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Two thirds of businesses are planning to integrate the two channels in 2009/10
48% have already formulated their strategy for achieving this.
Of marketers planning to increase budgets in 2009, 83% will increase spend in email marketing, followed by social media at 62% Strongmail/Zoomerng 2009 Marketing Trends Survey Convergence of Social Media and Email Marketing
Integration with social media accelerators allows them to leverage their most valuable asset,”the customer”, to expand the reach of their message and brand to the customer’s trusted network and communities.
Convergence of Social Media and Email Marketing
Emergence of Social Media has Created a Land Grab Between Agencies & Within Marketing Departments!
Source: June 2009 Strongmail/Zoomerang Survey Which Marketing Function Owns Social Media Within Your Organization?
The channel is valued, with customer service and brand building being most important.
“ For what reasons do you use social media?” Marketing Executives’ Attitudes to Social Media
Marketing Executives’ Attitudes to Social Media
Marketing Executives’ Attitudes to Social Media “ How will you fund increases in your company’s Interactive/Social marketing budget?” By shifting money away from Traditional marketing: Increase budget with no change to Traditional marketing: Increase budget for both Traditional and Interactive Marketing: We have no plans to increase our Interactive Marketing budget: 60% 15% 14% 7% Source: Forrester Interactive Marketing Forecast 2009-2014
Marketing Executives’ Attitudes to Social Media “ Which of the following Traditional marketing budgets will you decrease in order to fund increased Interactive/Social marketing?” Direct Mail: Newspapers: Magazines: Television: Yellow Pages: Outdoor: Radio: Telemarketing: None of the above: Other: 40% 35% 8% 3% 28% 12% 11% 9% 7% 3% Source: Forrester Interactive Marketing Forecast 2009-2014
Marketing Executives’ Attitudes to Social Media “ In the next three years, do you think marketing effectiveness will increase, stay the same, or decrease for each of the following?” Created Social Media: Online Video: SEO: Mobile Marketing: Paid Placement in Social media: Email Marketing: Direct Mail: Television: Magazines: Telemarketing: Radio: Source: Forrester Interactive Marketing Forecast 2009-2014 Increase Stay the same Decrease 80% 60% 20% 40%
“ Take one major global recession. Add slashed and gutted media and marketing budgets. Pour in a generous dose of traditional marketers groping for clients in a digital world. Finally, add social media marketing, for which both the cost and barrier-to-entry is near zero. Blend gently and presto -- social media carpetbaggers, in all flavors and colors of the rainbow.”
3 hours on community sites (13% of their time - up 63% on 2008)
11% of their time on eCommerce sites - down 19% on 2008)
Don’t Forget, Consumers Spend Twice As Much Time Online With Content Than Social Networks
The Ultimate Combination of Search and Social Networking Social Media, Meet Search Engine Marketing
The basic idea is that, if someone in your social circle has ever commented about the topic you are searching on, That content will appear on the first page of your search results. Imagine the impact of this on marketer and agency alike!
Aided by a flurry of acquisition activity, an influx of venture capital funding and growing brand adoption in the latter half of 2009, the year ahead will see mobile continue its shift toward the marketing mainstream. eMarketer.com Mobile Marketing: The New Frontier For Agencies
In January 2009 it projected m-commerce sales would reach $544 million this year, up 57% over 2008—impressive in its own right. But in late October, ABI upped its forecast, saying sales would top $750 million in 2009, a whopping 117% annual growth rate. M-commerce’s time has arrived, and it is an easy bet that sales in 2010 will pass the $1 billion mark. Mobile Marketing: The New Frontier For Agencies
eMarketer estimates that mobile ad spending will increase from $416 million in 2009, to $1.56 Billion by 2013, outpacing online ad-spending as a whole. While the overall complexity of the medium may make it appear daunting to agencies and marketers alike, overcoming these complexities can pay dividends.
Mobile marketing has an additive effect on other advertising and marketing efforts, and can bridge the gap between digital and traditional campaigns . It is also flexible, lending itself to both direct response and brand reinforcement campaigns .
(Source: eMarketer, June, 2009)
Why Mobile Marketing Is Such A Critical Opportunity
When Webtrends surveyed marketers worldwide about how to close the gap between data analysis and business action, their top answer was more knowledgeable staff. Data Analytics… Is There An Agency Out There Who Can Help Me?
While difficulty using analytics tools frustrates many marketers, they also recognize the need for more resources and expertise. Fully 72% of respondents to the Unica survey had no full-time worker devoted to analytics.
The Web Analytics Headache (Understanding and Integrating Data)
Social media has created a fundamental shift in the way we all communicate. In the process, we sometimes lose media, develop new media and in some cases see traditional media adapt to the new sociology and technology.
Branding as we know it, is for all intents and purposes dead. Now it’s all about “Brand Experience” or as Forrester describes it, “Brand Engagement”
Consumers are gravitating towards those media/channels that provide easy access to information, advice and recommendations, plus allow them to socialize and be entertained at the same time.
In the process, these consumers are building and refining their own trusted personal networks.
People targeted through a consumers social connections convert at 300 to 500% higher than those targeted through traditional media channels. Source: StrongMail Influencer Campaign Data 2008/2009 The New Era Of Person2Person Marketing
“ Reduction in the role of channel specialists. Today, interactive marketers want agencies to keep them ahead of the curve. But for most agencies, this means little more than just providing executional help in digital channels. As marketers seek interactivity, agencies that subsist will forgo their role as channel specialists and dedicate themselves instead to determining how to change the relationship marketers have with their end customers”. Source: Shar Van Boskirk, Forrester Research, Jan 12, 2010
Core skill sets will be Direct/CRM, Data/Analytics and Digital/Social.
Experts in understanding consumer habits and expectations in this new media environment.
Truly unbiased filter that prioritizes the media/channels and identifies the ones that will yield the greatest ROI.
Embrace techniques that cultivate genuine and open dialogue with customers, where brands quietly listen and learn, and then respond with new features, product innovations and content that better match the needs of the consumer.
Tools to help deploy, monitor and measure campaigns across all these new media channels.
Avoid the temptation to shout messages at consumers disrespectfully or target thousands of people multiple times (reach and frequency).
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
“ Companies deeply engaged in seven or more social channels (blogs, branded social websites, Facebook, Wikis, ratings and reviews etc.) significantly surpassed their peers in terms of both revenue and performance.”
Companies investing heavily in social media significantly surpass their peers in terms of revenue and performance! Source: Altimeter/Wetpoint, “Enggement db” July 2009 Person2Person Marketing Proof Of Concept
In recent weeks, a number of Fortune 100 companies have issued agency RFP’s that share a common purpose. They are all looking for a unique agency organization that can truly deliver what they refer to as “ I n tegrated Customer Relationship Marketing”.