10 dmm trends to watch in 2013

SaepioLearningSeries

10to in

2013Trends

WatchDMM

10to in

2013Trends

WatchDMM

Introduction

This document explores ten trends to watch in 2013. These are:

1. Move To Turn-Key, Opt-In Campaigns

2. Big Data in Local Bites

3. Increased Focus On Analytics/Reporting

4. Increased Importance Of Local Mobile Communications

5. Local Augmentation To Loyalty Programs

6. Local Use Of Social Marketing Matures

7. Point-Of-Sale Advertising Importance Grows

8. Customers Actions Will Trigger Marketing Messages

9. Content Marketing Moves Local

10. Corporate Marketers Help Local Marketers Identify And Inform Word-Of-Mouth Advocates

10 DMM Trends to Watch in 2013

Trend One

Move To Turn-Key, Opt-In CampaignsIn 2013, corporate marketers will begin to move from a la carte solutions for local mar-keters to turn-key, opt-in campaigns. Such events can be focused on a sales event (i.e. Memorial Day Sale) or quarter-long campaigns with Good/Better/Best participation levels. Cross-channel automation makes this possible.

Why we believe this will be a 2013 trend:

Consumers rely on an increasingly widening range of channels to receive marketing com-munication. Local marketers don’t have the time or skill to create the multi-channel mar-keting campaigns to support these new consumption habits. Corporate marketers must simplify the process for them to keep local marketing effectiveness high.

What we recommend organizations do to prepare:

Think multi-channel and think connected campaigns for every resource provided to local marketers. Look to multi-channel marketing platforms to simplify the process.

To read more, download “Turn-Key, Multi-Channel Campaigns Made Easy for Local Marketers.”

http://bit.ly/YkGTT5







Trend Two

Big Data in Local BitesDMM platforms let the insights from Big Data inform marketing decisions at the local level. Corporations begin to provide local marketing content options based on trade area level analytics. This blend of corporate insight and local intuition helps set the stage for better results from local marketing efforts.


Big data is top of mind and corporate marketers are actively looking for ways to apply the insights it can provide. They will see bringing insight to local messages as an obvious appli-cation that will also address the corporate marketers’ historic distrust of local marketers’ abil-ities to message properly in the local market. Big data provides a fact-based way to insert corporate directives into local activities.


Structure big data reporting to include local market views that are easy for the local market-er to understand and apply. Implement an automated content creation platform that draws on big data analytics to optimize local communi-cations but that also still allows for local marketer participation and engagement in marketing strategy and content.

To read more, download “Automating Marketing Localization Keys to Selecting Solutions that Cut Costs and Boost Sales.” http://bit.ly/NZTB4L

http://bit.ly/NZTB4L






Trend Three

Increased Focus On Analytics/ReportingCorporate marketers begin to watch local marketing activities and results more closely to ensure that best-practice campaigns are shared across multiple markets. An early-stage ability to provide predictive outcomes for local campaign investment begins to emerge.


Return on the investments focused on supporting local marketing are already under scrutiny. This scrutiny will likely increase as across the board accountability expectations continue to rise for corporate marketing.


If you can’t collect data on local marketing activities and results, you can’t analyze or report on it. Utilizing a distributed marketing platform with built-in data capture and reporting will be required to provide the analytics, reporting, and best-practice campaign creation desired.

To read more, download “Leveraging the Power of Analytics in Local Marketing - Making Customer Data Actionable.”

http://bit.ly/WAE76V





Trend Four

Increased Importance Of Local Mobile CommunicationsAs more and more mediums are consumed via mobile phones, local mobile marketing will increase in importance. Look for mobile friendly local email creative as an early adjustment in 2013 with mobile list building activities increasing as the year progresses.


All research points to smart phones and tablets as the primary way consumers engage with multiple channels including emails, websites, and social networking. Local marketers may not focus on SMS or MMS messaging but will recognize the importance of mobile-opti-mized communications for the 10+ channels that can now be consumed on a smart phone.


Mobile-optimize all the marketing resources provided for use by local marketers. Also look for turn-key solutions you can provide to help local marketers build customer and prospect mobile marketing lists.

To learn more about local mobile communica-tions, watch the webinar on How National Brands Integrate a Mobile, Social, Local Approach for Local Marketers.

http://bit.ly/WT5uaL





Trend Five

Local Augmentation To Loyalty ProgramsOversaturation has begun to diminish the effectiveness of loyalty programs. Look for corporate marketers to begin to give local marketers access to the “local” loyalty network to offer “same-day” specials based on some local trigger, i.e. if the temp hits 90 degrees in a local area, loyalty card members get X discount on ice cream for the rest of the day.


