{"id":113291,"date":"2012-12-22T02:20:00","date_gmt":"2012-12-22T07:20:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/utility-mobility-fluidity-2013-digital-forecast-2\/"},"modified":"2024-12-21T05:54:53","modified_gmt":"2024-12-21T10:54:53","slug":"utility-mobility-fluidity-2013-digital-forecast-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/utility-mobility-fluidity-2013-digital-forecast-2\/","title":{"rendered":"Utility, Mobility, Fluidity: 2013 Digital Forecast"},"content":{"rendered":"

\"DigitalWe\u2019re all doing it: working on our laptop or desktop, but navigating, shopping and socializing on our phones or tablets. The mobile web is the same Internet we\u2019ve come to know and love, but we\u2019re finding radically different ways to use it. Sometimes our behaviour shapes the medium, and sometimes the medium changes us.<\/p>\n

What does this mean for digital strategy in 2013?<\/strong><\/p>\n

Get ready to evaluate how<\/em> your user engages with your campaigns, sites and apps. Your digital plans must unfold with a detailed assessment of how and where users access your site, what they do when they get there, and what real world goals they\u2019re trying to accomplish.<\/p>\n

Marketers who embrace this new utility, mobility and fluidity will build sites, tools and campaigns that don\u2019t get in the way. The goal: make it easier for people to fulfil small daily tasks and they will reward you with their loyalty.<\/p>\n

With this in mind, four tactics to ground your digital marketing strategy<\/a> in the coming year:<\/p>\n

1. Local + Mobile<\/strong><\/p>\n

Web users are on the move. They\u2019re using their smartphones to search for everything from hardware to movie times. We\u2019re going to see a shift toward extremely local content<\/a> and online incentives that drive to local stores. Click-to-call will take off, increasing the number of local phone queries to businesses. By encouraging users to visit their local stores, the convenience of local, accessible mobile data may even revive small, main street business.<\/p>\n

2. Across Channels + Devices<\/strong><\/p>\n

Oh the platforms and channels! Get ready to track and optimize for conversions across multiple channels \u2013 social, search, display, affiliate \u2013 and between devices. The industry is quickly moving away from last click attribution, acknowledging that users often browse on one device and channel, then convert later via a completely different path.<\/p>\n

Analytics companies are working feverishly to keep up, devising new ways for marketers to track this data easily and with more precision. Engage this feedback loop and you will get better at fine tuning campaigns, featuring the right products and optimizing the conversion path on websites.<\/p>\n

3. Mobile First<\/strong><\/p>\n

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