than real-time, and marketers must be
esponsive and proactive. Theyve also got to eliminate barriers such
as legal review and arduous internal processes that stand in the way
of engagement.
Pin ThisPinterest took brands by storm and became the third most-popular
social networking site in the U.S. in 2012, according to Experian.
Marketers experimented with ways to engage fans on Pinterest,
ncluding contests (like the one from Guess pictured above) puzzles,
and visual hacks. Pinterest is still rening its offerings for brand
marketers, and it continues to fall short on critical analytics, promo
and advertising offerings. But it would be foolish to ignore the
popularity of the platform.
Get RealThe personal narrative is more important than ever. Social channe
have become personal libraries of lifes details and detritus. Pinter
has released private pages, Facebook is integrating Instagram, an
all of these channels are cross-pollinating the digital prole of use
around the world. Branded content that successfully resonates witusers as authentic, personal, and relevant is able to coexist with u
generated content as personal as engagements, lovers quarrels,
photos of family members. Marketers who are not skilled at produ
content that feels personal and relevant to users will fail to take
advantage of social opportunities. Users have very little tolerance
uninspired social content.
Smart brands are behaving less like generic spokespeople and m
like people youd want to hang out with. When Richard Neill made
a casual and humorous comment on the Bodyform Facebook pag
the company quickly responded with a tongue-in-cheek YouTube
video dispelling a variety of myths. As of the date of publishing, thvideo has gotten more than 3 million views on YouTube and has b
featured on several inuential social and news media sites.
Similar exchanges have taken place between the brand Twitter
accounts and customers, including O2, Old Spice, Taco Bell, Oreo
and AMC Theatres.
Social happens faster than
realtime, and mareters
must be responsive and
proactive.
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SocIAL medIA
MemesSavvy marketers will take advantage of memes and use them as an
opportunity to insert their brands in popular online conversations --
and pick up a little press.
Pictures Perform Better Than WordsData from Buddy Media shows that photo posts receive 39% higher
nteraction rates than average on Facebook. Pinterest and Instagram
were wildly popular in 2012, and the impact of visual social content
will continue to rise.
Humble Bragst has become common for brands to thank followers when they hit
big milestones. Just because its a trend doesnt mean its a great
dea. Yes, thank your brand loyalists for helping to achieve a goal,but marketers need to consider whether announcing that youve hit
0,000 likes is of value to your followers.
f you do engage in a little humble bragging, make it good. After hitting
5 million Facebook fans, Old Navy made a complexly choreographed
video that offered a coupon for 30% off at the end. AT&T made 500
customized YouTube videos thanking fans in song after it surpassed 2
million fans on Facebook in May, and Febreze gathered hundreds of
eam members to utter thank you to fans 1 million times over a video
vestream in June.
Crowdfunding Leads to Earned MediaKickstarter is more than a platform for crowdfunding its also an
effective way to grab the medias attention and market a product
ahead of its launch. Marketers will increasingly take advantage of
buzzworthy social channels, cause marketing, and other unique
strategies that build brand hype.
Ready, Shoot, AimThe connection between content, result, and value of social media
so strong that you cannot talk about one without the others. Markecannot afford to ail around social channels any longer. It simply ta
too much time and effort if the ROI is hard to understand or track.
Marketers will up the strategy ante in 2013.
Data/TargetingWhy do Facebook, Twitter, LinkedIn, and Instagram do well with
brands? Because they have the most signicant and relevant data
owing into them. Trust is the only thing that can compete with dat
protectionism, and the fear of Big Brother has gotten in line behind
the desire for personalized content. The free exchange of data for
personalized ad is on the rise. Social media channels that underst
how to promote highly targeted and personalized ads will be the b
partners for the marketers and will succeed in 2013.
Cross-Functional Social Media TeamsAs companies continue to embrace social media and move to a m
comprehensive approach, the architecture of their social media tea
is changing. Cross-functional social media teams (both internal an
external) will replace ad-hoc and rogue social media initiatives to
manage all aspects of social media (job postings, customer service
paid advertising, campaigns, content promotion, analytics, etc.). W
some companies will struggle with which department owns their so
media channels, companies that are successful with social media develop teams of social media professionals that work across mult
departments.
Email and Social Converge for the Sake ofAdvertisingFacebook has made it possible to target ads at social users based
on their email address (assuming that the address that you have is
associated with the users Facebook account). The integration of
Why do people retweet?
Celebrity status
Personal connection
Retweet request
Humor
Interesting content
Incentive
92%
21%
26%32%
84%
66%
Trust is the only thing thacan compete ith data
protectionism.
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SocIAL medIA
social behavior with email addresses has obvious implications for
CRM systems, and it will also be relevant for content strategies.
The interplay of social content and email marketing will be stronger
han ever.
At the time of publishing, the metrics provided by Facebook for email
argeted messaging were still buggy. By this t ime next year, we expect
o see even greater integration of email data and social marketing.
