Monday, January 18, 2010

Marketing Predictions for the 2010

Marketing Predictions for the 201o

I'm not psychic but I've made some marketing predictions I think you will not only find interesting, but you'll want to be aware of. I am a student of marketing and a plethora books of marketing that i have read and a special marketing wisdom I got from Sir Manan , had made me good enough to predict it.

Out With the Old

In the year 2000 we were dabbling in interactive and online marketing, but our feet were still planted in the traditional ways of getting our marketing message out to consumers. As I said, marketing is changing, and marketing trends that will decrease substantially or phase out completely include the following:

Yellow Pages
Yellow Pages continue to lose effectiveness when it comes to reaching customers. We no longer reach for the Yellow Pages when we are looking for a product or service. Instead, we grab our keyboards and do a search. We are information seekers and the Yellow Pages fail to give us all the information that we desire. An address and telephone number coupled with a graphical ad are no longer enough, and therefore, we go online.

Catalog Marketing
When was the last time you thumbed through a catalog before tossing it into the trash can? I remember my mother would keep catalogs and put them into the cabinet for us to peruse when we were bored. That's no longer the case. When we are ready to buy we go online to find information about the product and to read reviews from other consumers. Catalogs do not provide us with the in-depth information we, as consumers, seek. This reason doesn't even take into account that we are becoming an environmentally conscious society that no longer wants the waste when we can use other means to find the information we need immediately.

Direct-Mail Pieces
It's true many companies still swear by direct-mail pieces, but if you are sending out a solo direct-mail piece and you are not integrating it with an online or drip campaign – it spells failure. We've been bombarded with direct-mail advertisements and marketing pieces, and truth be told, we, as consumers, are sick of them. You fill up our mailbox and we continually have to sort through our mail to find what we deem important. This just makes more work for us and frustrates us. We are over it and will only toss those direct-mail pieces into the trash unless you do something extraordinary that gets our attention. However, when companies do that the campaign is often no longer cost-effective.

Oh, wow, don't even get me started. When was the last time you heard of a telemarketing campaign actually working? We don't want you to call us unless we've given you permission. You are interrupting our family time and you even sometimes interrupt our dinner. You start off with scripts that make you sound like a robot, and it really ticks us off that we got up to answer the phone only to be greeted by another telemarketer. We hate these calls so much that there are tools to block you or at least screen you from getting to us. The majority of consumers don't even answer numbers that they don't know – see what you've done? Telemarketing is no longer effective.

I don't think print and television will ever completely go away – that's not my point in listing them. I'm listing them because I think the money that companies spend on these marketing methods will decrease and be redirected to marketing activities that provide real-time statistics and real-time results. I believe that in the next decade you will begin to see print and television integrated more with online marketing campaigns and they will work to drive the consumers online to purchase, request information or contact the company. We've already begun to see this with major brands today.
In With the New

How will marketing change in the upcoming decade? We will see marketing continue to move from one-way marketing methods to two-way communication with consumers. Businesses will begin to see that the only marketing that truly works with consumers is relationship marketing and really taking the time to listen to what they want and what they desire. For businesses in the next decade, it will become increasingly important to monitor their brands and reputations online and to be aware of what's being said as well as do any damage control and address any issues that arise in a timely if not immediate fashion. Businesses can no longer hide behind the four walls; it's not enough to broadcast anymore. In order to succeed with your marketing it will be necessary to interact, engage and create relationships to grow your business and create an effective marketing strategy in the next decade.

What can you expect to see in the next decade? I'm glad you asked. A few of the methods I mention will be familiar to you, but others may leave you shaking your head and wondering why I've chosen them as the marketing methods that will help grow your business in the upcoming decade. As you read my explanations, I think each one will offer you clarity as well as justify to you why I believe it will be effective in 2010 and beyond.

Marketing methods that are talking hold and will increase over the next decade include:

Social Media Marketing (Facebook, Twitter, YouTube)
This is no surprise; at least, if you read my articles it shouldn't be. We have seen millions gravitate to social media. People are interacting and engaging daily with other individuals as well as with businesses. This will not slow down. Change? Perhaps. I do believe over the next decade you will see change in the social media marketing platforms as well as the social media networking sites that are used. It's important to realize that when using social media in your marketing strategy you remember it's about interaction, not just about broadcasting. You need to create a social media marketing strategy that engages and cultivates relationships as well as solves any problems or issues that come up.

Mobile Marketing
We hear a lot about mobile marketing, but the truth is we are just starting. Mobile marketing will become a great marketing vehicle for many businesses. Businesses will begin to use mobile marketing to serve up advertisements, appointment reminders and invitations, as well as to create applications that not only entertain but also build brand awareness. Don't underestimate this vehicle; it's one you want to keep your eye on and to ask yourself whether there are ways that you can get involved. I will tell you that mobile marketing, in order for it to be effective, will need to be permission based. Don't start spamming cell phone numbers; this will only get you in trouble and create a bad taste in the mouths of consumers.

Real-Time Search Marketing
We've recently seen the effects of real-time search with the integration of Twitter feeds into Google search engine results. This is just the beginning. There will come a time when search engine results will harvest all social networking site feeds, and when that happens you better hope that consumers only have good things to say about you and your brand. Don't overlook search engine marketing in the next decade because real-time search has just put your brand into the hands of consumers and it's better to be aware of what's being said rather than to claim ignorance.

Loyalty Marketing
We've heard of loyalty marketing before, but in the next decade I believe you will begin to see an increase in this type of marketing. Businesses are looking to create loyalty from their consumers. This not only rewards the consumers, but it also keeps them dedicated to your business and the services or products that you offer. A loyalty program can show consumers how important they are to your business. It can also show them how appreciative you are of them; this can help you to create a customer for life. Customers want to know they matter to you and your staff, and a loyalty program reinforces that fact.

Do you notice a commonality in the marketing methods that will be increasing? They are marketing methods that allow two-way communication from business to consumer and from consumer to business. They are about creating and cultivating relationships. It's no longer enough to broadcast your marketing message. Consumers are over-stimulated with marketing messages, so much so that they often don't even see your message. You are not only going to have to work harder, but work smarter to get the attention of consumers in the next decade. More important, once you have their attention you need to work on creating a relationship with them. Relationships will be key when it comes to marketing in the next decade, and this eventually leads to succeeding in business.