Ten Marketing Trends for 2012

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Kenyon Blunt, SIGMA CEO, shares his ten marketing trends to watch in 2012. He touches on everything from touchpoint attribution to the death of email marketing, and much in between.

What trends will you watch for marketing this year that you might add to Kenyon's top ten?

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Ten Marketing Trends for 2012

  1. 1. Things change… …including the way we need to look at marketing.Here are 10 MarketingTrends to think about…
  2. 2. Trend #1:The customer is still king. This one is left off many of the lists out there today. As good marketers, we should remember the customer is, after all, still behind all of the following nine marketing trends. I am the customer I want… We have to get rid of our “campaign” what I want, mentality and learn to think about when I want it. engaging customers with meaningful dialogue and deliver relevant content, and do all of this in a timely fashion.
  3. 3. Trend #2: Big Data is getting Bigger.The line between technology companies (big data) and marketing continuesto blur. We have all heard that the amount of digital data is doubling everytwo years.What is important is looking at the customer interactions over time. It doesnot have to be just big technology companies that can harness the data anduse it for marketing.New technologies and cloud computing have opened up all sorts ofpossibilities for smaller marketers as well.
  4. 4. Trend #3: SoLoMo: a new and powerful combination.Are we being overly inventive by getting social, local and mobile combined in onetrend? Google’s Matt Cutts coined this term but it’s probably better explained by a recentexample on Black Friday of this year. The New York Times reported that advertisers luredcustomers away and stole competitor sales while they were waiting on line to make apurchase – an awesome combination of social, local and mobile all being used together.
  5. 5. Trend #4:Cloud computing helps marketers too. Cloud computing helps marketers by giving us more accessibility to new technologies, reducing costs of marketing infrastructure (like servers and storage), easier scalability and low barriers to entry, which enables a more uniform playing field.
  6. 6. Trend #5:Show me the money. Dave Frankland from Forrester Research recently called the tight budgets we’re seeing “post-recession austerity.” This trend should continue in 2012 as marketers face tight budgets and increased demand to show ROI. That’s especially true with emerging media like social, which has matured and now needs to be evaluated for return on investment just like other channels.
  7. 7. Trend #6:Email’s death is greatly exaggerated. Spam filters and the threat of an opt-out registry haven’t dampened the growth of email. In a recent interactive marketing forecast, Forrester predicted that email spending will continue to grow by 10% during the next several years, but marketers will focus the campaigns more using analytics. B2B companies echo this forecast as we continue to see more dollars earmarked for email and lead generating programs.
  8. 8. Trend #7: The world has gone app crazy.The proliferation of smart phonesand tablets has made us go appcrazy. And it’s not just applicationslike Facebook, Twitter and AngryBirds; people are using them forbusiness applications. For example,the app Evernote was used to storeclipped data and emails in order towrite bring this content together.George Colony, the CEO of Forrester,recently proclaimed that theinternet was dead and thatapplications are taking over.
  9. 9. Trend #8:Attribution is the holy grail of marketing. Was it a leap last year to include touchpoint attribution as a top marketing trend in 2011? When explained to marketers that attributing success to the right channel or channels is key to effective use of marketing dollars (especially with more and more multichannel campaigns), their eyes light up and the quest for more information on attribution begins. In a recent study by Unica, marketers said their top two priorities are “turning data into actions” and “attributing success to marketing.”
  10. 10. Trend #9:Content marketing takes off.We’ve known that relevant content has always been importantto drive web traffic, but blogs, case studies and white papersare now being considered an important part of the marketingmix.As social media matures, marketers will need to provide visitors toFacebook or Twitter with meaningful content to get fans to return.
  11. 11. Trend #10: Right touching – right time multichannel marketingThis is a bit complicated to explain in a cursory fashion, butconversations and customer interactions that are takingplace in social media are being harvested by social listeningplatforms.These dialogues are being turned into campaigns that drivethe right offer to the right buyer at the right time. Soundssimple, huh?
  12. 12. While these trendsmay or may not bearound next year, Ican assure you thatthe changes we’ll seein 2012 will make ourlives as marketersvery exciting.
  13. 13. Contact Us: 888-277-9837 Web: sigmamarketing.comBlog: FifthGearAnalytics.com facebook.com/SIGMA.Mktg @SIGMA_MktgGrp

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