Loyalty marketing is becoming very familiar to consumers and beginning to show signs of fatigue. For many industries, the customer loyalty is primarily expressed through purchases at a single retail or service outlet. Corporate marketers will look to engage the local market staff to keep the loyalty marketing benefits (including the personal relationships created) valued by the consumer.


Implement systems that enable joint loyalty marketing content creation between your corporate marketing team and the local market-

ing staff. Automate ongoing processes to minimize dependency on human co-

ordination to localize the personalized loyalty message creation.

To see how this works, schedule a demo with us today.

http://bit.ly/10zdYuQ

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Local Marketer

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Trend Six

Local Use Of Social Marketing MaturesCorporate marketer’s become increasingly willing to give local marketers control of local social outlets. While there are stumbles, most of the social communications from corporate and local remains coordinated and consistent.


While it varies dramatically by industry, corporate marketers are becoming more comfort-able with local involvement in social marketing. A lot of this comfort is driven by systems that enable corporate control and/or review of social postings.


Corporate marketers should reassess local involvement in social marketing within the context of available systems to help control messages. They should also look for systems

that highly automate processes as unstructured social marketing can consume a substantial amount of

the local marketer’s time.

To see how this works, schedule a demo with us today.

http://bit.ly/XtbUxT

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Trend Seven

Point-Of-Sale Advertising Importance GrowsIn spite of the proliferation of the Internet in shopping and purchasing patterns, an im-mense number of buying decisions are still being made in store. Early stage integrations between NFC enabled smart phones and locally managed digital display units will start to appear in late 2013.


POPAI research shows that the majority of purchase decisions are still made at a retail loca-tion. With consumers using smart phones for consuming marketing messages and con-ducting product research (often at the point-of-sale), the retail environment becomes the marketer’s battleground. Marketers will look for innovative ways to engage consumers via mobile during point of sale process and will look for better point of sale communications.


Corporate marketers should develop permission-based mobile access to their customers for point of sale push market-ing. They should explore creative ways to display digital content in-store and to support mobile-originated, consumer-driven engagement through mobile devices while the consumer is in the decision process.

To see how Point-of-Sale Advertising works, schedule a demo with us today.

http://bit.ly/SrtpBE






Trend Eight

Customers Actions Will Trigger Marketing MessagesAs big data, campaign management and distributed marketing platform technologies continue to intertwine, local customers and local marketers will begin to determine when and what messages the customer receives. The customer’s actions will trigger receipt of location-informed marketing messages. The local marketer will participate in the process by managing the offers that are published to customers and prospects receiving the localized content.


Consumers now expect to be in charge of when, where and how they receive marketing messages. Loyalty marketing programs have also trained them to expect high personal-ization. We believe that innovative companies introduce engagement based marketing concepts in 2013 and consumers will quickly come to expect nothing less.


Prepare your content for real-time, personalized assembly across all channels. Find a multi-channel, just-in-time content assembly platform or provider and begin to experiment with consumer driven communication sequences.

To learn more about how Customer-Driven Local Marketing works, schedule a demo with us today.

Real TimeContent

PersonalizedAcross

All Channels

http://bit.ly/ULTLNt






http://bit.ly/VVVUbt

Trend Nine

Content Marketing Moves LocalThe content marketing wave that has permeated B-to-B marketing at the corporate level moves to B-to-B and B-to-C marketing at the local level as local search grows in importance. News releases, blogs and keyword optimization all are key to the process. Most important, however, is automating this historically labor-intense process for local marketers.


As mobile device use grows for local search, high, natural search positioning is critical. Because PPC doesn’t work well for mobile advertising, corporate and local marketers will invest heavily in localized content marketing to improve visibility.


Invest in a distributed marketing management platform to facilitate automated local ver-sioning of corporate-created content. Employ automated resources to distribute/post local content for search engine exposure.

To learn more, download “Tapping the Potential of Local Marketers: How Better Brand Alignment Can Fuel Increased Sales.”





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Trend Ten

Corporate Marketers Help Local Marketers Identify and Inform Word-Of-Mouth AdvocatesSocial platforms continue to provide a strong environment for word-of-mouth marketing. Corporate marketers move to help local marketers identify and provide information resourc-es to their WOM advocates.


Marketers simply have better information about social advocates and more tools to reach and influence them. They also have a much better command on how to influence the advo-cates without turning them off.


Develop structured programs that engage local marketers in identifying word-of-mouth marketing advocates. Provide locally versioned resources the local marketers can share with these advocates.

To learn more, schedule a demo with us today.






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• Easy to Build and Run Cross-Channel Campaigns because everything – email, land-ing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and much more – are all managed in a single, integrated digital marketing platform.

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10 dmm trends to watch in 2013

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local intuition

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