3/15/13 7:52 PM 10 Brand Marketing Trends that Should Dominate 2013 - Forbes Page 1 of 5 http://www.forbes.com/sites/work-in-progress/2012/12/18/10-brand-marketing-trends-that-should-dominate-2013/ Get an issue of Forbes for FREE! Help | Sign up | Log in Most Read on Forbes FORBESWOMAN | 12/18/2012 @ 11:16AM | 28,703 views 10 Brand Marketing Trends that Should Dominate 2013 Susan Gunelius, Contributor (Photo credit: One Way Stock) What trends should be on every marketers’ radar in 2013? With just a couple of weeks until the new year arrives, it’s time to start thinking about the trends that are dominating brand marketing and will stick around or get even bigger in 2013. These are the brand marketing trends that can open significant opportunities or create big challenges over the next 12 months. Is your brand ready for them? 1. Brand Accountability Social media reputation management has never been more important, and brand transparency is critical. In 2013, even the smallest mistake can become a huge public relations problem. You need to be ready with response plans in place to protect your brand reputation. 2. Brand Trust Social media also makes it easy for consumers to confirm if a brand really walks the walk and talks the talk. It’s a lot harder to earn consumers’ trust in your brand today, and it will be even harder in 2013. NEWS People Places Companies Follow (673) Work in Progress CAREER TALK FOR WOMEN gyroVoice: Why Brand Experiences Matter Judy Abel @gyro First Impressions of Samsung Galaxy First Impressions of Samsung Galaxy S4 S4 +268,368 views Why Windows 8 Is The First Windows Why Windows 8 Is The First Windows Release I Absolutely Hate Release I Absolutely Hate Nearly Half Of BlackBerry Z10 Buyers Nearly Half Of BlackBerry Z10 Buyers Switching From iPhone And Android Switching From iPhone And Android How To See Comet PANSTARRS While How To See Comet PANSTARRS While You Can You Can Positive Impressions of The New Positive Impressions of The New Samsung Galaxy S4 Samsung Galaxy S4 What to Like About The Galaxy S4 What to Like About The Galaxy S4 Compared To The iPhone Compared To The iPhone Galaxy S4: Will Samsung Continue to Galaxy S4: Will Samsung Continue to Rule the Universe? Rule the Universe? Five Great RSS Reader Alternatives To Five Great RSS Reader Alternatives To Google Reader Google Reader Will Samsung S4 Beat Apple's iPhone Will Samsung S4 Beat Apple's iPhone To Become The U.S.' First Shopping To Become The U.S.' First Shopping Phone? Phone? 1.6 Billion Rounds Of Ammo For 1.6 Billion Rounds Of Ammo For Homeland Security? It's Time For A Homeland Security? It's Time For A National Conversation National Conversation 312 515 Tweet 401 990 39 0 Comment Now Follow Comments
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3/15/13 7:52 PM10 Brand Marketing Trends that Should Dominate 2013 - Forbes
Page 1 of 5http://www.forbes.com/sites/work-in-progress/2012/12/18/10-brand-marketing-trends-that-should-dominate-2013/
Get an issue of Forbes for FREE! Help|Sign up|Log in
What trends should be on every marketers’radar in 2013?
With just a couple of weeks until the newyear arrives, it’s time to start thinkingabout the trends that are dominating brandmarketing and will stick around or get evenbigger in 2013. These are the brandmarketing trends that can open significantopportunities or create big challenges overthe next 12 months. Is your brand ready forthem?
1. Brand AccountabilitySocial media reputation management has neverbeen more important, and brand transparency iscritical. In 2013, even the smallest mistake canbecome a huge public relations problem. You needto be ready with response plans in place to protectyour brand reputation.
2. Brand TrustSocial media also makes it easy for consumers toconfirm if a brand really walks the walk and talksthe talk. It’s a lot harder to earn consumers’ trust inyour brand today, and it will be even harder in2013.
