Marketing Trends & Takeaways Recap 2011

Trends & Takeaways - 2011


•  Execs have different expecta1ons for videos depending on the site they’re viewing it from.

•  Exes primarily seek news and opinion on business websites and YouTube for demonstra1ons and reviews.

•  47% of execu1ves said that a video of 3 to 5 minutes is acceptable.

Selling B-‐to-‐B? Video Will Lead The Way

Developing and distribu1ng video is easier than you think.

Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/selling-b-to-b-video-will-lead-the-way


QR Codes: The Bridge Between Offline & Online

Foster a total customer experience by linking mobile phones to real life.

•  QR codes can be used to deliver exclusive coupons/offers and encourage geo-‐based ac1vi1es.

•  Place QR code within another medium, like a television ad.

•  To make your code unique, consider custom colors and/or designs instead of the generic black and white. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/QR-Codes-Marketing-Trend


Weather PersonalizaAon is GeCng HoEer

Relevancy created by 1me-‐sensi1ve geographical informa1on is invaluable.

•  Plan ahead. Create content that speaks to the unique situa1ons of subscribers. Predict their needs based on possible weather/seasonal changes.

•  An RSS feed of weather reports will create urgency for “hot” seasonal products or services.

Domino’s Pizza Uses This Strategy Successfully


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trends-a-takeaways-weather-personalization-is-getting-hotter


The Return of the SubscripAon-‐Based Model

This model creates emo1onal value. Foster it with excellent customer service and value.

•  U1lize blogs and social media sharing to get the word out.

•  Create a buzz: the more people are talking about your products and interac1ng with you, the beVer.

•  There is an audience for everything, no maVer how small or specific the niche. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/weekly-trends-a-takeaways-subscription-model


Giving Content Development High Priority

Personalizing your marke1ng messages and con1nuously engaging with customers is key.

•  Send out a survey. Ask people at signup to submit topics of interest.

•  Offer help. One great way to influence opinions of you and your brand is to offer advice on topics you know best. Offer video tutorials or podcasts.

•  Involve. Interview industry or product experts and solicit opinions. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/content-development-high-priority


Marketers Challenged by Consumers PercepAon of SPAM

Complaints affect sender reputa1on and degrade deliverability. Content relevancy will prevent this.

•  Periodic list cleansing will help maintain quality. Only email to people who want to hear from you.

•  Email people what they want. Use preference pages to allow subscribers to choose what they'd like to receive.

•  Don’t let the informa1on you’ve collected go to waste. Customer data is invaluable. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/consumers-perception-of-spam


All Sizzle, No Steak? Is Social CRM just a myth?

Marketers should reconsider social CRM. Is there any substance there? Can you prove an ROI?

If you're s1ll considering using social CRM to push marke1ng programs, ask yourself these three ques1ons: 1.  How much social data will be added

to our exis1ng customer profiles? 2.  Will that data help us do anything from

a marke1ng standpoint? 3.  Is our business large enough to

consistently stay on top of it all? Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/social-crm


Cost ShiVs From Channel to ProducAon

Automated solu1ons are available and will increase efficiencies.

The right strategies can serve as a model for all marketers: 1.  Focus on the Pain Points (such as low click

through rates). 2.  Develop a process that’s right for your business,

your industry and your subscribers. 3.  Apply automa1on to the process and consider

data, segmenta1on and content development. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/cost-shifts-from-channel-to-production-growing-need-to-educate-marketing-staff


Marketers Need to Close CreaAvity-‐Technology Gap

Marketers must sharpen technical skills and evolve in order to move ahead and stay compe11ve.

1.  Consider cross-‐training to learn new skills and enhance exper1se.

2.  Periodically re-‐evaluate marke1ng opera1ons and processes.

3.  Evaluate every type of marke1ng soeware used by your company. Unused features can enhance your marke1ng tac1cs. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/marketers-desperately-need-to-close-the-creativity-technology-gap


Big Banks Push Mobile Payments

Mobile purchases are now quicker and more convenient.

