Marketing: What s in Store for 2012?

Transcription

1 Marketing: What s in Store for 2012? Industry experts share their predictions on how marketing will change in the coming year

2 Chad Rueffert President Braintree Marketing, Inc. The ever-growing inbox is becoming more obtrusive. It may cause some marketers to seek out traditional marketing methods. Recent studies have shown that consumers find traditional direct mail far less intrusive than unsolicited s. Chad is the president of Braintree Marketing, Inc., and the author of more than 50 published articles on marketing, advertising, and public relations. He is also the creator of the From Your Friends Relationship Marketing program for real estate professionals. Marketers who want to stay ahead of the trend will begin to scale back reliance on marketing and return to less intrusive direct mail options. 2

3 Simon Tam The Slants, LLC Director of Marketing I believe that s are going to aim for higher levels of engagement. Simon is founder of The Slants. His unique approach to marketing has resulted in features on NPR s All Things Considered, the American Express Business OPEN, the front page of the Oregonian, ELLE Magazine (Spain), and over 1200 websites, magazines, radio shows, and TV shows. Higher levels of engagement include a direct action such as clicking on a link, more questions that elicit a response, etc. With more sophisticated algorithms in social media, search engines, and filters, companies are going to strive to get past the spam filter the area where the audience automatically tunes them out. 3

4 John Schulte Small Business Consultant and Direct Marketing Strategies My prediction is, as more and more spam fills people s boxes response rates will drop. even for in-house lists. Therefore, marketers will look for a less cluttered medium of contact that produces a better response and ROI. John is a 30-year veteran of advertising, marketing, publicity, promotions, and sales. He is an internationally recognized expert in the areas of mail order, direct mail, cataloging, and overall direct marketing. They will head back to using direct mail and space ads in magazines; especially BtoB. 4

5 Adam Dudley LocationLibrated.com Co-Founder More online businesses will begin to mistakenly over rely on social media Adam is a co-founder of the Location Liberated blog, and cocreator of the Getting Free Manifesto, The Free Spirit's Guide to Long-term Travel, Location Liberated University, and the Free Spirits Club and Forum. and neglect the relationship building power of marketing. Those that know how to use marketing in a sophisticated manner will continue to reap the benefits, while those that don t will miss out. 5

6 Andrew Schrage Money Crashers Even with the rise of communication through social media, remains a highly effective form of online marketing. Andrew is a graduate of Brown University, and originally from Boston but currently living in Chicago. Money Crashers is a community where people can share ideas, help each other, and grow financially together. I foresee many users going back to their inboxes to read about and stay informed on what they truly care about. Because of this trend, it s extremely important to keep marketing messages relevant, targeted, and personalized when appropriate. Overall, I think that marketing will continue to be very strong in 2012 and can be used most effectively when teamed up with social media channels and mobile marketing. 6

7 LisaMarie Dias LisaMarie Designs Owner I think people should create shorter, more focused mailings. This is more of a recommendation than a prediction. People should also be more careful about who they are sending to. LisaMarie helps business owners create an effective online marketing presence. Specializing in e-newsletter start-up and introductions to social media, she also offers online webinars and live presentations on how to use e-newsletters and social media to grow a business. Rather than sending one thing to their entire list, I suggest that they segment their list and create their mailing according to each group s interests. More work, yes, but also more effective. 7

8 Tyler Garns Infusionsoft Director of Marketing will get more mobile. Tyler is a recognized thought leader on Internet marketing and speaks to audiences across the country on lead generation, marketing, and sales and marketing automation. He has presented at MarketingProfs BtoB Forum, The Small Biz Technology Five-City Tour, Inbound Marketing Summit and more. According to a report released by Experian Marketing Services, 52% of consumers access via their smartphones. That means needs to continue to be more mobile. No more will the having trouble reading this link appease readers. Readers will demand that is legible natively on their mobile devices. Another technology that could evolve into the space is QR codes. The use of QR codes has increased 214% since the beginning of I think we ll see it become more commonplace in

9 Justice Mitchell Starmark.com VP Interactive & Social Creative Director The biggest change that you ll see from a small business standpoint is businesses taking over their marketing. Businesses will bring their and social deployment engagement in-house and not outsource it. Smart businesses will see their as not an all-inclusive messaging tool but simply the doorway into your social channels, creating a larger, more dedicated conversation. Justice is a creative executive with a proven background in advertising/digital/social communication industries. He is a public speaker, social community director, and an active user/strategist of the latest social media and communication technologies. s should tell a story, even if it s a consumer offer, then advocate that the end-user clicks through to other calls to action. The modern day marketer needs to concern themselves with not simply, what to say, but where to say it. 9

10 Raj Khera MailerMailer LLC CEO & Co-Founder Companies will be focused on earning trust through relevant, useful content in their messages. Raj is a co-founder of MailerMailer, a leading list management service that enables customers to create and track marketing newsletters. He also runs MoreBusiness.com, an educational portal for small business owners and entrepreneurs. More companies will leverage educational content in their marketing efforts. This will increase reader retention and promote the company as a thought leader. The end result will be more loyal and responsive customers. 10

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