Consumers are once again responding to the human element in marketing.
Atlanta, Georgia (PRWEB) April 10, 2012
Authenticity: Many well-known brands are vying for customer’s attention through authenticity. Social media has caused a shift in how people relate to previously well-run and trusted organizations like McDonalds, American Express, and Domino’s. The new strategy in place is communicating who exactly they are, who they work with, what they care about, and what they value? VP marketer at FRS, Deepak Masand believes that in questioning the traditional symbols of well-known establishments, it forces the company to carefully evaluate who exactly they are and what they stand for. Elle Luna, an IDEO designer states “More and more, brands are gaining traction by embracing qualities like honesty, kindness and simply having a sense of humor about their company.” There is no denying the effort of McDonalds, who now report working with local farmers to produce fresh, quality produce.
Use of Traditional Marketing: The past ten years have seen a change in companies expanding to digital. Since baby boomers make up approximately 40 percent of consumer demand, even during the volatile financial climate, industries still rely on old school marketing channels including newspapers, direct mail, and television.
Unplugging: The NY Times reported that the average American is sat in front of a screen for approximately 8.5 hours per day, while 75 text messages are sent per day. Researchers have discovered that the average worker experiences no less than three minutes without some kind of interruption. The bombardment of technology ensures our brain is “always on.” However, there is help through The Sabbath Manifesto, who offers the chance to unplug and put your cell in a sleeping bag.
Expertise Rules: Videos and podcasts are widely used to promote a brand. In 2011 alone, 79 percent of marketers posted articles, 65 percent posted blogs, 74 percent used social media excluding blogs, 58 percent used case studies, and 63 percent used e-newsletters, according to a study by Content Marketing Institute and Marketing Profs. 2012 will see branded content move into podcasts, mobile, and digital magazines.
Content Curation: Some brands prefer to use diverse sources of information and make this accessible to the appropriate people. It gives brand marketers the opportunity to filter out excess information, organize the information, and add value, whilst also making it attractive to potential customers.
Experiential Marketing: In 2012, use of photo sharing, social enabling sharing, and local check-ins will allow marketers to partner with content publishers and extend events by focusing on innovative experiential campaigns. Use of QR code technology and RFID allows easy sharing through social media channels.
Gamification: currently thought to be a $100 million market, research by M2 states this marketing trend will grow to $2.8 billion by 2016. Game design techniques engage the audience by solving problems in realistic situations.
Social Media Growth Through Mobiles: It is so easy to access a social media site through a mobile. 40 percent of Twitter users are mobile, and there are 2x more mobile Facebook users (currently 200 million) than desktop-only users.
Understanding Big Data: With the massive shift to digital, it is easier to measure the behavior of consumers, but this creates pressure for marketers in collecting, filtering, curating, and interpreting the data to arrive at an effective conclusion.
Crowdsourcing: This effective strategy incorporates the use of consumers to display the marketing message. Crowdfunding encourages the collective efforts to raise money for specific events or causes, which is then thought to engage potential customers.
As advertising became more technologically driven, a shift occurred, in which consumers desired more of a human factor. Advancing digital mediums are providing a large distribution platform but message conveyance is what is winning over customers. Consumers want to develop relationships with the businesses they purchase from and the companies who drive people to engage with their brand will see real results in 2012.
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