There are legal implications for this sort of advertising, and there isnt
anything on the law books now that directly addresses the issue of
email-targeted marketing on social channels like there is for email
marketing (such as anti-spam laws).
Laws may go into effect for sharing PII and receiving an ad on your
social page. We dont think that the laws will stop email-targeted social
ads any more than theyve stopped cookie-based tracking. Consumers
may never know that an ad was targeted to them based on their email
address, because the ads dont make it clear that they were targeted
at all, let alone what the source of their data was.
Advertising Alliances and StreamlinedAnalyticsSocial networks will increasingly play well together. Weve already
seen social networks using Facebooks APIs to manage user accounts
and logins. Facebooks biggest advertising partner, Buddy Media, was
ecently purchased by Salesforce. Facebooks advertisements fromBuddy Media can now be integrated with Salesforce, along with any
online mentions received. This can give sales teams greater visibility
nto the social impact of advertising on a B2B prospect.
Salesforce also purchased Radian6, a social listening and
engagement platform, to help aggregate reach and other campaign
data across multiple channels. Having all this data in one dashboard
gives marketing professionals a unique real-time perspective on the
health and ROI of their programs.
MeasurementFacebook Likes dont necessarily have bottom-line implications. Sohow will you know if your social channel is working for you?
Social ROI tracking is still in its infancy, but several recent
announcements signal major changes ahead. In November 2012,
Facebook began rolling out a new tool that allows online retailers to
rack purchases made by people who viewed their ads. According
o Facebooks ads product manager, Measuring ad effectiveness
and outcomes is absolutely crucial to all types of businesses and
marketers, and their new conversion measurement tool has
been a top customer request for a long time. Conversion tracking
nothing new, but Facebook is the rst social network to offer it as
complimentary service.
In the past, social medias impact has proved difcult to measure,
and many marketers arent seeing the ROI that they had envisione
when the world demanded that they get on Facebook. As analyt
teams grow and bring social media data into the mix, there is huge
opportunity to optimize social media efforts based on ROI. In addi
predictive analytics can be used to speculate on the outcomes fro
various advertising strategies.
Brands are seeing improvements in customer service and support
even as incoming leads and sales hold steady. The struggle to
measure social ROI and predict outcomes will continue in 2013 as
marketers move out of the experimentation phase of social media
and into the more mature next step of predicting value and manag
outcomes.
Targeting and PrivacySocial media has put a face on the Internet, and people have shift
from using computers to just nd data to using them to connect
with other people. Marketers should pay attention to the personal
relationships that are represented by data points and produce con
that feels personal, human, and relevant. Marketers need to use e
addresses, phone numbers, cookies, and demographic data to de
advertising and messaging that is intended for individuals rather th
market segments.
Measuring ad
effectiveness and
outcomes is absolutely
crucial to all types of
businesses and mareter- faks as pru anar
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4. Inras in rss-plar lpn usin
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MOBILE
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mobILe
The Mobile EnterpriseAs more employees conduct business on smartphones, businesses
will need to update intranets to be mobile-friendly. Juniper Research
predicts that 350 million workers worldwide will use personal mobile
devices at work by 2014, more than double todays gures. Its been
are for an intranet to be developed with mobile use in mind, and this
year companies will see a drop in intranet adoption for those sites that
are not phone-friendly. SalesForce has been leading the charge in
mobile-friendly enterprise software for their customers, who are highly
mobilized sales professionals.
Speaking of salespeople, marketers need to keep mobile sharing in
mind as well. Any demos, customer-facing applications, and sales
ools should be designed and developed for smartphones and tablets.
Consumerization will mean enterprises cant force users to give up
heir iPads or Windows 8 tablets without giving them something
comparable. Enterprises will need to support a greater variety of
devices, and let go of standardization for tablet hardware.
SocialWhen Facebook led documents around its public offering, the
company stated that mobile presented the biggest opportunity and
hreat to its business. This mobile-momentum inspired Facebooks
decision to purchase Instagram along with a hiring push to bring
n bright minds in mobile UX and development to the extent that
Google had to start giving bonuses to employees who resisted the
ecruiting onslaught from Facebook. In 2013, were going to seemore changes to the Facebook interface as they iterate on the
mobile experience and look for ways to keep mobile users engaged
especially with advertisers).
This doesnt just affect marketers in the U.S. More than 600 million
people around the world use Facebook on their mobile devices, and
as smartphone adoption and Internet access becomes more reliable
n the second and third world, adoption of social media will rise with it.
And its not just smartphones Facebook is big on feature phones in
other countries, and thats where Facebook anticipates fastest growth
in the short-medium term. International Facebook advertisers will
to take text-based feature phone advertising into consideration in to succeed.
Better ToolsTheres no silver bullet yet for simplifying multiplatform application
development, but the tools are improving. Developing for multiple
devices has gotten easier, and well see more cross-platform mob
solutions in 2013. Gone are the days of having an iPhone app and
having the same app available on Android and Windows Phone.