NEWS People Places Companies
Follow (673)
Work in ProgressCAREER TALK FOR WOMEN
gyro Voice: WhyBrand ExperiencesMatter
Judy Abel@gyro
First Impressions of Samsung GalaxyFirst Impressions of Samsung GalaxyS4S4 +268,368 views
Why Windows 8 Is The First WindowsWhy Windows 8 Is The First WindowsRelease I Absolutely HateRelease I Absolutely Hate
Nearly Half Of BlackBerry Z10 BuyersNearly Half Of BlackBerry Z10 BuyersSwitching From iPhone And AndroidSwitching From iPhone And Android
How To See Comet PANSTARRS WhileHow To See Comet PANSTARRS WhileYou CanYou Can
Positive Impressions of The NewPositive Impressions of The NewSamsung Galaxy S4Samsung Galaxy S4
What to Like About The Galaxy S4What to Like About The Galaxy S4Compared To The iPhoneCompared To The iPhone
Galaxy S4: Will Samsung Continue toGalaxy S4: Will Samsung Continue toRule the Universe?Rule the Universe?
Five Great RSS Reader Alternatives ToFive Great RSS Reader Alternatives ToGoogle ReaderGoogle Reader
Will Samsung S4 Beat Apple's iPhoneWill Samsung S4 Beat Apple's iPhoneTo Become The U.S.' First ShoppingTo Become The U.S.' First ShoppingPhone?Phone?
1.6 Billion Rounds Of Ammo For1.6 Billion Rounds Of Ammo ForHomeland Security? It's Time For AHomeland Security? It's Time For ANational ConversationNational Conversation
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3. Brand FlexibilityThe world is changing faster than ever, and so is thesocial web. To top it off, hyper-connectivity willreach record levels with the growth of mobile deviceusage in 2013. Your brand needs to drive thechange, not just try to keep up with it. If your brandisn’t able to adapt, another brand will.
4. Brand ExperienceIn 2012, we started to see a significant shift to brandstorytelling and creating branded experiences. IfApple could do it, why can’t other brands? That lineof thinking brought us emotion-driven ads fromGoogle and slick copycat designs from Microsoft(e.g., the Microsoft Surface ads, Microsoft stores,and the Microsoft Store website). Every brandshould be creating brand experiences both in-person and online in 2013. If you’re not creatingthem already, you’re late.
5. Brand VisualizationIn 2012, the world witnessed the rapid growth ofsites like Pinterest and Instagram that brought thedemand for visual content to the forefront of digitalpublishing. Images didn’t just enhance contentanymore. In 2012, images were the content, andpeople loved it. Brands need to embrace visualcontent to tell their stories in 2012 just like theglobal audience has.
6. Brand Crowdsourcing2013 should be the year for all brands to leveragethe collective voice of brand advocates and turntheir content and conversations into marketingopportunities. Leaving the crowd untapped is one ofthe biggest mistakes brand marketers could make inthe coming 12 months.
7. Brands as SocialInfluencersConsumers expect brands to use their money and their reach for social,environmental, and economic good. Corporate social responsibility isimportant to every company, but brand marketing executives should makepositioning their brands as social influencers a strategic priority in 2013.
8. Brand DataBig data, research data, competitive analysis data, consumer data, and everyother type of data you can think of will be included in marketers’ goals for
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2013. Turning that data into actionable metrics and initiatives will be themore challenging step, and it’s one that all brand marketers should beconcerned with in the coming 12 months and beyond.
9. Brand BehaviorUsing the data collected throughout the year, brand marketers will need toleverage behavioral targeting, particularly to increase ROI for digital andmobile marketing campaigns.
10. Branded ContentIn 2012, we saw a proliferation of branded content that had little focus andlacked clear strategy. Brand marketers who develop focused content planswith clear objectives in 2013 will reap the rewards that content marketing candeliver for many years to come.
What do you think are the most important brand marketing trends,opportunities, or challenges that should dominate 2013?
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