•  Wait. Watch the trend develop and keep an eye on the players involved

•  When the 1me comes, test with low 1cket items first


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/big-banks-push-mobile-payments


Consumers Demand (& Win) In-‐Box Overhauls

Web based email is changing and will increase opportuni1es for marketers.

•  Authen1ca1on features that prevent phishing will increase deliverability and benefit the email community as a whole.

•  Social media integra1on tools allow for addi1onal interac1on.

•  Personalized campaigns will help create trust between sender and subscriber. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-consumers-win-in-box-overhauls


Surveys Gain New Momentum from Social Media

Many subscribers who are unlikely to post messages on a social media page will s1ll respond to a survey

Useful types of surveys include: •  Service sa1sfac1on feedback •  Brand awareness including compe1tor

products •  Trends analysis – favorite green products,

movie genres, etc. •  News opinion polls on blogs or media sites •  Online events requiring vo1ng


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-surveys-gain-new-momentum-from-social-media


AutomaAon Spurs Demand for List Purchases

Don’t let 1me pressures fool you into buying an email list.

Build your list the right way.

•  Conduct periodic incen1vized referral campaigns.

•  Include an opt-‐in form on your Facebook page and periodically tweet a link to your opt-‐in form.

•  U1lize co-‐registra1on. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-marketing-automation-spurs-demand-for-list-purchases


The Second Wave of Social Email Is Coming

Gmail will become an alterna1ve social messaging plajorm.

Observe your Gmail and Google+ accounts for now. In the future, email will play a more integrated roll in the social media experience.


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-the-second-wave-of-social-email-is-coming


Infographics: Helping Marketers Cut Through The CluEer

Visual explana1ons will require an investment, but are needed now more than ever.

•  Keep it simple. •  Data should be factual and sta1s1cal •  Reference your facts and sta1s1cs •  Keep color use to a minimum •  Make conclusions or predic1ons


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/visual-descriptions-are-a-must-for-complex-selling


Smart Marketers Are Leveraging InteracAve Games

Using game mechanics engage consumers and give them a sense of accomplishment.

•  Have an objec1ve •  Engineer a goal path •  Reward •  Take a holis1c view •  Make it fun


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/games-rise-in-importance-to-keep-consumers-and-prospects-engaged


HTML 5 Gaining Momentum In Mobile & Email

If large-‐scale reach is the goal for your next mobile campaign, then HTML 5 is the best bet.

Incorpora1ng video on a sta1c landing page is preVy straight forward. However, including HTML 5 in an email for video display, can be a bit trickier. Always remember to include a fallback image linked to a landing page just in case the subscribers email client doesn’t support HTML 5.


http://www.goldlasso.com/learning-center/the-from-line-blog/categories/listings/trends-and-takeaways?start=10


Marketers Using The Social Graph In Email

An honest social sign-‐on process will lead to more campaign engagement.

Social media data to include in an email campaign: 1.  Birthday celebra1ons 2.  Pos1ngs/likes by friends 3.  Check-‐ins from friends (great for bricks and

mortar) 4.  Job changes (B2B – LinkedIn) 5.  Educa1onal/cer1fica1on changes (B2B –

LinkedIn) 6.  Title changes (B2B – LinkedIn)


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-marketers-using-the-social-graph-in-email


Facebook FaAgue SeCng In

Social media is becoming more of a u1lity than a medium.

•  Realize that some features will be more successful than others.

•  Familiarize yourself with various social networks' APIs.

•  Consider using technologies like Ning or Joomla to create your own social network. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-facebook-fatigue-setting-in


LocaAon Based Services-‐We want It Here & Now

Hyper Local is Hot: customers are interac1ng with LBS’s daily and releasing valuable informa1on.

•  Look into plajorms like Yelp! Who offer free customizable profiles.