Development for multiple mobile platforms is also made simpler
because of development frameworks, which nally got the spit andpolish they needed in 2012. There are software packages and libr
that streamline mobile development across platforms (PhoneGap
Appcelerator, Corona, MonoTouch/MonoDroid, Sencha, Cordova,
and Widgetbox). Developers can write code in a known programm
language and deploy it to a native app.
Mobile Device BattlesGartner predicts that by 2013 mobile phones will overtake PCs as
the most common web access device worldwide and that by 2015
more than 80 percent of the handsets sold in mature markets will
smartphones. By 2015, media tablet shipments will reach about 5
percent of laptop shipments and Windows 8 will likely be in third p
behind Googles Android and Apple iOS operating systems. Wind
8 is Microsofts big bet and Windows 8 platform styles should be
evaluated to get a better idea of how they might perform in real-wo
environments as well as how users will respond.
Theres no silver bullet
yet for simplifying
multiplatform application
development.
of U.S. adults on
a smartphone
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mobILe
Mobile Applications and HTML5n 2013, the only reason to build an app is if it requires device support,
such as the camera or location-based GPS, or the need to store data
on the device. Historically, the trend was to develop apps rather than
sites in order to exert tighter control over design and UX, but this is not
necessary anymore because mobile sites are able to detect the device
ype, and HTML5 can access GPS.
The market for tools to create consumer and enterprise-facing apps
s complex, with well over 100 potential tool vendors. There is no
clear leader in the tool vendor arena yet. Best practices are still
being shaken out as tool partners come and go. For the next few
years, no single tool will be optimal for all types of mobile application,
so expect to employ several. Currently, Gartner separates mobile
development tools into several categories. Six mobile architectures
native, special, hybrid, HTML5, Message, and No Client will rem
popular. However, there will be a long-term shift away from native
apps to hybrid apps (web apps running in an OS-specic wrapper
straight web apps as HTML5 becomes more capable. Nevertheles
native apps wont disappear. Developers will also need to develop
new design skills to deliver touch-optimized mobile applications th
operate across a range of devices in a coordinated fashion.
Device-Based PersonasIt will be important for marketers to understand how customers int
with content when using different devices. Those different interact
inform design and UX decisions to increase adoption. When creat
UX personas, marketers should develop both desktop and mobile
personas and identify the different user goals for each device.
Mobile uses
Casually browsehe Internet
Use a searchengine
Look for work-related info
Read news articles Visit brand ormanufacturerwebsites
Search for informawhen not in front odesktop computer other Internet-enadevice
81%77%
32%56%
25%
65%
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1. Sial ia
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RECOMMENDATION CULTURE
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RecommeNdAtIoN cULtURe
The Rise of the Online RecommendationCultureThe way that people consume content has shifted, and the desire
or a customer perspective is on the rise. Case studies are joined
by customer quotes, testimonial videos, and social engagement.
Specically, video and social media are the big front-runners in 2013.
Customer Advocacy: You Have a ProgramEven If You Dont Have a ProgramMany marketers are performing customer reference activities without
ealizing it. These activities may include the management of an online
community, introducing customers to prospects, gathering client
quotes, and publishing customer case studies on YouTube. Another
example can be found within sales teams, as salespeople alwayshave their own cadre of clients that they return to time and again. By
ormalizing this program and building a strong alliance between sales
and marketing, marketers can deliver a stronger outcome.
Sales teams rely on marketers to arm them with information that will
speed time-to-revenue and build trust with prospective customers.
Prospects will also expect to engage with your customers earlier in the
sales process.
References and RevenueThe C-suite will have high expectations regarding the measurement
of customer reference programs and their impact on revenue. Large
companies started earnestly investing in ROI-tracking tools in 2012,
and we predict a continuation of this trend in 2013. A reference
manager can simply track deals where their references
were used, as well as whether the deal was eventually won.
Lower Legal FeesIn some industries, marketing content often requires legal review
particularly if it includes details about a client or case study. This i
changing, and the change is picking up pace for 2013; there is a p
to eliminate the cumbersome legal approval process for marketing
content. Finding ways to simplify the process is increasingly impo
as organizations grow.
COPE: Create Once, Publish EverywhereMore channels means there are a lot more places to publish conte
A critical factor for successful content marketing is to have conten
suitable for these different channels. Marketers are spending more
time up front, gathering details from customers that can be leverag
for multiple forms of content. For example, when shooting a video
detailed call sheet outlining different shoots for different deliverabl
will get enough content for multiple videos from a one-day shoot.
That content can be used on blogs, YouTube, Vimeo, Facebook,
and Twitter, as well as in press materials, presentations, sales-rea
materials, and more.
Where Do Customers Find
Recommendations?If you want to inuence a buying decision you need to start by ask
where buyers go for information. 87% of buyers seek advice befor
choosing a product or solution. Social media plays a role but more
than two out of three start with a search on Google.
