Five Predictions for 2013

As 2012 closes I have been starting to read several predictions for 2013 and I got to thinking about what my predictions would be.  Over the last year I have had the opportunity to works with a diverse group of clients.  I took the time to think about all the conversations I have had and I have come up with 5 predictions for 2013 based on the direction my clients are taking their digital marketing efforts.

  1. B to B clients will shift away from Facebook.  Many of my B to B clients tested out Facebook in 2012 but realized that they were not reaching their customers and the ROI was not there.
  2. B to B clients will focus on LinkedIn. Because of the poor results with Facebook some of my B to B clients are looking at testing out LinkedIn for 2013.
  3. B to B clients will revisit their email list.  As mentioned above, many of my clients tested out social media in 2012 but realized their email campaigns vastly outperformed any social media campaign.
  4. The push for a universal KPI.  Several of my clients are working on developing a single KPI made up of several key metrics.  The idea is that several metrics roll into one universal KPI and an executive sees one big number or even an icon like a green arrow and they can be assured that they are moving in the right direction.
  5. The push for “Intent to Purchase “events.  I have several clients that are developing reporting and dashboards focused on conversions.  For clients who do not have a hard conversion on their site or other digital properties they are identifying a proxy for the conversion or an “intent to purchase” event.  Example of this would be clicks on a where to buy link etc.

So these are my predictions for 2013.  I am not sure if I am cut out to be like Nostradamus but it was fun looking back on 2012. 

Happy New Year!



By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

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