Corporate Eye

Reviewing 2013 Brand Marketing Trends Six Months into the Year

calendar with glassesWe’re at the halfway point of 2013 and with six months behind us, it’s time to review 2013 marketing trends to see how far we’ve come. In December 2012, I published a list of five brand marketing trends that would shape marketing strategy for the next twelve months. Those trends focused on big data, behavioral targeting, mobile marketing, social media marketing budgets, and the growth multiple screens. Let’s take a closer look at each.

1. Big Data

In December 2012, I stated that big data would continue to be a big buzz topic in 2012, and that has certainly been the case. I also mentioned that the biggest problem is figuring out how to use that data, and unfortunately, we haven’t made a great deal of progress in learning how to analyze data to harness its power for marketing purposes. IBM released a list of tips to better use all of that data, but most brand marketers continue to struggle. At the same time, marketing executives demand better data to calculate marketing ROI. I stated that data should be a brand marketing priority in 2013, and I stand by that statement.

2. Behavioral Targeting

In my December 2012 trend analysis for the new year, I explained that behavioral targeting would be a primary focus for brand marketers in 2013. The growth in advertising opportunities that offer behavioral targeting, including Facebook, cements this trend into the marketing landscape in 2013 and beyond. Companies that are sitting on massive amounts of behavioral data are starting to monetize it by making it available to advertisers. For example, eBay opened the doors to its customer data to advertisers in April for retargeting campaigns. You can expect to see the retargeting trend get even hotter in the coming months.

3. Mobile Marketing

There is no denying that mobile marketing is no longer just a marketing trend. It’s a cornerstone of any marketing campaign, and it will remain so as more and more consumers use mobile devices during purchase decisions. So far in 2013, CPG mobile advertising spending has tripled, and eight out of 10 brands will increase their mobile ad spending this year.

4. Social Media Marketing Budgets

In April, the value of a Facebook Like to brands was measured at $174. However, according to the State of the Social Media Marketing Industry 2013 report, many marketers still question the effectiveness of Facebook, LinkedIn, and other social media sites. While many brands are increasing their social media marketing budgets in 2013, there is certainly room for additional growth in spending.

5. Multiple Screens

The growth of simultaneous multi-platform and multiple screen media viewing and content consumption leads to more media consumption overall. That’s according to research by NBC and comScore released in April, which found that the multi-screen trend doesn’t cannibalize content consumption or exposure to ads and brand messaging. Instead, multiple screens enhances and increases content consumption and leads to more opportunities for brands to get in front of consumers. The multiple screen trend presents an opportunity for brands to develop integrated multi-platform strategies to extend their reach. This is a trend that is still in its early stages and will continue to grow in importance in the latter half of 2013.

What do you think of the 2013 brand marketing trends? Share your predictions for the second half of the year in the comments below.

Image: Maxime Perron Caissy via stock.xchng

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.