SOCIAL MEDIA 80%
ONLINE ARTICLES 74%
E-NEwSLETTERS 65%
wHITE PAPERS 60%
BLOGS 59%
CASE STUDIES 58%
VIDEOS 57%
Most effective content typesfor improving Sales/MarketingEffectiveness
The ay that peopleconsume content has
shifted, and the desire fo
a customer perspective is
on the rise.
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RecommeNdAtIoN cULtURe
Keep It Simple and SocialMarketers need to make it easy for customers to be advocates.
Sales and marketing pros need to minimize disruption to the existing
customer, while maximizing the reference opportunity. Let customers
know up-front what kinds of materials you want to get from them,
and make it clear how that information will be used. Ask your
customers how often they are willing to be referenced, and honor
hose boundaries. A software tool can help marketers to make those
promises with condence.
Social media can connect customers and prospects, who need
marketings help to make that connection meaningful. Marketers will
ncreasingly be required to facilitate relationships between clients and
prospects on social channels such as LinkedIn and Twitter.
Incentivize SmarterCustomers expect to be treated like partners, with benets for both
parties. You will see a rise in the activation of customer advisory
boards and a fall in the demand for incentives. Clients no longer e
tangible incentives, and are shifting toward intangibles like publicit
and credibility. The strongest advocates are the ones who feel the
have a stake in the game, not customers who participate for free s
Beyond Our BordersFor international brands, culturally appropriate content and marke
strategies are more important than ever. Produce content that is
tailored with stories and clients that are local to your prospects. Pe
trust voices like their own.
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HigH five
5hh
METIA2 0 1 3I N S I G H T S
1. enrpris s il
2. Rspnsi an aapi w
3. In-hus sk spa r usur aln
4. tuh-nal inrains
5. Inrsin app an i UX
TECHNOLOGY, DEVELOPMENT,AND ENGAGEMENT
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tecHNoLogY, deveLoPmeNt, ANd eNgAgemeNt
Youll Spend More on Development in 2013Development budgets will be slightly higher, because it costs more to
have content on more devices. This can be mitigated slightly by tools
and frameworks that streamline mobile development, but marketers
should not underestimate the effort to design, develop, deploy, and
maintain multiple applications across a variety of platforms. Gartner
predicts that global IT spending will top $4 trillion by 2015.
The Relationship Between Apps andHardware Will be More Important Than EverMobile applications and sites dene the user experience on mobile
devices, and device and platform manufacturers are crystal clear on
he impact that high-quality apps have on users impressions of a
device. Weve already seen a trend where Apple and Microsoft providesignicant support to application developers. In 2013, we expect to
see those investments make their way to small app developers and
startups as well.
n-House Outsourced DevAs internal development teams shrink and technical objectives grow,
more businesses will seek in-house outsourced support. In other
words, they will bring in agency teams for short-term projects to
facilitate collaboration and speed up development without having
to invest in staff or ramp up internal teams. This model also builds
in-house knowledge and increases the benets of the agency
relationship.
Pendulum Shift from Mobile Apps toResponsive and Adaptive WebMarketers invested heavily in apps in 2011, and that investment c
to roost in 2012 with expensive and arduous application updates,
device releases, and platform changes. 2013 will see an increase
demand for adaptive and responsive web development so that co
can be distributed on a wider variety of devices, as well as mainta
and updated easily.
Whats the Difference Between Responsive and Adaptive Des
Responsive: the design and development of a site targets a speci
device and all of the technical properties of that device. For exam
if you have a browser window on your desktop and you are lookin
a responsive website, as you shrink the browser the website will a
to t the window.
Adaptive: the design and development of a site targets a specic
screen size. With adaptive design, the site will snap to different siz
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tecHNoLogY, deveLoPmeNt, ANd eNgAgemeNt
HTML5Even though HTML5 isnt scheduled to be fully baked for two more
years, it is already important for information-heavy websites that use
he new HTML-specic tagging system. When HTML5 is combined
with CSS3, page elements become dynamic and can move in many
directions, serving a variety of browsers and devices. Marketers
should keep in mind that there is a compatibility challenge when using
he built-in video player because it only works with specic video
ormats (Theora, H.264, and VP8). Support for these video formats is
not ubiquitous and you should plan on encoding each video in each
of these formats to ensure the widest range of support. Marketers
planning to deploy HTML5 on their sites to play videos and interactions
should make the site backward-compatible so that it defaults to
Silverlight, Flash, or a video download if HTML5 isnt available.
RIP Silverlight, and Maybe FlashHTML5 was widely purported to be a Silverlight and Flash killer, even
as early versions were being used and experimented with. Adobe
has released Edge as a Flash replacement, and Silverlight still has
specic uses where it is better than HTML5. We expect all of these
echnologies to commingle throughout 2013, and we dont expect a
clear winner in the video/animation toolset for another year. Silverlight
will be used primarily for long-form video (and even then it is displayedn an HTML5 code base), and Flash for short-form animations and
nteractions (including those on Twitter). HTML5 will continue to be in
an experimental phase.
