Smart marketing for 2012 and beyond

The marketing landscape has been projected to evolve in several significant ways for 2012. By executing practical and very effective mediums to manage the emerging technologies, companies can produce better results for their businesses, through increased targeted relevancy and engagement with their customers.

Personalized social messages. Companies will be able to pull in social graph data to get valuable information on consumer activity and behavioral information, which they can then use for specialized targeting. By managing this type of data, companies can develop relevant content for products, and personal interests and will introduce message personalization that will include pictures of friends appearing with the marketing messages. Geo-location data collected by mobile device will is also a tool that will be used to target consumers through email and social networks. By using geo-location data, it enables marketers to send highly targeted messages that consumers actually want to receive.

Mobile marketing will increase. More brands will engage SMS subscribers to determine their preferences and apply that data to future targeting and personalization. Marketers will become more sophisticated about optimization on mobile devices. Templates and apps will be redesigned to work with all operating systems though design and coding.

Major ISPs will filter emails. Web-based email clients are designing inboxes to filter and categorize email content based on macro and micro data using individual user data to help determine where an email appears in an inbox. Currently an email could go to the recipient’s inbox, but there is no way to track whether it is immediately visible or redirected to another folder within the inbox. There is nothing worse than spending your time and budget on an email campaign that has poor deliverability. Marketers must continue to focus on driving individual user engagement with email.

Display advertising. According to Forrester Research, display advertising spend will represent 36 percent of overall interactive marketing spend by 2016. In 2012, marketers will start to target and personalize ads based on the individual user’s profile data. can help you build and grow your customer base and retain them for the future with a customized targeted marketing strategy using real-time data, lists and content.

How can direct mail advertising continue to prosper in a digital age when consumers are inseparable from their iPhones and other mobile devices?

The best way to understand and communicate with your clients and speak your company’s message is to be cognizant of their preferences, and to what is most convenient for them. Companies such as points out, that consumers pay attention to the messages they get in the mail, and not just on the Internet, meaning direct mail is still a vital component of any multichannel marketing campaign. They state that research conducted by Mail Print, found that 85% of consumers sort through and read selected pieces of mail every day while the other 15% let it sit for two or more days at a time. 75% of consumers are saying that they are examining their mail more closely in the recent months to search for coupons and discounts 40% of consumers have been influenced to try a new business by a direct mail piece, and 70% have gone back to old businesses after receiving mail from the company. Consumer preference has always been the determining factor in a products life cycle.
There was a time when mass or blanket advertising was considered the best marketing plan for companies; “Cover everyone, and that will ensure you will reach someone.” Physical mail was also one of the only marketing channels companies could use and the result was mail boxes stuffed with useless advertisements that did not target the companies’ audience. This lack of direct researched marketing led to unknowingly forcing consumers to ignore most of it. Some marketers predict that digital advertising could walk down the same road if companies continue to drown consumers through only one medium.
But by using accurate researched data collection solutions that actually targets consumer buying habits and lifestyles, companies can eliminate inaccurate information such as addresses and other unusable data. Direct mail can be a valuable tactic that helps companies reduce the number of unnecessary pieces that are sent out, which makes both the consumer and the cost-conscious companies happy.
Today you need a multi-media marketing plan that actually targets consumer buying behaviors and lifestyles to ensure you understand your audience. can create a custom marketing plan that uses real-time accurate data and multi-channeled mediums that will ensure you reach the consumers that are looking for you.