2013: Big Marketing Challenges

Posted by Kate Jurras on Fri, Dec 21, 2012

seth liebermanThis is the time of year when we reflect on the past, and look to the future. Through the end of January 2013 (2013!) we'll be sharing guest blog posts our the annual Predictions & Reflections series. We asked some of our smartest guest writers to reflect on the past year and look to the upcoming year. This post is by Seth Lieberman, CEO of SnapApp. Seth has more than 15 years of online marketing experience. When he is not immersed in social media marketing, you can find him at home in Brookline with his young family or indulging in one of his many hobbies, from gardening to photography to music to woodworking. You can reach Seth at @sethwlieberman or slieberman at snappapp.com. 

Cutting Through Noisy Content: That will be one of the biggest, least talked about challenges for Marketers in 2013. Why? Content is the new(ish) key to marketing success. With nearly 92% of marketers implementing content marketing tactics, however, we are closing in on an over-saturated marketing which will, in turn, reduce the effectiveness of content marketing. Based on this, I believe creating effective content that cuts through all the online noise will be the biggest obstacle marketers will face in 2013. Fortunately, there are a few ways for marketers to rise to the challenge.

Establish a Likeable Personality: The modern buyer is self-informed, empowered, and much too busy to appreciate having his or her time interrupted. Therefore, marketers must demonstrate the brand’s originality, insight, value, and other likeable qualities to draw people in – as opposed to pushing content out. When a personality is established, it comes through in the content-- not only does the audience appreciate it, they can relate to it as well.

Empower Sharing so your Market can help you spread the word: As a marketer, promoting your own brand is important, but getting other people to do the promoting for you is much more effective. Just look at the power of Amazon and TripAdvisor reviews and the viral effect of great marketing videos or promotions and you can see the power of sharing. By ensuring your content has well formatted sharing features and calls to (social) action, you won’t have to convince people your content is worth their time; their friends will do it for you.

Involve your Audience with Interactive Content: The biggest game changer for marketers next year will be the addition of interactive content to their mix. Currently most branded content is static -- there’s no dynamic back and forth experience between the audience and the brand. Interactive content – i.e., content such as quizzes, polls, contests, personality tests – allows companies to create two-sided experiences that result in a real exchange of ideas and information. Already, for brands using interactive content, the results are impressive. On average, at SnapApp we see that interactive content sees around a 50% impression to click rate, and an 82% form completion rate. The reason is simple: when people can actively be a part of the content, there’s much more interest and engagement.