I know many people have already written about what is expected to happen in the world of marketing in 2013 but I am going to consolidate them for you into three key points. Every marketer has a different opinion of what the big trends to emerge this year will be, but I keep hearing about social media, big data, and working more closely with sales.
Here are a few pieces I read that go more in depth on these topics:
9 Marketing Trends that will Upset your Marketing in 2013 – from the Eloqua blog, by Amanda F. Batista
Predictions for 2013 Emerging Marketing Trends – from socialmediatoday, by Chris Marentis
Prepare for 2013: 10 B2B Marketing Trends and Developments – from MarketingProfs, by Uri Bar-Joseph
Internet Marketing Trends for 2013 – from Small Business Trends, by Lisa Barone
Digital marketing makes up a very large part of the marketing mix in most companies (duh). In order to successfully execute digital marketing programs and truly realize their ROI you need to be able to track and analyze the data that comes back from these campaigns to ensure you are optimizing your marketing budget, targeting the right audience, etc. Additionally you need to have some insight into the sales team’s progress on following up on the leads that come in, the deals that are closed, and the reasons leads were disqualified to make sure everyone is on the same page. One of the best places to put all this information together is in a CRM solution (salesforce.com, SAP, Oracle, etc.), but tracking, measuring, and analyzing all this data properly is very hard.
The crux of the matter is this: as marketing and sales work together more closely to drive revenue and big data is increasingly leveraged for more traditional digital marketing as well as social media campaigns the importance of tracking this in your CRM solution and being able to report on the numbers that really matter to your boss (i.e. revenue) is growing as well.