The New Normal: Marketing in 2012

The internet will change the marketing playground in 2012. Digital marketing will offer opportunities to build brand value at lower cost. The challenge for marketers today is to exploit these opportunities, but what do we take for granted now?  Nobody has to search the meaning of ‘hashtag’ – it’s normal.

We’ve been introduced to several trends in digital marketing, let’s see what we know already and is going to be de rigeur in 2012.

Social media is growing up

Facebook, Twitter and more social networks are integrated. The social media marketing process is developed as a continuous cycle of research, planning, execution and measurement. This process will be taken as granted for many marketers, marketing functions and programs are adapted to the new reality.

Hashtags

Hashtags are used to make a word important on Twitter because they draw extra attention to a sentence. But now it is normal to hashtag a state of mind, a thought that you want to share. Young people are hashtagging on Facebook and in their emails now. People think this is annoying, because hashtags are to be used on Twitter only, but this switch is going to be taken for granted in 2012.

Personalization

Many websites are being personalized to engage more with their customers. Visitors will find a personalized environment, including pages with information from previous visits. Products and services are “preconfigured” based on the preferences of the visitor. Customers will get used to it and consider it standard in the future.

Mobile marketing

Mobile marketing exploded this year. In our previous blog we talked about QR codes and many more developments. QR codes are a great way for marketers to promote their new product, but customers will only get their smartphone out of their pocket to scan a code related to a topic of interest, this will not change in 2012 and will be taken for granted.

Marketing analytics

More advanced analytics were needed from all available data and come to get the correct information. The explosion of conversations led to a huge never-ending stream of incoming data. Smart analytics is necessary to eliminate useless data and to achieve meaningful accurate prediction of consumer behavior. Marketers already applied analytics and it will be a much used measure tool in 2012.

Has your marketing team moved with the times? If you need a campaign with all the up-to-date bells and whistles, you’ve got no alternative. Brief the Exchange.

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