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2013 Digital Strategy Best Practices for Your Business

| December 12, 2012 More

Digital Marketing Relevance Bulls Eye

Digital Marketing Relevance Bulls Eye (Photo credit: Intersection Consulting)


Businesses have enjoyed immeasurable success in digitally targeted marketing campaigns and

digital strategy

up through 2012, especially with social media giants Pinterest and Facebook offering exciting platforms for targeting audiences, and YouTube innovating In-Video marketing campaigns to draw attention to niche video watchers.  Investments in mobile applications have grown well over 140% since 2011, while over 60 hours of video being uploaded every minute is a major contributing factor in how $1.8 billion in revenues have been generated since the same time period.  The staggering figures being reported are surprising, but the inefficiencies which accompany growing branding efforts throughout marketing campaigns around the world come as an even bigger surprise.  As spending grows, tracking needs to grow equivocally, which it’s not.   As we sneak our way towards 2013, incremental strategic changes need to be implemented into what we’ll dub as digital strategy best practices for 2013, highlighted below.

Putting Data Out There

Your business, inherently, wants to place viable bits of useful data across the internet, whether locally or globally, so the word about your initiatives is clearly searchable.  You’ll use PPC advertisements, social media marketing advertisements, email marketing, video marketing and perhaps a slew of other data bits out there.  One problem, however, is tracking all of this data from each source as it flows inward and outward.  To upgrade your current methodology of segmenting data, perhaps find some method to put data across the wire with an excellent way of collecting feedback, tracking the results of polls and nurturing the data collected simply by integrating better means of putting that data across the wire.  Tracking numerous information sources can be painstaking, time consuming and even financially wasteful; attempt to make 2013 the year in which you put information across the world in an easier, more streamlined method.

Finding That Singular Data Source

An extension of above stated need, aggressive marketers will want easier methods of storing and retrieving data, preferably within one location.  This is done with a 4000-pound, highly potent yet rarely tested marketing automation plan, which can seamlessly integrate numerous inbound data reception points into one place.  While many companies have vied for this automatic marketing tool for decades, it’s finally taking off, and only the patience and well-planned business strategists are guiding business along for the ride.  By specifying tasks, outcomes and placement of data collected from piloted campaigns, you’ll have that singular place where all data can collaborate with your analytics tools to better pitch your marketing plans in appropriate places.  The three main areas which comprise of marketing automation include (but aren’t limited to):

  • Workflow automation, which simplifies the marketing schema altogether;
  • Marketing automation, which simply moves leads from one campaign to another;
  • Intelligence, which is advanced behavioral study to interpret specific actions, habits and purchase demographics to allow measurements for future marketing campaigns to be taken more accurately.

Heading into the next year, it may benefit your business to simplify your data sourcing methods and vie for marketing automation processes to streamline data sets.  It also gives your marketing interpretations an easier path for leveraging campaigns throughout all digital points of entrance and exit.
In order to effectively prepare marketing automation tasks, you must prepare to deliver a message to specific groups across numerous platforms, in which leads collected can be segmented into where the response came from.


Although your business has needs in one particular niche, you may find marketing to be too far outside your comfort zone and pass those responsibilities onto somebody else.  If you’re already an aggressive search marketing professional, you may find data management issues to be well outside your personal boundaries, or cares.  If you’ve set yourself into marketing standards which historically work, perhaps you should expand and cross-implement various stratagems to test marketability, viability and usability.  Since marketing revolves around catering to specific niche markets, you’ll need to encompass all possible avenues within that niche, such as adopting automation tactics, finding new and easier ways to nurture collected data, or even making new strides towards the future of viral marketing via mobile platforms.
Expanding your capacity can only offer improvements; treat setbacks as learning experiences instead of flawed skill.  If you’re a freelance marketing pro paying homage to only single clients, having the ability to expand channels will increase your own marketability and retain clientele who need digitally astute marketing pros to assist in keeping tabs on data integration and lead scoring.

