Click here to close now.



Welcome!

Agile Computing Authors: Liz McMillan, Cloud Best Practices Network, Elizabeth White, Pat Romanski, Jayaram Krishnaswamy

News Feed Item

Optify Identifies Key Trends for Digital Marketing Industry in 2013

Leading Digital Marketing Software Company Forecasts 12 Predictions to Shape the Industry in the Next Year

SEATTLE, WA -- (Marketwire) -- 12/11/12 -- Optify, the leading innovator in digital marketing software, today announced its top predictions to shape the digital marketing industry in 2013. The past year saw many changes in the digital marketing landscape, including the addition of social content in SERPs, multiple IPOs and acquisitions, an increase in Google's "Not Provided" from organic referring traffic, and a heavy reliance on digital marketing agencies to support companies' marketing efforts. Digital marketers are still determining how to navigate this evolving sector, and which opportunities will help propel their companies in the coming year.

In this landscape, Optify's top predictions include:

1. The world does not end.

2. Agencies will double in quantity. With the proliferation of point solutions to manage, measure, and report on various online and social activities, companies are turning to digital marketing agencies to help them take over these efforts. The unprecedented demand contributes to the increase in digital marketing agencies -- from owner-operated agencies to consultants, all the way to creative agencies offering more online services. Optify expects the number of agencies to double within the next 3-5 years.

3. Consolidation of tools. More point-solution tools will consolidate into integrated solutions as marketers look for better efficiencies and utilization of tracking and reporting.

4. Integrated campaigns. After seeing a surge in digital marketing adoption in 2012 including the establishment of channels like social media, and the emergence of new channels like mobile, 2013 will be the year of integrated campaigns as marketers aspire to leverage cross-channel campaigns to deliver better results at a lower cost.

5. Stronger connection between offline and online events. Cross-channel campaigns including offline events such as direct mail, tradeshows, city tours and networking events, will continue to become more seamless in the next year. Companies will try to tie offline events to online experience and find ways to measure the impact of these cross-channel campaigns through comprehensive tracking and analytics.

6. Paid Search for B2B companies will continue to show decline as new, better ad platforms emerge. In the past year, we've already seen the initial indications of a decline in Paid Search among B2B companies, as marketers identified a decrease in generated leads and effectiveness from their PPC campaigns. In the next year we expect this trend to continue on a larger scale, as companies identify more efficient, cost-effective alternatives to utilize. Google, as a reaction, will try to mitigate its issues with Paid Search for the B2B sector with improved services, additional insight to user intelligence, and a stronger sales team.

7. Google will start charging for its data and access to its analytics. In 2012 Google made huge investments in its Analytics solution as well as stronger enforcement of its API terms. Coupled with increasing blocked referring data (over 40% of organic searches are blocked) it seems like Google is making a move towards charging for the data it collects and stores.

8. Google will continue to dominate the B2B Search Market. In 2013 Google will reach 95% market share for the B2B Search Market.

9. Journalists and bloggers defined by content not titles. In 2013 the lines between traditional media and new content formats will continue to blur and what will distinguish between journalists and bloggers is the content they create and their reach, not their titles.

10. Marketing budgets will match IT budgets. As marketing departments invest more in software and infrastructure, marketing budgets will match those of IT departments shifting the budget power balance.

11. Sales responsibilities moving to marketing. In 2013 more companies will move sales responsibilities -- inside sales, sales operations, lead qualification -- to the marketing departments.

12. Email grows even bigger. With the increase of social media and mobile usage, email marketing is growing to astonishing rates and in 2013 we will see even bigger growth as more businesses adopt online marketing.

"The digital marketing landscape is ever-changing, and in 2013 it will be essential for B2B marketers to evaluate their efforts on an on-going basis to be sure they're generating the highest ROI," said Rob Eleveld, CEO of Optify. "As we have already begun to see a sharp decline in the ROI of Paid Search, we expect to see digital marketers participate in alternate channels and adopt a more integrated approach to their marketing strategies."

