Research and advisory firm, Forrester Research, has released a new report on marketing trends for 2013 which has found that businesses will have to make a few key changes over the next year to appease their consumer base.

The report, "2013 Interactive Marketing Predictions" was complied by Melissa Parrish, Nate Elliott, Anthony Mullen, Jim Nail, Joanna O’Connell, Shar vanBoskirk and Jennifer Wise. Predicted trends for 2013 are centered around cross-channel, omni- and multichannel marketing approaches, targeting and the challenges marketing will face when trying to adapt to these changes.

Marketing Can’t be a One Trick Pony

In order to be a successful in digital marketing, a company can’t merely create a fan page or social media account. They have to be constantly be connecting and engaging with customers, launching new campaigns and updating their social media content.

According to Forrester, by 2016 advertisers will spend US$ 77 billion on interactive marketing, the same amount they do for television advertisements now. Whereas, search marketing, display advertising, mobile marketing, email marketing and social media will take up by 26 percent of advertising budgets.

The company also found that at the end of 2012, the amount of people using the internet multiple times a day from different devices and locations was at 42 percent in the United States. These individuals, referred to as “ultra-connected person” or “the always addressable customer”, are people that a marketer can reach anytime and anywhere due to their accessibility. The amount of customers who fall into this category is growing, so marketers need to look their approach to multichannel usage, targeting, data and vendor relationships.

Cross-Channel, Omni-channel and Multichannel Marketing

In these interconnected types of marketing, companies will use a combination of channels, such as social media, email and SMS in order to connect with their audience. Although with the conclusion that more customers will be coming ‘ultra-connected’ over the next year, businesses have to change the way they use these mediums. 

By the end of 2013, we predict that nearly half of online adults globally will be always addressable, fueled by the increased adoption and utility of tablets, smartphones, and other,” the report says. “These customers demand personalized, relevant attention, designed around their needs and wants rather than around your marketing channels. If you don’t change the way you think about engaging these customers, you will quickly lose relevance."

Since people will be online more often, businesses can’t afford a delay or snag in communication and have to always be monitoring these channels and responding to customer concerns and questions.