Windows 8Windows 8 was released in October 2012, and well see early
experiments with Windows 8 applications as the year wears on. The
general consensus is that Windows 8 is pretty cool, especially given
its forward-thinking investment in touch interface. With the Window
Runtime (WinRT), developers can write code once and deploy it o
a website, mobile app, or Windows 8 computer, all using the sam
code base. Programmers will be able to churn out high-quality appand sites that run on Windows 8 with a very small learning curve.
Marketers will see a cost savings on development of applications
across multiple platforms.
The End of QR Codes?QR codes will continue to be deployed, but overall we predict a
decline in the use of QR codes. Although they perform well in spe
circumstances, most brands deployed them ineffectively, and use
have lost faith. One issue has been that QR codes are inherently
mobile-friendly, and often the landing pages that they directed peo
to were not mobile-optimized.
Marketing and IT Collide: Data OwnershipSeveral years ago, smart marketers recognized the important role
of data in their marketing programs. Those marketers are making
the leap to marketing automation, which is tapping into those CRM
systems. Further, that marketing automation, marketing commitme
to social media, and feedback are adding a layer of complexity to
program analytics and the CMS tools.
Client relationship management (CRM) technologies can bring toge
a cross-functional team including sales, marketing, IT, and support
those teams will be challenged to address data in new ways in 201Data ownership will increasingly need to be shared so that various
groups can use the data effectively and for their unique purposes.
IT departments work on priorities. Marketing departments work
on opportunities. CTOs and CMOs recognized the importance of
collaboration in 2012, and in 2013 we expect to see these discipli
gaining condence in each other and innovating in how they deliv
solutions that meet the needs of both teams (and the company the
work for).
The fantasy of having one data warehouse has burst and now
organizations are recognizing the need to have multiple systems t
play well together.
This data, which will be managed by multiple stakeholders, must b
cared for in terms of quality and accuracy, and it must be clear wh
has primary ownership over a contact relationship. The data is sh
democratically, but the relationship is at risk if it is managed in the
same way.
Mareters ill see a cost
savings on development
of applications across
multiple platforms.
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tecHNoLogY, deveLoPmeNt, ANd eNgAgemeNt
We expect to see more companies formalizing relationship hierarchies
as they increase cross-functional collaboration. First-rate data
management is integral to marketing automation, which is on the rise
and will increase in importance through 2013 and beyond.
Analytics also comes into play because having access to data (and
he right data) is paramount to helping marketers optimize and make
smarter decisions about digital activities. As marketing, IT, or other
departments deploy analytics solutions (third-party or in-house), they
need to communicate with each other on which types of solutions will
best meet their needs.
Personal CloudThe personal cloud will gradually replace the PC for personal le
storage and service access. The cloud will be the glue that connects
he devices people use during different aspects of their daily lives.
Users will see the cloud as a portable, always-available place to go
or all their digital needs. The personal cloud shifts the focus from the
client device to cloud-based services delivered across devices.
Enterprise Apps Bring More Responsibilitiesto IT DepartmentsEnterprises face a complex future as some vendors will limit their app
stores to specic devices and types of apps, forcing the enterprise to
deal with multiple stores, payment processes, and sets of licensing
erms. By 2014, Gartner believes that many organizations will
deliver mobile applications to workers through private application
stores. With enterprise app stores, the role of IT shifts from that of a
centralized planner to a market manager providing governance and
brokerage services to users and potentially an ecosystem to support
apptrepreneurs.
The Internet of Things is a world where physical objects are
seamlessly integrated into the information network, and where the
physical objects can become active participants in processes. Ser
are able to interact with these smart objects over the Internet, as
as query and change their state and any information associated w
them, all while taking into account security and privacy issues.
Mobile no longer refers only to the use of smartphones and tablets
Cellular technology is being embedded in many new types of devincluding pharmaceutical containers and cars. Smartphones and
other intelligent devices dont just use the cellular network; they
communicate via NFC, Bluetooth, LE, and Wi-Fi to a range of dev
and peripherals such as wristwatch displays, healthcare sensors,
smart posters, and home entertainment systems. Its an exciting
time for marketers, designers, and developers, but mistakes will b
made along the way. We expect to see more experimenting with
interconnected devices in 2013, and this will be an important perio
experimentation, testing, failure, and entrepreneurialism.
Mobile no longer refers
only to the use of
smartphones and tablets.
The Internetof Things
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18/27
HigH five
5hh
METIA2 0 1 3I N S I G H T S
1. mil-rinly ail rsins in pas x-
as r rwsr-as sluins
2. Ral-i/li nn rsus sai nn3. markin auain
4. Hnrin susrir prrns
5. dynai/rlan nn ha is ar
usrs as n prrns
MESSAGING
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meSSAgINg
Email marketing is consistently rated as one of the most highly
performing digital channels in terms of ROI. However, this long-
standing digital marketing tool is undergoing a transformation.