About Optify
Optify provides an integrated demand generation SaaS solution for professional marketers who are responsible for fueling their company's or clients' growth. Optify helps B2B marketers and digital marketing agencies generate more high quality inbound leads, nurture more demand from existing leads, and track the impact of every marketing program in one place. Optify's award-winning Digital Marketing Software Suite brings together powerful email marketing, social marketing, enterprise-class SEO, combined with powerful website visitor intelligence. Optify's flexible pricing model makes it a cost-effective solution for managing a single site, or 100 client sites. Optify is headquartered in Seattle, Washington. To learn more about Optify, please visit http://www.optify.net.

Add to Digg Bookmark with del.icio.us Add to Newsvine

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

@ThingsExpo Stories
Most people haven’t heard the word, “gamification,” even though they probably, and perhaps unwittingly, participate in it every day. Gamification is “the process of adding games or game-like elements to something (as a task) so as to encourage participation.” Further, gamification is about bringing game mechanics – rules, constructs, processes, and methods – into the real world in an effort to engage people. In his session at @ThingsExpo, Robert Endo, owner and engagement manager of Intrepid D...
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry's single source for the cloud. Fusion's advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including clou...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, will provide an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profes...
SYS-CON Events announced today that VAI, a leading ERP software provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. VAI (Vormittag Associates, Inc.) is a leading independent mid-market ERP software developer renowned for its flexible solutions and ability to automate critical business functions for the distribution, manufacturing, specialty retail and service sectors. An IBM Premier Business Part...
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
As enterprises work to take advantage of Big Data technologies, they frequently become distracted by product-level decisions. In most new Big Data builds this approach is completely counter-productive: it presupposes tools that may not be a fit for development teams, forces IT to take on the burden of evaluating and maintaining unfamiliar technology, and represents a major up-front expense. In his session at @BigDataExpo at @ThingsExpo, Andrew Warfield, CTO and Co-Founder of Coho Data, will dis...
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
Eighty percent of a data scientist’s time is spent gathering and cleaning up data, and 80% of all data is unstructured and almost never analyzed. Cognitive computing, in combination with Big Data, is changing the equation by creating data reservoirs and using natural language processing to enable analysis of unstructured data sources. This is impacting every aspect of the analytics profession from how data is mined (and by whom) to how it is delivered. This is not some futuristic vision: it's ha...
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Learn how IoT, cloud, social networks and last but not least, humans, can be integrated into a seamless integration of cooperative organisms both cybernetic and biological. This has been enabled by recent advances in IoT device capabilities, messaging frameworks, presence and collaboration services, where devices can share information and make independent and human assisted decisions based upon social status from other entities. In his session at @ThingsExpo, Michael Heydt, founder of Seamless...
The IoT's basic concept of collecting data from as many sources possible to drive better decision making, create process innovation and realize additional revenue has been in use at large enterprises with deep pockets for decades. So what has changed? In his session at @ThingsExpo, Prasanna Sivaramakrishnan, Solutions Architect at Red Hat, discussed the impact commodity hardware, ubiquitous connectivity, and innovations in open source software are having on the connected universe of people, thi...
WebRTC: together these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at WebRTC Summit, Cary Bran, VP of Innovation and New Ventures at Plantronics and PLT Labs, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it may enable, complement or entirely transform.
For manufacturers, the Internet of Things (IoT) represents a jumping-off point for innovation, jobs, and revenue creation. But to adequately seize the opportunity, manufacturers must design devices that are interconnected, can continually sense their environment and process huge amounts of data. As a first step, manufacturers must embrace a new product development ecosystem in order to support these products.
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, showed how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants received the download information, scripts, and complete end-t...
Manufacturing connected IoT versions of traditional products requires more than multiple deep technology skills. It also requires a shift in mindset, to realize that connected, sensor-enabled “things” act more like services than what we usually think of as products. In his session at @ThingsExpo, David Friedman, CEO and co-founder of Ayla Networks, discussed how when sensors start generating detailed real-world data about products and how they’re being used, smart manufacturers can use the dat...
When it comes to IoT in the enterprise, namely the commercial building and hospitality markets, a benefit not getting the attention it deserves is energy efficiency, and IoT’s direct impact on a cleaner, greener environment when installed in smart buildings. Until now clean technology was offered piecemeal and led with point solutions that require significant systems integration to orchestrate and deploy. There didn't exist a 'top down' approach that can manage and monitor the way a Smart Buildi...