Some Trends to Watch in Digital Media

The twin forces of mobile and social are creating changes across the board for online businesses.  While it can appear overwhelming, there are opportunities if we grasp the trends and develop plans to position us “on the wave.” Here are five interesting trends that will continue to grow and, as a result, change things in ways that cause us to further adapt as the digital world speeds on.

We are all simultaneously creating, being disrupted by and exploiting an incredible array of changes in the way our digital world works. While these shifts can sometimes seem overwhelming because they are proliferating and accelerating so fast, their broad themes can be simplified to help us understand their underlying meaning.

1. Multi-Screen Proliferation
2. Advertising Precision
3. Accelerating Automation
4. Interruptive to Native
5. Static to Real-Time

Read full article: http://linkd.in/18e9HAo

A 2012 Business Resolution Worth Keeping

You’re in business, right? Start the new year with a business resolution to obey “The 10 Commandments of Modern Marketing.” An excellent study — if you only read the subheads you’ll learn a lot: http://bit.ly/cTbc0s

… why not start the year with 10 commandments for marketing — resolutions to do marketing right; that is, marketing that takes into account how the modern landscape and modern consumers have changed.

Marketing: Toto, We’re Not In Kansas Any More

Just how much has marketing and communication changed? Check out this short video for an eye-opening answer: http://bit.ly/9pWIV4

Engaging Customers

The Web offers so many ways to engage people, so long as you’re putting the right content in front of the right people. Yet, the sheer diversity and quantity of engagement opportunities is far greater on Websites than anywhere else. Why does this matter for marketers?

Today, marketers must focus not just on reach but on engagement — high-value brand interactions — and of course, actual leads and sales. Think of it this way: there are banner impressions and then there are lasting impressions. Engagement helps brands make lasting impressions with target audiences.

Web marketers, do you have an Engagement plan? Here are 10 good ideas to help you engage customers: http://bit.ly/aZ8pzP

Email Marketing Tips

Are you using email in your marketing mix? Email may not be the darling child of today’s marketers, what with Facebook, Twitter, et al getting all the press. But the fact is people still use email everyday, and if they subscribe (that is, opt-in) to receive your messages, email is still a very effective tool to acquire and serve customers. Of course, there are techniques and best practices that can help you get max results, which is where the ClickZ article below comes in. Start shaping up your email efforts and you’ll start getting better results (and then we can start talking about social media again … :)

Check out “7 Ways to Increase and Retain Newsletter Subscribers” Very useful: http://lnkd.in/iXWbzm

Web Marketing, Free Studies

Here’s a company that offers great, free e-marketing webinars based on their extensive online research. Lots of good information along with a very interesting marketing philosophy will help you keep up-to-date with the ever-shifting world of online marketing strategies. I offer a link and some examples below:

http://www.marketingexperiments.com/web-clinic/index.html

Maximize your Agency ROI: How adding science to the creative process reveals a 26% gain

Clarity Trumps Persuasion: How changing the first seven seconds of user experience drove a 201% gain

Optimize your Email in Three Steps – How one marketer tripled revenue from their house list

Six Key Customer Characteristics

In a world where everyone is hyper-connected and hyper-committed I thought this summary of the modern customer’s mindset really hit the mark:

1. Customers only buy two things: solutions to problems and good feelings. The first step in creating value is to identify the biggest problems your customer faces and then demonstrate how you can solve it.

2. Customers want things fast. To be leading edge, learn to compete in time. Anticipate customers’ need and fulfill before they know they need it. Some vendors are now linked electronically to their major customers, which allows for ‘just in time’ service.

3. Customers like convenience. In any society there is a strategic shortage for which people will exchange money. Today the strategic shortage is time. Convenience has become more important than ever. How easy is it to do business with your company? How accessible are you to those you support? Can they count on a timely response?

4. The customer defines quality. Manufacturing and marketing say the product is terrific. The customer thinks it stinks. Guess whose opinion counts? The best place to begin marketing is by asking the customer how they define quality.

5. One size doesn’t fit all. The mass market is dead. Customers are demanding more options. They perceive their needs to be specific and unique. Factor ‘uniqueness’ into your sales and marketing strategy.

6. Would you like to be one of your customers? People won’t necessarily buy from us because they like us, but they’ll refuse to buy from us if they don’t. In every interaction, treat customers with the utmost respect and courtesy.