Marketing AutomationMarketing automation is nally here, and communications are getting
smarter and better. Many businesses have made an investment into
data collection and management, and those with CRM systems in
place have the capability for marketing automation baked in. In 2013,
more marketers will nally set up their triggered messaging, which
will make personalized, timely, and relevant communication withcustomers and prospects more efcient and effective.
A high-quality automated program requires that marketers integrate
heir CMS and their email programs, which can be a sticking point.
There are stand-alone marketing automation companies, such as
Eloqua, that focus on marketing automation and also offer email
marketing capabilities. ExactTarget, which in the past has focuse
primarily on email marketing, recently addressed this trend by
acquiring Pardot, a B2C marketing automation company. ExactT
had previously been meeting the B2B marketing automation trenby partnering with Marketo, which integrates directly with the
ExactTarget platform.
Marketers will need to invest time and energy into data normalizat
in 2013 so that their programs can function properly with minimal
intervention. This is an outstanding development for the many
beleaguered marketing departments that lost staff and funding
following the nancial crisis in 2009. Automation enables smaller
teams to do more with less, all while delivering a better outcome f
their customers.
Responsive Web in Email DesignApproximately 80 percent of people check email on their phone. 2
will see a shift away from mobile optimization of email by designin
and developing two different emails, each using the same content
Mobile optimization for email now takes advantage of responsive
web design so that marketers can design and develop one email t
serves up content based on the type of device that is being used.
The design should be optimized for a variety of specic viewports
- addressing phones, tablets, and desktop variations and then
developed once. This adds complexity to the technical back-end o
how email is built, but it saves time and money overall. Responsiv
web will make high-quality mobile email more pervasive, andbusinesses that arent optimizing for mobile in 2013 will see a neg
impact on their campaign results.
Retail Buys into Integration2012 saw the wide adoption of messaging integration with Point o
Sale (POS) as more retail stores started emailing receipts and opt
customers into email programs. Well see increased collection of
customer data when customers are in brick-and-mortar stores so
targeted and personalized content can be delivered via email and
SMS. Customer loyalty programs make it easier for retailers to ga
in-store behavior data and tailor messaging for users.
Customers are willing to release their data to the brands that they
trust, however in return they expect great content that is delivered
the time and cadence that works best for them. A lot of businesse
successfully rened their targeted messaging in 2012, so custome
tolerance for inadequate programs is only going to shrink in 2013.
What kinds of email do people prefer?
Special offers
Promos + vouchers
Real-time delivery tracking
New products
Newsletters
Other
Email mareting isconsistently rated as
one of the most highly
performing digital
channels in terms of ROI.
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meSSAgINg
More Legal Considerations for EmailMarketersThere are more communication channels available than ever. The
addition of those channels, however, increases marketer risk for legal
compliance. Take Papa Johns, for example. The company found
tself in hot water when it collected phone numbers for pizza orders,
and then treated those pizza orders like an opt-in for promotional text
messages without an opt-out. At the end of 2012, Papa Johns faced a
$250 million class-action lawsuit. Imagine if customers were as tuned
nto opt-in and opt-out in email as they are to SMS. All marketers who
collect, store, and use customer data should refresh their knowledge
on the laws and regulations surrounding those actions to ensure they
are up to date and not in violation.
Real-Time Email Content Replaces StaticReal-time email content, or live data, involves putting content or
mages in an email based on live factors, including the time of day,
number of email opens since the email was sent, number of clicks
on the data, and more. There is a whole host of ways that real-time
content can be used, including offering promotions that expire within
a certain timeframe, or that are only available in a limited quantity.
We have seen examples from 1-800-Flowers.com where the subject
ne says 24 hours for the deal, and the content within the email has a
countdown clock of how much time is left until it reads 0:00:00. Home
Depot uses a different tactic, with less specic subject lines about
discounts, and then tailors the content within the email based on how
many emails have been opened or discounts applied.
Real-time content has been used on the web for years to great suc
and marketers are starting to see the benet of it within email.
The most obvious use for real-time content is with promotional offbut there are opportunities in B2B as well, such as event registrat
for an event that is almost sold out. The most important thing is to
stress urgency and to be thoughtful about subject lines in emails t
have dynamic content. Test multiple subject lines with your offers
see what degree of urgency resonates best with your customers.
Customers Demand Even More Relevancyand PersonalizationNearly every email program in 2012 saw some type of dynamic or
personalized content. If you are an email marketer, this shouldnt
anything new. But are you creating the right kind of dynamic conte
Now that marketers have a grasp on the technology and data that
supports it, its time to analyze and optimize that content to make su
youre getting the right ROI on your effort. Tune into what subscribe
both are and arentsaying in order to best serve up content for
customers. If your email marketing program does not include dynam
variables to pull in relevant content for them, you have some work t
do. This is the most important thing you can do for your email mark
program in 2013. Subscribers expect a personalized experience in
aspects of the digital world and if you are not providing that in the e
you receive from them, they will stop paying attention. Try using rea
time content based on their preferences to customize the offer that get, creating completely personalized and truly relevant content. Yo
subscribers will thank you.
