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Well… another year has passed and I’m here again thinking ‘what does 2012 hold for marketing’, then I thought, what idiotic assumptions did I make last year?
A number of things happened in 2010 that set the stage for an explosion of mobile marketing in 2011. Apple’s iPhone, Google’s introduction of Android, and Apple’s launch of the iPad means that smartphone adoption has escalated. Mobile messaging SMS, mobile email, mobile websites and mobile applications will become viable channels for marketers.
I think I was a little over enthusiastic about Mobile marketing exploding! But there is no denying that we are quickly becoming a world of smartphones (iPhone, Android, Blackberry) and Tablet (iPad) users. This is changing the way we access our information and how we do business. So I’m going to stick with my prediction, and for 2012 I’ll go even further and say Mobile Marketing will really take off in Local Based Marketing in the UK.
2010 was the year social media exploded onto the marketing scene. In 2011, it will evolve from experimental campaigns to social tactics that are fully integrated into the overall marketing strategy. The social media marketing process will become a never-ending cycle of research, planning, engagement and measurement.
Well.. again, it didn’t explode, but it did mature. You have to agree that Social Media Marketing has turned out to be a major hit in 2011. I think we’ll see even more businesses engaging with customers on social networks and hopefully with a proper strategy.
How, and if, Social Media can produce a return on investment is the most hotly debated topic. I personally think businesses need to stop trying to do social, just be social – talk, socialise and inform, is the route to success.
Customers now engage directly with one another often before they engage with a company, which makes it all the more important to keep customers engaged with your company via different touch points like the website, social media, email marketing and direct mail. You should be using the right channel, message and experience to capture the attention of your target market.
Multi channel marketing will continue to increase as more channels are in the marketer’s toolbox. Measuring these touches is important but selecting the right ones in the first place will get more attention.
OK, my buzz words where a bit mixed, but Multi Channel Engagement and Content Marketing (especially Video) are definitely the buzz words for 2012. Marketing across numerous channels is more important than ever in 2012, especially as we are constantly consuming information through a variety of channels from Blogs to Websites, Youtube to Twitter, Email to Webinars and whether we realise it or not our customers are too. If you want proof just type ‘ipad’ into Google and consider the different channels.
My predictions are Video Marketing will grow and grow. Website, Blogs and Articles will be a top priority to marketers in 2012 and social will spread the word.
With Google facing strong competition from Bing, Baidu and Yandex and social sites like Twitter and Facebook the task of getting your business on the first page of search results has become much more complex. Also, with video, mobile search and geo-location search playing such a big role in 2010, this year is sure to be full of challenges and surprises for marketers.
“ This year is sure to be full of challenges and surprises for marketers” – I didn’t realise how much of a surprise or challenge it was going to be. Google certainly rocked the SEO industry this year, rolling out various Panda algorithm updates and with Personalised Search becoming more of a reality these have certainly had a major effect on website ranking positions (SERPs).
For 2012 Content will become King across all channels from Video to News. Businesses that provide high quality regular content will certainly dominate the ranks. Social Mentions, Google Places Profiles, Reviews, Yelp, Yell, Youtube, and a Mobile ready website will also increase your Google traffic.
Other trends to watch out for this year:
I’d love to hear some of your predictions for 2012 and where your marketing budget will be spent.
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