Saturday, 26 January 2013

The present e-marketing perspective and its implications

Tablet-driven – that’s the trend for the next few years. It seems that the smart-phones that have dominated the market are due to give way to tablets. The pros for tablets are bigger screens, they offer more variety of use to consumers (watch videos more comfortably, access to web pages designed for them, buy online more easily etc.), better access to corporate data for employees on the move – among others.

The tablet market is hotting up as more companies are offering tablets and their price comes down. There’s a short, sweet summary of research, report highlights and trends in the Rippleeffect, Breakfast Waffle, blog (7.1.13)

And, this analysis is confirmed for the digital entertainment market by Jerome Rota, (10.1.13) in the Netimperative blog.

There’s a far more detailed report on Customer Loyalty and marketing strategy at The Loyalty Guide.com. Although the tablet frenzy is not explicitly noted, there are fascinating insights into changes in consumer behaviour, the value of brand in online ventures, and a ‘What the experts say’, section that consolidates sector information on: Supermarket and Grocery Loyalty, General Retail Loyalty, Financial Services Loyalty, Airlines FFPs and Airport Loyalty, Hotel and Resort Loyalty, General Travel and Tourism Loyalty, Food, Drink and Entertainments Loyalty, Mobile, Fixed Line and ISP Loyalty, Automotive and Fuel Loyalty, Media and Publishing Loyalty, and Loyalty in Other Sectors (mainly public service oriented).

Then we get an in-depth treatment of how e-marketing trends are likely to go in 2013 from Ashley Friedlien, e-consultancy (8.1.13). His 17 pointers offer a wide-ranging romp through aspects of the markets that he finds significant; digital mainstream - the ‘new norm’, digital talent – war, putting effort into cross-channel customer experiences, focus on the long-term rather than just short term, watch digital internationalisation in such uncertain financial times, customer choice for channels settling down, transparently knowing what customers want, content, content, content, mobile maturity including m-commerce, better understanding of the social media market, design and user experience influenced by screen size, native advertising versus other models, digital analysis improving across channels and types of user experience, emerging digital TV spin-offs, bettering email and SEO marketing through intelligence, among others.

So exciting times on the marketing front for 2013. It doesn’t take much to understand the impact across the board for everyone involved in digital. Commissioned products have to achieve business ends and these are dictated by customer needs while marketeers give us the insights between them - for those that are willing to listen.

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