The most important thing
s to stress urgency and
to be thoughtful about
subject lines.
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HigH five
5hh
METIA2 0 1 3I N S I G H T S
1. Rsp h whi spa
2. gi usrs nrl
3. Usrs will srll
4. cnn in i-siz pis prrs s
5. Kp la i shr
UX AND DESIGN
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UX ANd deSIgN
Are You Ready for Touch?n previous years, touch was a nice-to-have or novel feature.
ow touch enablement is expected because there are too many
evices that support touch to ignore it. Touch brings the death of the
mouseover or hover state, and has fundamentally changed the
X conventions that have been in place since the mid-1990s. It is
mportant to be clear about what is touchable and what isnt, because
hen users touch something, they expect something to happen. Touch
teraction should be instinctual.
Adaptive, Responsive, Discoverable013 is all about design adaptability and exibility. This trend is
argely fueled by the convergence of desktop and mobile interfaces
nd responsive web design. This shift in thinking from designing
sparate but similar experiences to creating one experience that
tailored to the device represents a fundamental shift in digital
esign philosophies.
With adaptive and responsive design, marketers will have to ensure
hat the UX process considers site navigation and how it performs
across devices. Well see more sites that abandon the traditional to
bar navigation scheme and more sites that focus on discoverability
with links embedded in the content.
The Rise of Voice and GestureWith iOS, Apple showed the world how the graphical touch paradig
should work. Touch interfaces are characterized by responsive, u
and direct interaction, and the dominant gestures are tapping, swip
and pinching.
Apple led the way with touch, but Microsoft is a pioneer in voice
and gesture since the release of Kinect, which has facial and voice
recognition in addition to gesture interaction. Expect interactions to
move beyond the screen, as both input and output increasingly use
voice and gesture.
Small dev rms and independent hackers have been digging into
Kinect SDK for more than a year, and early experiments are resu
in more sophisticated and user-friendly interactions. Expect to se
new tools for hacking and, in turn, more Natural User Interface (N
in the world.
The impact of democratized hacking is hard to predict. Designers a
developers have a stronger understanding of UX principles now th
they did during the .com boom, but UX for NUI is still being rened
and well see mistakes being made along the way. Precision and d
entry are still big challenges for touch, gesture, and voice interactio
Further, consumers will expect more options for interactions, and
there will be a rising demand for voice-activation and NUI in everyd
applications. Despite this, we must remember that people like touc
things and we arent predicting the death of the mouse and keyb
just yet.
tap press double tap
to finger tap
flic drag to finger drag
spread pinch splay press and dragrotate
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UX ANd deSIgN
Mobile UX ConsiderationsVertical scrolling is inherently more phone-friendly and will become a
default scrolling scheme for most sites built this year.
Fat ngerfriendly buttons. Every time users accidentally hit the wrongbutton on their mobile website, it throws analytics off-track and disrupts
he user experience. Interfaces will be simplied, which will create
space for bigger, more user-friendly buttons.
The Parallax ConundrumWe love parallax and saw a trend toward the design element in
2012; however, parallax execution for touch and mobile has to be
houghtfully designed because of implications for UX. Microsoft
eleased Windows 8 just as parallax was on the rise, and we may see
a lot less of this arresting visual effect as touch takes off.
The word parallax is derived from the Greek term parallaxis, which
means alteration. The observable position of an object at any given
distance is dependent on the viewpoint, or position of the viewer.
Perspective shift occurs when a close object is observed from different
viewpoints, and against a distant background.
To create a parallax effect, you need to create several layers of design
elements, and then put them together like a puzzle to create a whole
visual. This process gives the visual a 3D feel while still only being 2D.
Less Is More2012 already saw the trend toward clean design and away from o
ornate or complicated design schemes. The less is more approa
to design will extend through 2013 as designers continue to removextraneous details and elements. This trend benets UX because
there will be fewer elements to distract users from meeting their g
The trend also streamlines development efforts because there are
fewer hover colors and state changes to implement (and de-bug.)
As designers focus on the use of white space and dramatic visual
typography will increase in importance. You will see more designs
where the typography and text take center stage, and images are
actually the supporting players. Design will be simple, but not sim
Higher VC Investment in UXVenture capitalists are paying attention to UX in the startups that t
are nurturing. Weve seen an increase in conferences for startups
that focus on product and experience design. VCs understand the
implications that high-quality UX can have for an applications viab
Design ill be simple,but not simpler.
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24/27
HigH five
5hh
METIA2 0 1 3I N S I G H T S
1. Iniy arkin als
2. Pik 3-5 ky prran iniars
3. fus n yur KPIs
4. dply insrun rakin an ain
5. Aua rular rprin
SEO AND ANALYTICS
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Seo ANd ANALYtIcS
Content Is KingWell say it again marketers must have a content strategy in 2013.