•  In the future, look for an intermediary applica1on to immerge that will alert users of current deals and other per1nent informa1on based upon GIS


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-location-based-services-we-want-it-here-and-we-want-it-now


Win With Deliverability: How To Beat The Priority Inbox

Marketers will have to give their customers op1ons in order to avoid bombarding them.

•  Increase relevancy with unique and informa1ve content and targeted offers

•  When crea1ng a message or campaign, ask yourself these two ques1ons: 1) “What can I as a marketer teach you today that will improve our rela1onship?” 2) “What offer will en1ce you to buy?” Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-email-deliverability-rates-becoming-stagnant-how-to-beat-the-priority-inbox


Chrome Use Rising. Marketers Choose Rendering Sides

It’s 1me to start paying aVen1on to Chrome and how a message renders within it.

•  Marketers cannot con1nue to design for all browsers. They will need to get specific and know who they're talking to.

•  U1lize web analy1cs tools to iden1fy customer trends in browser usage.

•  Design according to your target audiences’ behaviors.


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-chrome-use-is-growing-marketers-will-need-to-choose-rendering-sides-


Marketers Deluged By Data: Strategy Change Is Imminent.

Data mining and analy1cs are becoming more important. Integra1on will soon be necessary.

•  Harness the marke1ng channel that generates the most customer interac1on.

•  Set goals for what data you would like to gather and analyze.

•  U1lize preference pages in your email campaigns.


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-marketers-deluged-by-data-strategy-change-is-eminent


Advanced SoluAons: Lead Choice For Email Marketers

If you expect an excep1onal return, create an excep1onal campaign.

Employ a comprehensive and sophis1cated system to execute your email marke1ng. This can increase produc1vity, decrease wasted 1me spent blindly analyzing data, automate any number of ac1ons so that customer interac1on is up to the minute as well as a host of other capabili1es.


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-advanced-solutions-are-lead-choice-among-email-marketers


Opt In vs Opt Out Lists: Is the gap closing?

Don’t be misguided by unscrupulous marketers. List purchasing is s1ll not ethical.

•  Steer clear from purchased lists.

•  Take a look into co-‐registra1on. For it to be effec1ve, there must be complete transparency between adver1ser, publisher, and subscriber.


http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-opt-in-vs-opt-out-lists-is-the-gap-closing


Email Metrics Ease MulA Channel IntegraAon

Email is the easiest online medium to integrate with that doesn’t require technology.

•  Quality email marke1ng can help solve the problem of discerning offline customer origina1on as well as detailed tracking.

•  Crea1ng emails to supplement other mediums will increase the effec1veness of the marke1ng campaign as a whole. Read more… click here!

http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trends-and-takeaways/trend-email-metrics-ease-multi-channel-integration


About Gold Lasso Gold Lasso is a provider of sophisticated multi-channel marketing technologies and services that help companies easily interact with their customers in a more relevant and personalized way. In an ever-changing marketing environment, long-term client success is our mission, therefore we provide every client with a dedicated and knowledgeable Account Manager who delivers strategic guidance. As a continuous developer of innovative features, Gold Lasso is greatly attuned to market shifts and client needs. We make multi-channel marketing success cost effective and easy by providing an all-inclusive feature set scalable for clients to grow their marketing without having to migrate to more expensive systems. Some of these features include an intuitive and user-friendly interface, in-depth metrics and reporting, campaign automation and a robust API for easy integration. Gold Lasso is truly a complete system designed for clients to achieve a maximum ROI from their email, mobile and Web marketing efforts.

Trends & Takeaways is written and produced by Gold Lasso

© Gold Lasso � 25B Chestnut Street Gaithersburg, MD 20877 � Phone (301) 990-9857 � www.GoldLasso.com

www.goldlasso.com

Marketing Trends & Takeaways Recap 2011

Business

Transcript of Marketing Trends & Takeaways Recap 2011