Here’s my 2014 marketing wishlist.
1. Integrated marketing comes back.
We talk about bringing down silos but then create them. Is it a social media campaign, a direct mail or event? Our audiences don’t look at it this way, so why should we? Let’s plan marketing campaigns with SEO, social media, print, and event tactics. Campaign performance will increase and you may even have fun dabbling in new areas.
2. Accept mobile is just par for the course.
OK, it’s another rant but we all know the stats about mobile usage outpacing desktop. When you’re planning any online campaigns ensure the sites are responsive design. That’s all. It is that easy. Add in location and apps, if you want, but they are just tactics and tools. The moment we stop declaring it the next big thing, marketers will stop being scared of it and we might catch up to our audiences’ usage behaviors.
3. Accept nothing dies, it just evolves.
Video killed the radio star? Well, the internet brought them back. Life is a constant evolution, embrace it. When your favorite marketing tool goes out of favor, find a new one or tweak your product. This is a marketing truth that really excites me. I can’t wait to see what new toys we’ll get to play with.
4. Millennials or any generation segmenting.
This was a topic in 2008 when I started grad school. By the time I graduated, two years later, it was passé. Can you really say all people born in 1983 behave the same? Are you the same as your age peers? Did you get married at the same time? Buy a new car? How many jobs have you had? Have they done the same? No, so let’s move on and look at personas and lifestyle stages. We have the technology and research to appeal to our audiences and sub-audiences without a cookie cutter approach. Try it, the results will impress you.
5. Big data.
In 1999 I was a new retail manager helping our tech marketing team with some launch promotions. We were a new ISP with a big budget. If a campaign didn’t produce sign-ups we called it branding. Within a year the parent company layer off the entire team and transferred sales to the call center. We didn’t track anything or look at the data. Big mistake. Still today too many marketers are scared of numbers and adding the word Big to data isn’t helping. Jump in to a spreadsheet and start small. It needn’t be complex data, everyone can understand the number of retweets per month over a year.
6. The end of B2B and B2C.
This is another silo that’s starting to fall – woohoo! As with generation segmenting, it’s time to properly look at your audience. I know you’re saying the buying cycle isn’t the same for B2B. The decision maker may not be the end user. How is that different from B2C? Kids have a big say in car and holiday purchases, but can’t hand over the cash. B2B audiences are people too. Find what works best for your audience. Make it colorful, make it fun, make it personal.
What’s on your marketing wishlist? Let me know in the comments.