Marketers who focus on website visuals while ignoring content will
struggle to achieve their SEO goals because content is searched
rst. Images still matter, of course, and marketers must pay attention
o image load times to optimize organic site trafc. The emerging
mportance of dwell time drives up the importance of using social
media to promote your site, because it affects the desired result of
users discovering your site, liking it, and spending time there.
Content needs to be both well-written and searchable. The old habit
was to add more content to be SEO-friendly, but marketers need to
ocus on fewer, better words.
UX Sellsn addition to content, search engine algorithms are placing moreemphasis on User Experience as well as how long people stay on
sites. Delivering content and high-quality UX will be as important in
2013 as keywords and back-end optimization.
Cookie MonstersNew browsers like IE 10 include features that disable the tracking
of cookies and data, which in essence prohibits targeting. These
eatures are optional, and marketers will need to demonstrate to their
customers that there is value in disabling the anti-tracking features.
There will be a push to convey the consumer benets of targeting, and
o get consumers to turn their browser settings to allow tracking. Its
going to be a tough sell, and marketers will have to innovate.
Social Strategys Place in SEOThere is a heightened emphasis on social media as an integral part
of search engine marketing, backed up by increasing reliance on
social media signals by search engines. Users are more accustomed
o receiving targeted ads, and marketers and technology teams
are collaborating more than ever to implement systems that track,
manage, and use data in marketing and social programs effectively.
2013 is going to be a period of renement and social integration.
Remember that SEO is a process rather than a task, and results comen slowly.
Social search is a game changer for SEO. Facebook changed the
industry dramatically in 2012, and the impact of social media on
brand discoverability is on the rise. Bing has Facebook integration
when users are logged into Facebook and searching on Bing, thecan share their queries with their Facebook friends and ask for
recommendations.
Marketers need to align their social strategy with their SEO goals
using keywords. Incoming links from social sites are delivering mo
impactful search results than before.
Connecting with people in the social sphere about those topics wh
using keywords that would normally link a search engine to your s
(rather than keywords that would not) will be much more effective
When marketers use social media to promote their websites, they
also contributing to its search engine ranks, especially with retwee
and reposts of those keywords.
Off-Page SEOYour off-page SEO should be in line with your on-page SEO. Th
way your pages are architected and the quality of your code can
signicantly affect your sites performance. For example, Metia
increased trafc to Microsoft.com/case studies by 139% purely thr
back-end changes, without changing a word of text on the page.
Efficient ImagesImages that load quickly and have useful alt tags affect SEO more
than ever. Alt tags should be effective and in alignment with the
content on your page. Image-heavy sites are particularly affected.
Marketers will need to stay focused on the SEO process and care
track industry best practices. The SEO community is a great resou
for these best practices. You can search for anything about SEO a
there will be a reputable forum that discusses what is working.
well say it again
mareters must have a
content strategy in 2013
usrs in a wsiia sarh nin
70% nlin purhassr wsis ar
un ia sarh nin
50%
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Seo ANd ANALYtIcS
Strategic Big DataBig Data is evolving from a focus on discrete projects to an inuence
on enterprises information architecture. Dealing with data volume,
variety, velocity, and complexity is leading organizations away from
he concept of a single enterprise data warehouse containing all
nformation needed for decisions. Instead they are moving toward
multiple systems, including content management, data warehouses,
data marts, and specialized le systems tied together with data
services and metadata. Data infrastructure will require scalability,
collaboration, and embedded logic.
Actionable AnalyticsBy now marketers are properly addicted to real-time analytics.
Analytics software has improved to the point that marketers and IT
pros can afford to perform analytics and simulation for nearly ever
action taken in digital channels. Marketers will be expected to deli
greater insight into campaign performance at near-real-time, in or
to provide simulation, prediction, optimization, and other analytics
Marketers need to either sharpen their analytics skills or bring in
experts to support the measurement effort.
Users clic on one of the
FIRST 3 organic results
63%
Users clic the FIRST
RANKING site on search
engines
40%
Users clic a lin on the
FIRST PAGE of search results
Searchers ho progress to
the SECOND PAGE
Searchers ho try aDIFFERENT PHRASE
62%23%
15%
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METIA2 0 1 3I N S I G H T S
STRATEGY & PLANNING
VISUAL DESIGN AND UX
TECHNOLOGY & DEVELOPMENT
DIGITAL COMMUNICATIONS
CONTENT STRATEGIES
SOCIAL MEDIA & ENGAGEMENT
ANALYTICS AND MEASUREMENT
WE DO WE DELIVERMARkETING PROGRAMS
EMAIL CAMPAIGNS
INTRANETS & wEBSITES
MOBILE SOLUTIONS
ADVOCACY PROGRAMS
SOCIAL STRATEGIES
VIRAL CONTENT
MARkETING INFRASTRUCTURE
I N S I G H T | D E S I G N | T E C H N O L O G Y