7 Marketing Predictions For 2012 | Part 2 of 2

The Marketing Revolution Podcast

This is part two in the wonderful year end wrap-up.  If you haven’t seen it yet, here’s part one: “What We Learned About Social Media in 2011”

1.  It’s the year of mobile! (except for Saskatchewan) I don’t mean we won’t see growth in the use of mobile in Saskatchewan, I mean our province is slow to adapt to new technology, there’s still a phone book in most houses.  Everywhere you turn you see startling statistics on the use of apps on mobile phones.  Until businesses start seeing their bottom line increasing because of a new “app” it’s still a shinny new tool in the toolbox.

At this point apps don’t turn me on, Google does.  Many people underestimate the power of Google in your pocket.  We don’t understand the ramifications of having a device in our pockets that can answer most of the questions we have in our lives.  This will impact kids more than it will older people. The smart companies are beginning to understand how search works and how to be found.

Hearing that 6.8 million new activations of iOS and Android devices on Christmas day alone should be enough to ask the marketing department if they have mobile website, let alone a mobile strategy.   

2.  Search will increase.  No matter what happens to the media and how we’re marketed to, we will always need to search for information.  The more we are marketed to, the more difficult to decipher what is a legitimate message and what should be ignored.  This makes a strong case for search to increase, we want media when we want it, on our own time, and we don’t want to be sold to. Being found by Google is a very smart tactic to undertake in 2012.

Making your website mobile friendly should already be on your “to-do” list, I would also spend sometime understanding how Google works and maybe even spend some money on Search Engine Optimization (SEO) and analytics.  You can’t improve what you don’t measure.

3.  It’s been done before.  We’re going to see less one-off contests and cliche iPad give-a-ways.  When the contest is over what do you do?  What will you do with the permission asset you’ve created?  Will you try to interact, or God forbid, make friends with people on the inter-webs?  Have you ever thought of how the internet is going to evolve?  How is your brand going to attract attention of me (your customer) in the next two years with all the clutter out there?  How is your brand going to standout amongst the crowd?

4.  To say Social Objects will only be a fad next year is a huge underestimation, they are the future of marketing and anyone who has a vested interest in marketing in the next five years, I’d strongly suggest you read up on Social Objects and begin brain storming.  It’s apparent that the non-profit sector has a grasp on Social Objects and doesn’t even know it.

 5.  Marketing budgets will be slashed.  As they should.  Some call it a market correction, some call it spending ridiculous amounts of money on advertising every year without justification.  When someone asks, “why are we still marketing on the radio?” you better have a more intelligent answer than, “we’ve always done it that way”.  CMO’s will have to justify their spending much better in the future, this will force an increase in measurement and reporting tools and personal that can perform these tasks.

6.  Social media’s here to stay, what does that mean?  Extreme transparency.  Everyone can know anything about your company within a few searches on Google.  Upset about that?  Many are.  Want to fight it?  Good luck.  The only way to survive as a company in the next five years is to brutally honest in the public eye.  Opening up to your customers and gaining the trust you deserve.  It all starts with the very first rule about marketing anything, “Keep your promises”.  If you lie, people will find out.  If you tell your employees one thing and customers another, sooner or later, they will find out.  You can’t afford to operate unethically for long, our new interconnectedness will ensure you stick out like a sore thumb.  When you are found out, you will lose the most precious asset you had, trust.

This is your warning, transparency is here to stay.  Open up, show the world what kind of an amazing company/person you really are and people will love you for it.  Close yourself off, lie to us, pretend to be something you’re not and you will alienate everyone you come in contact with.

7.  What’s the most important tactic to focus on in 2012? Word-of-mouth  As a marketer, if you can figure out a way to get people talking about your company or product in a positive light, you’ll be worth your weight in Tweets.  Word-of-mouth is the most powerful form of marketing, beginning to understand how and why it spreads is your first order of business.  It can take a long time to develop something worth talking about, you’ve been warned, now go read Purple Cow and start developing your own Purple Cow.

What’s your prediction for 2012?  Disagree with me?  Agree with me?  Something else to add?  If you’d be so kind as to leave your thoughts in the comments below.

Music box quote

Oh yeah, and if you want to listen to the first episode of the marketing revolution podcast, click on the picture at the top of this page.

4 replies
  1. Rob Reynar
    Rob Reynar says:

    Hey Jeph. I agree with much of what you said. At the end of the day what you know about your clients and how you use that to better their experience with you will win. I hear from lots of Realtors that “social media” or the Internet in general is just a tool… It just happens to be a tool that does a whole bunch of stuff!!

    Businesses and sales people that continue to ignore the internet and the impact it is currently having on the way people interact with brands are going to lose ground and fast. 2012 will again prove that the curve and the speed of innovation is accelarating. Like any great athlete, the ability to slow it down for yourself and see the game is going to be the key. Not everyone can or will do that.

    2012, 13 and 14 will be mobile crazy! I predict in 3 years we will laugh at how rudimentary our gen 1 and 2 iPads and iPhones are.

    Great stuff from you in 2011 – looking forward to a lights out 2012.

  2. Ryan Dejaegher
    Ryan Dejaegher says:

    Very insightful post Jeph. I especially agree with you on social objects. To be honest, this article is the first time I’ve heard of them but after following the link it makes sense. I think social object will start to replace Facebook. I think for most people facebook has become a bit of a wasteland of annoying irrelevant status updates. Social object or niche networks like instagram in my opinion have appeal because of its niche focus. This is where things will grow. The expansive nature of the Internet is incredible but also it’s greatest flaw, it can become difficult to connect with like minded individuals. Part of why I like your blog is that I know you or someone is going to have something insightful to say about marketing. On facebook, it would be lost immediately by spam posts (spider living inside someone post ring a bell). Just my thoughts.

    On another note after reading the social objects link what are your thoughts on engaging people now. It seems as if now its more waiting for people to come to you, I can’t quite put my finger on it, just curious about your thoughts.

    Ryan

  3. Jeph Maystruck
    Jeph Maystruck says:

    Thanks a lot for reading fellas! Every year from now on technology will continue to shake up our world and move business in a new direction. Personally I’m excited for the next few years but I can see how the forever changing media landscape can be daunting to some.

    Ryan, as for engaging people, you have to earn their permission to engage with them. If you haven’t earned the permission yet then it will come off as spam. With more option in our world it becomes evident that you must stick out some how, be different, get people to like you, earn their trust, and maybe, just maybe then you can ask permission to sell to them.

    Cheers gentlemen.

    @JephMaystruck

Trackbacks & Pingbacks

  1. […] I encourage you to consider making sure that your product/service is innately social. My friend Jeph Maystruck uses the phrase ‘social objects’ to describe this. When I talk about making a product innately social, I suggest that you follow a relatively simple […]

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