posted on January 15, 2013 |
Deloitte claims 80%+ prediction accuracy on their 2012 predictions. Now that they’ve set our expectations, here are the main points for engineering marketers from their predictions for 2013:
1. The PC isn’t dead. Even though tablets and smartphones are outselling PCs, sales of PCs are still rising, albeit slowly. Mobile devices are primarily used to consume content, not create it. People still use a keyboard and mouse when they need to enter data or create content. So they will still use PCs at work.
What that means for engineering marketers is that PC-friendly ad formats will still work in 2013, and that you can target engineers in their off-hours by creating mobile-friendly content such as videos and blogs.
2. The wireless spectrum is getting overloaded, leading to slower mobile response times, especially in dense urban areas. This is a hard problem to solve, so expect mobile data-plan prices to rise.
Coupled with point 1 above, slower mobile access will reinforce the idea that engineering marketers can use PC-friendly messaging approaches (banners, email, informational blogs and white papers) during the day and reach engineers on the go with mobile-friendly formats (email, blogs, video).
You can see the slide deck at: http://www.slideshare.net/DeloitteCanada/deloitte-tmt-predictions-2013