Marketing Trends & Takeaways Recap 2011
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Marketing Trends & Takeaways Recap 2011

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This is a recap of Gold Lasso's Marketing Trends & Takeaways Blog for 2011. In addition to covering trends, there's a quick how to section.

This is a recap of Gold Lasso's Marketing Trends & Takeaways Blog for 2011. In addition to covering trends, there's a quick how to section.

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  • 1. Trends & Takeaways - 2011
  • 2. Selling  B-­‐to-­‐B?  Video  Will  Lead  The  Way   Developing  and  distribu1ng  video  is  easier  than   you  think.  •  Execs  have  different  expecta1ons  for  videos   depending  on  the  site  they’re  viewing  it  from.    •  Exes  primarily  seek  news  and  opinion  on   business  websites  and  YouTube  for   demonstra1ons  and  reviews.  •  47%  of  execu1ves  said  that  a  video  of  3  to  5   minutes  is  acceptable.   Read more… click here! Trends & Takeaways - 2011
  • 3. QR  Codes:  The  Bridge  Between  Offline  &  Online     Foster  a  total  customer  experience  by  linking   mobile  phones  to  real  life.  •  QR  codes  can  be  used  to  deliver   exclusive  coupons/offers  and   encourage  geo-­‐based  ac1vi1es.  •  Place  QR  code  within  another  medium,   like  a  television  ad.  •  To  make  your  code  unique,  consider   custom  colors  and/or  designs  instead  of   Read more… click here! the  generic  black  and  white.     Trends & Takeaways - 2011
  • 4. Weather  PersonalizaAon  is  GeCng  HoEer   Relevancy  created  by  1me-­‐sensi1ve   geographical  informa1on  is  invaluable.  •  Plan  ahead.  Create  content  that  speaks   to  the  unique  situa1ons  of  subscribers.   Predict  their  needs  based  on  possible   weather/seasonal  changes.  •  An  RSS  feed  of  weather  reports  will   create  urgency  for  “hot”  seasonal   Domino’s Pizza Uses This Strategy Successfully products  or  services.   Read more… click here! Trends & Takeaways - 2011
  • 5. The  Return  of  the  SubscripAon-­‐Based  Model   This  model  creates  emo1onal  value.  Foster  it   with  excellent  customer  service  and  value.    •  U1lize  blogs  and  social  media  sharing  to   get  the  word  out.  •  Create  a  buzz:  the  more  people  are   talking  about  your  products  and   interac1ng  with  you,  the  beVer.    •  There  is  an  audience  for  everything,  no   maVer  how  small  or  specific  the  niche.     Read more… click here! Trends & Takeaways - 2011
  • 6. Giving  Content  Development  High  Priority   Personalizing  your  marke1ng  messages  and   con1nuously  engaging  with  customers  is  key.  •  Send  out  a  survey.  Ask  people  at  signup  to   submit  topics  of  interest.  •  Offer  help.  One  great  way  to  influence   opinions  of  you  and  your  brand  is  to  offer   advice  on  topics  you  know  best.  Offer  video   tutorials  or  podcasts.  •  Involve.  Interview  industry  or  product   Read more… click here! experts  and  solicit  opinions.   Trends & Takeaways - 2011
  • 7. Marketers  Challenged  by  Consumers  PercepAon  of   SPAM     Complaints  affect  sender  reputa1on  and  degrade   deliverability.  Content  relevancy  will  prevent  this.  •  Periodic  list  cleansing  will  help  maintain   quality.  Only  email  to  people  who  want  to   hear  from  you.    •  Email  people  what  they  want.  Use   preference  pages  to  allow  subscribers  to   choose  what  theyd  like  to  receive.  •  Don’t  let  the  informa1on  you’ve  collected   Read more… click here! go  to  waste.  Customer  data  is  invaluable.   Trends & Takeaways - 2011
  • 8. All  Sizzle,  No  Steak?  Is  Social  CRM  just  a  myth?   Marketers  should  reconsider  social  CRM.  Is  there   any  substance  there?  Can  you  prove  an  ROI?  If  youre  s1ll  considering  using  social  CRM  to  push  marke1ng  programs,  ask  yourself  these  three  ques1ons:  1.  How  much  social  data  will  be  added   to  our  exis1ng  customer  profiles?  2.  Will  that  data  help  us  do  anything  from   a  marke1ng  standpoint?  3.  Is  our  business  large  enough  to   consistently  stay  on  top  of  it  all?   Read more… click here! Trends & Takeaways - 2011
  • 9. Cost  ShiVs  From  Channel  to  ProducAon   Automated  solu1ons  are  available  and  will   increase  efficiencies.  The  right  strategies  can  serve  as  a  model  for  all  marketers:  1.  Focus  on  the  Pain  Points  (such  as  low  click   through  rates).          2.  Develop  a  process  that’s  right  for  your  business,   your  industry  and  your  subscribers.      3.  Apply  automa1on  to  the  process  and  consider   data,  segmenta1on  and  content  development.   Read more… click here! Trends & Takeaways - 2011
