Top 10 marketing activities you should be doing in 2013
A new year brings the usual personal new years’ resolutions: get healthy, lose weight, look for romance or find a new job. But what are you doing about your professional resolutions? If you’re a marketer, here are the top 10 things you should be doing in 2013:
Ensure your website is mobile ready or mobile enabled. Back in October 2012, mobile web traffic was already at 16% of all traffic. It’s predicted to grow by over 400% by 2015. For many brands, 2013 is the year you will see more people accessing your website or marketing content via mobile or tablet than via PC. So make this a priority!
Bring your social media community management in-house.Nike are doing it, and others will follow their example. Continue to use agency partners to help with campaigns and marketing messages, but increasingly, social communications and interaction with customers via social networks is mission-critical function that needs to be in-sourced.
Become an eTailer, as well as a Retailer. All retailers are becoming Omni-channel, or multi-channel. Embrace the change. If you’re a product marketer, build a relationship with Amazon.com, eBay, Rakuten, DealsDirect, Lazada or similar sites. If you’re a bricks & mortar retailer, it’s long past due for you to dust off the website and add e-commerce payment options.
Focus on winning in customer service. You might be thinking “I’m a marketer, I don’t look after customer complaints or their issues”. Wrong. With the rise of social media, and the lack of barriers customers have to brands, customer service is everyone’s responsibility. For a marketing standpoint focus on online support, FAQs, testimonials from customers, customer self-help guides on YouTube and internal culture change.
Train all employees in how they should be using social media. Then let them talk to customers. This is a simple approach to solving the social media resource issue (there are never enough marketing headcount…), and mitigates the risk of employees doing or saying the wrong thing online. Dell are doing a great job of this – it might be worth following their lead.
Don’t rely on “gut feel”, believe in (big) data. Many are predicting that the future of marketing is in “big data”, but it doesn’t have to be big. It just needs to be measurable and help you with segmentation, CRM or more accurate message targeting. The important thing is to use data, measure, rinse and repeat.
Damien has over 15 years’ experience in the digital industry, covering all aspects of digital marketing, e-commerce and social media.
Damien is currently the Global Head of Digital Marketing at Standard Chartered Bank. Previously he was the Regional Marketing Director, Digital & Social Media Samsung Asia, and Prior to this he was the Online Director – Asia Pacific & Japan at Dell, managing over $1 billion in e-commerce revenue in Asia. At Dell he also had the dual role of Global Social Media Director, with a mandate to “operationalise” social media sales and marketing into Dell’s top 10 countries internationally. Prior to working at Dell, Damien was at Ogilvy & Mather Singapore, as General Manager of Soho Square (Ogilvy’s conflict agency); General Manager of Neo@Ogilvy (Ogilvy’s digital media team) and Ogilvy’s regional digital consulting lead. Damien has also worked at leading companies such as Citibank, Coca-Cola, NRMA and McKinsey & Company.
In November 2011, Damien received the Global Brand Leadership at the World Brand Congress 2011 event in India. He is currently a judge of the Marketing “Agency of the Year” Awards 2012 and has been a judge for the 2011 Digital Media Awards and the 2009 Asian Marketing Effectiveness Awards. He’s also a top ranked speaker on social media, digital marketing and e-commerce who has been chairman, keynote or guest speaker at: Social Media World Forum Asia, iStrategy Conference in Singapore & Australia, ad:tech Singapore and Sydney, Search Engine Strategies (“SES”) Hong Kong, Brand Couture Singapore, Campaign Spotlight: Technology Singapore, HR Congress, Singapore, Digital Cream Singapore and the National Sales & Marketing Conference Singapore.
Damien’s blog, Digital Future, is available at: http://damiencummings.blogspot.com; his Twitter profile is @damiencummings and he can be found on LinkedIn here: http://sg.linkedin.com/in/damiencummings