Posted on January 29, 2012
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Posted on January 27, 2012
For a business to succeed, the products, services, and messages that marketers are sending to consumers must fit upcoming trends to guarantee that marketing strategies meet what the consumers are interested in.
According to a forecast done by JWT Intelligence, a marketing and communications consulting firm, upcoming trends will be determined by different factors like advancing technology, the idea of shared responsibility, and the economic situation. If marketers consider these in their coming efforts to gain and appeal to consumers, they have a higher chance of keeping up with consumer needs.
Through the efforts of JWT in determining trends in the coming year, here are some of the changes in marketing, communication, and connection that marketers are going to see next year.
More Accessible Products and Services - due to the economic situation, marketers must find a way to make their products more economic-friendly. Consumers are faced with budgeting their money, but you still want them to purchase your goods. Try to reinvent products that will be inexpensive to consumers. Businesses can try to repack their products in smaller containers and sell them at a lower price, rather than offer bigger ones that may take them off budget.
Live a Little - consumers are more restrained now when it comes to purchasing products and services, but they are also found to willingly spend a little on things that will make them feel that they are not missing out on life. Marketers can take advantage of this by sending marketing messages on how consumers can still enjoy the pleasures of life with your product and services.
New Generation Business Owners - there are a lot of young entrepreneurs these days. Marketers need to create marketing and communication strategies that will appeal to these entrepreneurs.
Shared Value - due to cultural shifts and the rise of shared value, marketers must look into building their brands by establishing partnerships with local non-profit causes. This strategy will benefit the business through exposure and good cause, and at the same time benefits customers and the society.
Eco-Friendly Foods - consumers are becoming aware of the environmental impacts of food choices. Marketers can include in their marketing message about how their brand is helping the environment, in any way, in terms of producing goods. Consumers will be more inclined to go for products that are eco-friendly in the coming year. Read More...
Posted on January 26, 2012
The New Year is upon us. And just like every other time we turn the page on the calendar year, it's time to look back on what just happened so we can anticipate what's going to happen. Here are five things to keep in mind for 2012:
1) The point of sale is changing. Instead of spending time in stores, many customers are taking their business online. Reports from Black Friday 2011 even mentioned customers who changed their minds and purchased from a competing store while physically standing in a checkout line to buy the exact same item.
Ah... the power of Internet access. And this trend will only continue for both B2C and B2B, so it's vital to make sure your web presence is as polished as it can possibly be.
2) Even if the economy drastically improves, budgets will remain tight. Business owners will continue to scrutinize every dollar spent for maximum return on investment. And hiring will most likely remain stagnant.
Make sure you're getting the most out of your employees by maximizing their efficiency. Utilize internal communications to maintain your human resources, and take advantage of contract employees when they can deliver ROI that your full-time staff cannot.
3) Target audiences are shrinking. As more and more businesses take advantage of web traffic analytics, they will focus on smaller, more precise segments of their target audiences. Social media advertising is also allowing marketers to narrow audiences by demographics, location, and other identifying factors.
Regardless of how small a target audience becomes, it is just as important to think about what motivates them, devise a plan to influence them, and then execute the plan.
4) Build relationships. Ironically, in times when we're more and more isolated from each other because of relationships maintained via social media, email, and Skype, the notion of personal, face-to-face interaction holds even more potential. And when we can't personally meet with all of our customers, it's important to develop a relationship with our branding and our marketing collateral.
People like businesses that are personable and have nice stories. Make sure you're effective when you communicate yours.
5) Information is king. Content marketing will continue to grow as a meaningful and effective way for businesses to become thought leaders, and ultimately increase profits. Companies are continuing to move away from the traditional sales pitch in favor of providing relevant information. And with social media marketing also continuing to increase, people will need valuable content to share.