  • 10. Marketers  Need  to  Close  CreaAvity-­‐Technology  Gap   Marketers  must  sharpen  technical  skills  and  evolve   in  order  to  move  ahead  and  stay  compe11ve.  1.  Consider  cross-­‐training  to  learn  new   skills  and  enhance  exper1se.    2.  Periodically  re-­‐evaluate  marke1ng   opera1ons  and  processes.    3.  Evaluate  every  type  of  marke1ng   soeware  used  by  your  company.  Unused   features  can  enhance  your  marke1ng   Read more… click here! tac1cs.   Trends & Takeaways - 2011
  • 11. Big  Banks  Push  Mobile  Payments   Mobile  purchases  are  now  quicker  and  more   convenient.  •  Wait.  Watch  the  trend  develop  and   keep  an  eye  on  the  players  involved  •  When  the  1me  comes,  test  with  low   1cket  items  first   Read more… click here! Trends & Takeaways - 2011
  • 12. Consumers  Demand  (&  Win)  In-­‐Box  Overhauls   Web  based  email  is  changing  and  will  increase   opportuni1es  for  marketers.  •  Authen1ca1on  features  that  prevent   phishing  will  increase  deliverability  and   benefit  the  email  community  as  a  whole.  •  Social  media  integra1on  tools  allow  for   addi1onal  interac1on.  •  Personalized  campaigns  will  help  create   trust  between  sender  and  subscriber.   Read more… click here! Trends & Takeaways - 2011
  • 13. Surveys  Gain  New  Momentum  from  Social  Media   Many  subscribers  who  are  unlikely  to  post   messages  on  a  social  media  page  will  s1ll  respond   to  a  survey  Useful  types  of  surveys  include:  •  Service  sa1sfac1on  feedback  •  Brand  awareness  including  compe1tor   products  •  Trends  analysis  –  favorite  green  products,   movie  genres,  etc.  •  News  opinion  polls  on  blogs  or  media  sites  •  Online  events  requiring  vo1ng   Read more… click here! Trends & Takeaways - 2011
  • 14. AutomaAon  Spurs  Demand  for  List  Purchases   Don’t  let  1me  pressures  fool  you  into  buying  an   email  list.  Build  your  list  the  right  way.  •  Conduct  periodic  incen1vized  referral   campaigns.    •  Include  an  opt-­‐in  form  on  your  Facebook   page  and  periodically  tweet  a  link  to  your   opt-­‐in  form.  •  U1lize  co-­‐registra1on.   Read more… click here! Trends & Takeaways - 2011
  • 15. The  Second  Wave  of  Social  Email  Is  Coming   Gmail  will  become  an  alterna1ve  social   messaging  plajorm.  Observe  your  Gmail  and  Google+  accounts  for  now.  In  the  future,  email  will  play  a  more  integrated  roll  in  the  social  media  experience.   Read more… click here! Trends & Takeaways - 2011
  • 16. Infographics:  Helping  Marketers  Cut  Through  The   CluEer   Visual  explana1ons  will  require  an  investment,   but  are  needed  now  more  than  ever.  •  Keep  it  simple.  •  Data  should  be  factual  and  sta1s1cal  •  Reference  your  facts  and  sta1s1cs  •  Keep  color  use  to  a  minimum  •  Make  conclusions  or  predic1ons   Read more… click here! Trends & Takeaways - 2011
  • 17. Smart  Marketers  Are  Leveraging  InteracAve  Games   Using  game  mechanics  engage  consumers  and   give  them  a  sense  of  accomplishment.  •  Have  an  objec1ve  •  Engineer  a  goal  path    •  Reward  •  Take  a  holis1c  view  •  Make  it  fun Read more… click here! Trends & Takeaways - 2011
  • 18. HTML  5  Gaining  Momentum  In  Mobile  &  Email     If  large-­‐scale  reach  is  the  goal  for  your  next   mobile  campaign,  then  HTML  5  is  the  best  bet.Incorpora1ng  video  on  a  sta1c  landing  page  is  preVy  straight  forward.  However,  including  HTML  5  in  an  email  for  video  display,  can  be  a  bit  trickier.  Always  remember  to  include  a  fallback  image  linked  to  a  landing  page  just  in  case  the  subscribers  email  client  doesn’t  support  HTML  5.     Read more… click here! Trends & Takeaways - 2011
  • 19. Marketers  Using  The  Social  Graph  In  Email   An  honest  social  sign-­‐on  process  will  lead  to  more   campaign  engagement.  Social  media  data  to  include  in  an  email  campaign:  1.  Birthday  celebra1ons  2.  Pos1ngs/likes  by  friends  3.  Check-­‐ins  from  friends  (great  for  bricks  and   mortar)  4.  Job  changes  (B2B  –  LinkedIn)  5.  Educa1onal/cer1fica1on  changes  (B2B  –   LinkedIn)   Read more… click here!6.  Title  changes  (B2B  –  LinkedIn)   Trends & Takeaways - 2011
  • 20. Facebook  FaAgue  SeCng  In   Social  media  is  becoming  more  of  a  u1lity  than  a   medium.  •  Realize  that  some  features  will  be   more  successful  than  others.  •  Familiarize  yourself  with  various   social  networks  APIs.  •  Consider  using  technologies  like  Ning   or  Joomla  to  create  your  own  social   network.   Read more… click here! Trends & Takeaways - 2011
