We have been taught in the business class – to achieve your goals, an integrated approach is essential, it is like when each individuals stick together, a strong force can be formed. The same thing for marketers – you need to ensure that all facets of the marketing mix must work well together.
For marketers and businesses, social media isn’t a dress rehearsal, it is real life lived in real time by real people. it is about being connected, showing up, and responding to customers’ needs.
In 2010, corporate use of social media reached a tipping point. Companies will become more sophisticated in their social media marketing usage as they get more experienced. In the study of 2011 Social business forecast, it has been addressed out that this will be the year of integration.
Social media will extend throughout organizations, namely customer service. Further, social media advertising will come into its own and yield relatively stronger results as happens with any new advertising platform. It’s also largely attributable to the ability to tightly target audiences based on social media activity.
Beside social media marketing will become the strong trend and the main stream in 2011, Clickz has also pointed out another six online marketing trends to help you hit your 2011 goals, and achieve your corporate mission.
1. Mobile hits its stride – Fueled by high smartphone adoption that continues to expand and an increasing percentage of mobile-only households, the U.S. is poised for enhanced mobile marketing. Along with on-the-go consumption, e-mail remains the dominant mobile activity. 75 percent of marketers plan to include mobile in their marketing mix. Given mobile e-mail’s strength and average app downloads, focus on mobile interactive extension to meet users needs on the go.
2. Content marketing expands in new venues – While Amazon has sold 8 million* Kindles, its highest selling item to-date. This is good news for publishers who consider these devices paid content consumption nirvana. These devices require that marketers think about their target market’s content consumption habits. Roughly two-thirds of consumers have paid for some form of online content according to Pew Research Center’s Internet & American Life Project. Among the dominant forms of paid content were digital music, software, cell phone and tablet apps, digital games, news articles or reports, and videos, movies, or television shows. But, before publishers run to the bank, they must assess the average $47 content spend carefully because the typical customer only spends $10!
3. Marketing goes real-time, not just watching issues for PR and potential fires – Marketers must be vigilant to take advantage of marketing opportunities while mitigating the impact of small fires (for example, Ford’s use of social media to quell a PR fire). This requires a more flexible promotional and communications strategy. As a result, marketing needs to be agile because these events can’t be planned six months in advance. Further, every firm must have a crisis management plan and vigilant monitoring.
4. Online retail continues to take market share from other channels – Online holiday purchasing grew, taking share from brick-and-mortar retail, showing consumers’ willingness to use and trust online payments. J.P. Morgan senior analyst Imran Kahn forecasts that U.S. online retail will continue to grow at a 12.4 percent CAGR (compound annual growth rate) from an estimated $166 billion in 2010 to $235 billion in 2013. While a very small percentage of holidays sales, social shopping will continue to expand its influence due to its ability to target and reach consumers early in the decision phase. Also, group buying via Groupon and its competitors will continue to be a growing trend as long as marketers can make money from these promotions.
5. Integrated marketing comes of age – As the big social media marketing campaigns of 2010, namely Pepsi Refresh and Old Spice, showed, integration across marketing platforms is a must! With expansion of social media marketing; mobile, e-reader, and offline marketing (remember, television still dominates!) all need to work together.
6. Metrics move into the spotlight for social media – As social media matures and invests real budget and headcount, management will require justification for these dollars. To this end, better social media metrics and a clear pathway to ROI is needed. Related to this is improved social monitoring to aid tracking. Further, marketers must incorporate calls-to-action and promotions to aid tracking … continuing read the entire article here.