Feels like a different millennium when I last blogged...from then to now...so much has changed!!
Personally have moved on to fill bigger shoes as a market campaign strategist with its new set of challenges..but the biggest being to optimize my time and effort in the midst of a noisy online space and keep up with its dynamism. Stay tuned as I share my learning's and journey with you in the upcoming posts...
So lets start the year with the 5 big trends we foresee in B2B Marketing in 2012 - just for fun, of-course no prizes to be won except earning your big aha moment at the end of the year;)
So here's mine - would love to hear yours..
1. Uncertainty is here to stay - its the new normal. With global markets becoming extremely accessible through the ever evolving online space - no marketing strategy can survive without taking into account the maximizer goal of the audience and the minimizer goal of the marketing channel/cost. And when I say maximizer goal - its the user benefit we are talking about -
a)What the buyer wants to hear about(communicating a solution over product)
b)How the buyer wants it (gone are the days of spamming mail boxes - provide value
through your offers - thought leadership/educational content, web-events with an
opportunity to engage and network and so on..)
c)When does the buyer wants it (minimizing frequency of communication - this is
something i have learnt over these years against the norm!)
2. Its not about more but infact less of information and more of insights that are sought i.e. simple to translate into marketing intelligence.
Data needs to be insight driven - one single data repository model needs to be reworked on or atleast realigned to be able to use across right-time multichannel marketing, finding opportunities for driving revenue throughout the customer lifecycle.
3. Collaboration to pay more in online marketing than competing: While being the best for your audience remains the goal for any marketer but understanding one's core competency and taking the advantage of other would mean you are smart!period.
4. Social Media is not a 'separate' piece while designing a marketing strategy - We cannot afford to treat SMM in silos - it needs to be twined into each of our marketing channel. Interestingly, it works both ways - creating your customer profiles by combining conversations and customer preferences from social listening platforms combined with marketing data marts. This can be contextualized in campaigns to drive the right offer to the right buyer at the right time.
5. Mobile: Great idea Sirji!! - no more an idea - it is the very direction we are headed in...all our marketing programs and channels need to be mobile savvy if not mobile driven in the times to come.
...Exciting times ahead!!...