  • 21. LocaAon  Based  Services-­‐We  want  It  Here  &  Now   Hyper  Local  is  Hot:  customers  are  interac1ng  with   LBS’s  daily  and  releasing  valuable  informa1on.    •  Look  into  plajorms  like  Yelp!  Who   offer  free  customizable  profiles.  •  In  the  future,  look  for  an   intermediary  applica1on  to  immerge   that  will  alert  users  of  current  deals   and  other  per1nent  informa1on   based  upon  GIS   Read more… click here! Trends & Takeaways - 2011
  • 22. Win  With  Deliverability:  How  To  Beat  The  Priority   Inbox   Marketers  will  have  to  give  their  customers   op1ons  in  order  to  avoid  bombarding  them.  •  Increase  relevancy  with  unique  and   informa1ve  content  and  targeted  offers    •  When  crea1ng  a  message  or  campaign,   ask  yourself  these  two  ques1ons:  1)   “What  can  I  as  a  marketer  teach  you   today  that  will  improve  our   rela1onship?”  2)  “What  offer  will  en1ce   you  to  buy?”   Read more… click here! Trends & Takeaways - 2011
  • 23. Chrome  Use  Rising.  Marketers  Choose  Rendering   Sides   It’s  1me  to  start  paying  aVen1on  to  Chrome  and   how  a  message  renders  within  it.  •  Marketers  cannot  con1nue  to  design  for   all  browsers.  They  will  need  to  get   specific  and  know  who  theyre  talking  to.    •  U1lize  web  analy1cs  tools  to  iden1fy   customer  trends  in  browser  usage.  •  Design  according  to  your  target   audiences’  behaviors. Read more… click here! Trends & Takeaways - 2011
  • 24. Marketers  Deluged  By  Data:  Strategy  Change  Is   Imminent.   Data  mining  and  analy1cs  are  becoming  more   important.  Integra1on  will  soon  be  necessary.  •  Harness  the  marke1ng  channel  that   generates  the  most  customer   interac1on.    •  Set  goals  for  what  data  you  would  like   to  gather  and  analyze.  •  U1lize  preference  pages  in  your  email   campaigns.   Read more… click here! Trends & Takeaways - 2011
  • 25. Advanced  SoluAons:  Lead  Choice  For  Email  Marketers   If  you  expect  an  excep1onal  return,  create  an   excep1onal  campaign.  Employ  a  comprehensive  and  sophis1cated  system  to  execute  your  email  marke1ng.  This  can  increase  produc1vity,  decrease  wasted  1me  spent  blindly  analyzing  data,  automate  any  number  of  ac1ons  so  that  customer  interac1on  is  up  to  the  minute  as  well  as  a  host  of  other  capabili1es.   Read more… click here! Trends & Takeaways - 2011
  • 26. Opt  In  vs  Opt  Out  Lists:  Is  the  gap  closing?   Don’t  be  misguided  by  unscrupulous  marketers.   List  purchasing  is  s1ll  not  ethical.  •  Steer  clear  from  purchased   lists.  •  Take  a  look  into  co-­‐registra1on.   For  it  to  be  effec1ve,  there   must  be  complete  transparency   between  adver1ser,  publisher,   and  subscriber.   Read more… click here! Trends & Takeaways - 2011
  • 27. Email  Metrics  Ease  MulA  Channel  IntegraAon   Email  is  the  easiest  online  medium  to  integrate   with  that  doesn’t  require  technology.  •  Quality  email  marke1ng  can  help  solve   the  problem  of  discerning  offline   customer  origina1on  as  well  as   detailed  tracking.    •  Crea1ng  emails  to  supplement  other   mediums  will  increase  the   effec1veness  of  the  marke1ng   campaign  as  a  whole.     Read more… click here! Trends & Takeaways - 2011
  • 28. Trends & Takeaways is written and produced by Gold LassoAbout Gold LassoGold Lasso is a provider of sophisticated multi-channel marketing technologies andservices that help companies easily interact with their customers in a more relevant andpersonalized way. In an ever-changing marketing environment, long-term client success isour mission, therefore we provide every client with a dedicated and knowledgeableAccount Manager who delivers strategic guidance.As a continuous developer of innovative features, Gold Lasso is greatly attuned to marketshifts and client needs. We make multi-channel marketing success cost effective and easyby providing an all-inclusive feature set scalable for clients to grow their marketing withouthaving to migrate to more expensive systems. Some of these features include an intuitiveand user-friendly interface, in-depth metrics and reporting, campaign automation and arobust API for easy integration. Gold Lasso is truly a complete system designed forclients to achieve a maximum ROI from their email, mobile and Web marketing efforts. © Gold Lasso Ÿ 25B Chestnut Street Gaithersburg, MD 20877 Ÿ Phone (301) 990-9857 Ÿ www.GoldLasso.com Trends & Takeaways - 2011