Five Online Trends Marketers Should Focus On.

With almost half of 2009 and hopefully the worst of the economy behind us, its time to focus on the online trends that matter. Put your Facebook and Twitter strategy aside and focus on:

  • Interactivity: Organizations need to really internalize what it means to be interactive and leverage the specific strengths of interactive channels for all marketing programs and consumer touch points. Interactive marketers need to push best practices across the entire organization to ensure a positive experience for consumers changing behaviors and expectations.
  • Measurement: Consumers increasing cross-channel behavior will force marketers to improve their measurement capabilities. Consumers move across a variety of online and offline channels throughout their purchase process. In order to accurately determine the effectiveness of marketing spend, influence future investment or identify which programs to cut, measurement needs a cross-cannel upgrade.
  • Consolidation: With the proliferation of marketing channels, organizations have acquired a variety of separate vendor/agency relationships for their search, email, social and mobile marketing efforts. Marketers need to tear down the internal and external walls separating channels to reduce the number of profit centers and infighting, create a media neutral approach and improve cross-channel integration.
  • Governance: The talk in 2008 was that marketing’s needed to release control of their brands, that consumers now owned the brands and there was nothing you could do about it. It is exactly because of that shift in control that marketers need to better manage brand communications through the issuance of governance policies and procedures for employees and increased vigilance through brand monitoring tools and technologies.
  • Analytics: For years now marketers have been collecting data through CRM systems, web analytics platforms, experiential marketing campaigns, etc. Marketers now need to integrate disparate data sources from around the organization and enhance their analytical capabilities to help improve targeting, enhance consumer insights and promote a more comprehensive view of the customer.
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