Utilizing digital communication channels will be a key focus for a wide spectrum of businesses. However, as discussed in two previous Abstrakt blogs – Traditional Media; No Obituary Necessary and Traditional and Digital Media Coupling Together – it’s imperative to continue thinking traditional media as well. In fact, a primary focus in the upcoming year will be to tighten the relationship between these two marketing styles.
It’s a no-brainer that everything is going mobile these days. And I mean everything. A few weeks ago, I went out for ice cream with a friend and the shop had some signage about their new punch card. The sign read, “Buy 10 cups and get your 11th free!” As a frequent summertime visitor to FroYo, I was enthusiastic about the deal—but somewhat disappointed that I couldn’t get a punch card because they didn’t have a printed version. It was a digital one fueled by a QR code.
Did I mention that at the time I had a slider phone and not a smartphone yet? According to a report, mobile searches accounted for roughly 9 percent of search activity in 2011. In the coming year, the mobile concept will continue to be amplified as we realize our need to be constantly connected and always on-the-go. The key: Make the data collected work for you and account for mistakes that touch screen devices may impact these results.
We’re all too familiar with B2B and B2C communication but the conversation might shift to being more B2P (Business-to-People) focused with the intent of trying to reach a wider audience. A brand’s value is only defined by its membership (Thank you, Scott Ginsberg!). It’s critical to start communicating to these people and speaking their language.
Like everything else (friends, hobbies, opportunities, etc.), trends come and go in the blink of an eye. Let’s give 2012 a good run for its money and go full force with newer technology, smarter apps and more creative ideas.