Celarity Blog • Updated Jan 3, 2018
2013 Marketing Trends
2013 has brought us a whirlwind of new marketing trends and we’re only 4 months in. Everyday the marketing industry is evolving and developing new concepts, so what can we expect for 2013?
We recently attended a Minnesota Women in Marketing Communications event featuring Jennifer Kane of Kane Consulting where we learned about trending topics in marketing and predictions for the future. With so much going on from social marketing to real time marketing, we have a lot to stay on top of and watch out for.
We can have everything we want, the way we want it and when we want it. We have instant access to products, brands, stores, food, etc. Things are only going to get faster and faster because we love having this power.
So, how do we as brands and companies adapt to the increase in speed and desire for instant access? Kane’s trick is to read a lot and keep up with the latest trends of how other organizations are adapting to this age of urgent accountability. If you’re going to have a social presence, you have to stay on top of it because response time has become shorter and shorter and your customers/clients expect quick social interactions.
We’ve all heard how Oreo is the poster-child of Real-time Marketing, but how can smaller brands without million dollar marketing budgets compete? There’s no way one brand can keep up on every trend and succeed, you have to know when it works and when it doesn’t. With real-time marketing you should strive to be nimble and reactive, know what your audience cares about and if it works with your brand.
Companies should follow trends and take opportunities to seize moments that work, you don’t want to be the brand that tries too hard and annoys your audience. In 2013, brands can try and be on top in real-time marketing but it takes special moments like Oreo’s Super Bowl ad to really make an impact. For smaller companies, following industry events and tweeting a promotion or a link to your own website are very small, but real examples of real-time marketing.
In order to avoid content feeling like an ad, marketers have started to implement native advertising. It makes an ad look like other content on the site so it visibly blends in. Tweets appear in your stream and posts look natural in your Facebook newsfeed but you’ve never ‘liked’ or ‘followed’ these brands. They’re paying to promote their content ‘naturally.’ A great example of a website incorporating native advertising is Buzzfeed. While the content is still relevant to the user, articles are ‘presented by’ a brand and the brand name appears on and throughout the content.
Most advertisements feel like a forceful message coming at us. Companies are starting to shift their campaigns to storytelling. Instead of banner ads and pop-ups, many brands are starting to push content and stories to the forefront. People are more apt to buy when they’re being entertained and not when they are being blatantly sold something.
In order to succeed, you have to be entertaining. This incorporates a bit of Neuromarketing, companies want to create campaigns and ads that tap into the part of consumers brains where they don’t really know they’re listening to an ad, they’re simply being entertained. Target has started to implement this tactic in their tv ads and we can expect to see much more of this in the coming year.
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