Marketing Highlights 2011
With the start of the New Year just under our belt, it is impossible not to imagine what 2011 is going to bring. After coming across hundreds of blogs and articles predicting what 2011 will bring, we thought, why not combine what we have found, mix in a little bit of our own opinions, and boom- a quick update on what’s in store.
Mobile Marketing: Why not start off with a bang? It’s predicted that by Christmas 2011, 1 in 2 Americans will own a smartphone. So what does that mean? Apps, apps, apps, apps, apps, apps, and more apps. Applications for your smartphones, whether you have an iPhone, Droid, BlackBerry, Palm, or Evo, will do anything and everything for you. My personal favorite is my iBerry (I put the Apple logo sticker on the back of my BlackBerry and I magically have the best of both worlds). But seriously, creating an app for your business, whatever it may be, is going to give your consumers a better experience.
Email Marketing: I never wanted to believe my mother when she told me that less is more, and too much of a good thing is a bad thing. But she couldn’t be more right when it comes to emails (something she knows very little about). Companies are bombarding their consumers with emails, causing them to automatically delete them, or worse, marking them as spam. Know your objectives when it comes to email marketing. According to MarketingSherpa’s 2011 Email Marketing Benchmark Report, the most effective objective of email marketing is to increase website traffic. Coming in a close second is increasing brand awareness, and then increasing sales revenue. So email with a purpose. Value content over frequency, and cater your emails to the wants and needs of your target audience.
Groupon: After being created in 2008, this daily coupon emailing business was offered $5.3 billion dollar buyout (to be rejected). Companies are using Groupon to get their name out their and increase business through seemingly awesome discounts. Although Groupon makes a 50% profit on sales generated, and your company is most likely only going to break even from it, it can expand your customer base by bringing in new customers who can then turn into loyal ones.
Blogs/Twitter: You may be surprised that I am clumping these two together. But, the amount of blogs and twitter accounts is insane. But my question is- are the number of people reading or following more than the number of those writing and tweeting? Here’s some numbers I pulled off a blog about Twitter (ironic). In 2010, there was an average of 50 million tweets per day, which is approximately 600 tps (tweets per second). But this isn’t saying that blogging or tweeting about your company is a bad thing, because it definitely isn’t. The social media aspect to marketing is extremely important, it just can’t be the end all be all.
Facebook: Where would we be without it? Most likely spending more time with the people we know rather than looking through their pictures, but that’s just the personal side of Facebook. In terms of your business, why not? You can expand your fan base, increase website traffic, and communicate with your consumers. If someone “likes” your business page, then they are bound to look at it. So give them something to look at. People like incentives, contests, and free stuff. So provide your loyal followers with giveaways, early looks at new products, and interesting information. There are over 600 million possible people to “friend”.
Events: From trade shows to sales on Black Friday to release parties, there is a new trend in publicizing offline events- and that is through the internet. Use online tactics, such as creating an event on Facebook or E-vites to get people to go to whatever it is your hosting. And take it a step further. Provide information and videos so people can learn what to expect, give them a chance to network with other people going, and post archived materials after the event.
Websites: Although you may think the web is the greatest thing since sliced bread, it isn’t exactly what it used to be. Applications on your phone, Netflix, iTunes, email, Skype, and Xbox Live have all contributed to the decrease in the use of the browser. Basically what this means is that people don’t search the web as much anymore, because they already know where to go. Why go to MapQuest to find directions to have to print them out, when you could simply use the app on your phone with a GPS in case you make a wrong turn? Now don’t go deleting your company’s website and replacing it with an app, because ecommerce is still thriving. Just notice the trend, and adapt your marketing strategies likewise.
Youtube: From the HD official music videos you can only watch by first sitting through a 30 second commercial to the ad space on side of the website, there are many ways to market via this Youtube.
Pandora: In January of 2009, Pandora added commercials to their online radio. But, if you pay to upgrade, you don’t have to hear any commercials. It’s safe to say that almost everyone would rather hear a 15 second commercial every few songs rather than pay $36 a year, so Pandora advertising is going to be effective.
Google: From search engine optimization to just about anything else, Google’s marketing via search tactics are certainly here to stay.
Television: Because of DVR, people are now fast- forwarding through commercials. 33% of households in America have a DVR, and 56% of those fast forward. But, there is still hope, for meshing program and advertisements together will get that fast forwarder to press stop and watch commercials they normally wouldn’t. And a good commercial will always be recognized, just ask my friend Youtube.
Online Television: With people not having the luxury of having their evenings free to watch their favorite shows, many people are turning to websites to catch up on their latest shows or watch movies before they hit Netflix or OnDemand. Hulu, Fancast, and the websites of TV channels are posting their latest episodes online, with minimal commercial interruption. Not to mention that monthly internet bills can be significantly lower than your cable bill. Hulu is now allowing users to customize what kinds of commercials they watch and when they watch them.
Radio: From iPods to CD’s to cell phones, listening to the radio is not what it used to be. Not to mention how you can change the station during commercials. But don’t leave radio behind, try out on-air promotion and contests led by the DJ of the station in between songs.
Celebrity Endorsements: They are certainly not what they were five years ago. Popular celebrities are almost impossible to get, and come at such a high price. So try to find a celebrity before they become one- think reality TV and Youtube video stars. They are going to be much more affordable and cooperative.
Billboards: As long as we aren’t apparating from place to place (read Harry Potter if you don’t understand), than billboards are still great ways to reach people. Keep them short and simple- most people only see a billboard for 2 seconds or less.
Print Ads: It’s nice to have something to hold and read every once in awhile, especially if it is a coupon of some sort. Try linking them to the social media, simply putting the widely recognizable Facebook and Twitter logos on your ads could help increase traffic.
As you can see, there are endless ways to update traditional marketing strategies to fit into the ever-changing world. Combining old school strategies with new ones can give your company a great marketing mix to accomplish whatever goals you have in mind. We wish 2011 good luck , and hope that it can keep up with us!