Look Closely At Display Ads… Again

When the mobile web began growing, the playing field for mobile display ads once again leveled.  If you aren’t targeting your PPC ads to mobile channels, you’re missing out on what will pan out to be immeasurable amounts of traffic in 2013, the year when video marketing meets mobile browser and slams head first into the golden opportunity for display ads to once again prove useful.  The costs should begin tailing off once more companies come onboard with mobile display advertising and in-video marketing.  If you’ve decided to use social media marketing campaigns solely, you’ll miss out on those accessing websites via mobile or tablet-based devices.

Video Efforts Are Mandatory

Of all your marketing efforts planned for 2013, it’s definitely suggested you work on video integration of any and all marketing campaigns, while tracking the analytics behind those who watch your videos.  Since pictorial evidence is becoming nearly mandatory to build business-customer trust, you’ll definitely find exponential benefit in implementing emails, SMM and SEM using viral videos such as tutorials, testimonials or even something quirky going on around the office.  The leads you’ll receive could come in the form of commentary, emailing, etc.  Making these videos available across mobile and internet-based platforms will more than amicably pull weight for your business while also allowing other marketing angles to naturally run their course.

Always Plan Towards Future

The marketing trends you’ll follow today will more than likely be moot next year, and we’ve seen this on many different platforms such as FFA linking and other unethical marketing practices that used to work.  Google has gotten smarter, our future is looking technologically brighter and marketing efforts need to be adjusted to match the growing expanse of internet marketing.  Digitally speaking, having your mind on today but your plans prepared for tomorrow will keep you ahead of the digital marketing learning curve.

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About the Author (Author Profile)

Tim Wilson works as content manager at HostPapa, a website hosting company serving over 100,000 customers around the world. Since launching in 2006, HostPapa has offered reliable, budget-friendly, easy-to-use web hosting solutions for small to medium-sized businesses.

Comments (18)

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  1. Jacko

    Good post Tim but what about the problems with mobile?

    Have you ever tried to watch videos when you are out and about.

    I have att + amdroid and half the time the video is choppy at best.

    Also with the attention span being as low as it is, are people really interested in watching 5-10-12 minute videos? Seems like they need to get down to under 30 secs to be effective but so few are doing this.

    I think product placement and content marketing inside the video itself will grow. Ads popping up over the video will fade. People avoid them like the plague. just my prediction.
    Jacko recently posted..What’s HotMy Profile

    • Geno Thampi

      Jacko I agree with what you have said about video popup ads. Where I live, the wireless data connection is still very slow. So the audience for the videos on mobile devices is very low as well. Hopefully, things and trends may change here pretty fast!

  2. Aasma

    Mobile users are future of your digital marketing and you should start to focus on them. Give more attention to video marketing as maximum numbers of users prefer solutions in video than reading long articles.
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  4. Isabell

    I guess in 2013 traffic from mobile channels will be the main part of the whole traffic to a website.
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  5. Am just counting down to 2013 as am hoping its going to be a better year of blogging and earning than 2012.

  6. Its always best to plan ahead in whatever business we are into. And having a digital strategy for the online side of our business would do wonders for us.
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  10. Phil Cebu says:

    Planning is definitely one of the critical and key aspects for every business success.
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  11. Ravi Kant says:

    Great list! I didn’t even know that there are special services for this. Thanks!

  12. Justin from Cincinnati website design

    Planning is key, you are right about that. If more businesses would learn to do this there would be more success right now with small ones at least. Going online seems like a huge problem for some of these older businesses and it’s really not as bad as they think it is.

    I think they just need their hand held sometimes!
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  14. clicktraffic says:

    In 2013 Two main aspects of the online marketing will be through, mobile and video marketing. Mobile technology is going to boost the internet marketing and Video marketing provides a good impact on user’s mind

  15. freshers says:

    I guess in 2013 traffic from mobile channels will be the main part of the whole traffic to a website.

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