2009: Changes the Face of Media
Image by Rob Cocker
Trend Predictions
03.05.2009
The rise of Web 2.0, combined with new priorities for marketers, has resulted in a profound shift in the way marketing is done. Advertisers continue to use online marketing to get a better ROI for their campaigns - especially as the cost-per-thousand of online mediums continues to decrease. Advertisers are now focusing on marketing campaigns that engage the user by providing additional benefits through added video, mobile and social media elements.
Because of these new tactics, marketers have become more aware of how powerful social media can be in influencing and enhancing customer satisfaction. In addition, social media can increase conversions, retention rates and the building of brand awareness. Rather than the traditional marketing model of relying on demographic-based outreach, marketers are now focusing on consumer behaviors as a way of reaching a tightly-defined niche market. Social networks and social media promotion provide marketers and advertisers with powerful tools to offer more personalized solutions that emphasize product appropriateness, as well as build brand loyalty and awareness of quality.
Principals from companies including American Express, Eastman Kodak, IBM and Siemens will all be using these strategies to drive marketing efforts in 2009's tough economy. As Motorola global marketing and communications VP Eduardo Conrado said at the BtoB's Best Luncheon on top trends for 2009, "We will be increasing interactive, coupled with strong analytics for database marketing and better segmentation."
To engage consumers more effectively, it is imperative to use proper analytics to better understand data and consumer behavior. According to Gartner Research, the need for advertisers to improve the effectiveness and measurability of their advertising spending will become more acute in 2009. It is essential to learn how visitors locate, interact with and even leave your site. Analytics has thus evolved into marketing performance management - giving a consistent measure to any marketing campaign's effectiveness. As 2009 marketing budgets are being finalized, ensure proper analytics tools are in place. These metrics will allow companies to make informed, relevant decisions that not only show quality, but also engage customers.
