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Tomorrow there will be people wondering whether their Christmas wishes will be granted this year. And marketers are no exception, many of whom will be hoping for some festive cheer after what has been a difficult year.
Here are five wishes we think many marketers will be hoping come true this Christmas:
1. Proliferation of smartphones
Smartphones are an exciting prospect, with their flashy touch screens, the explosion in the popularity of apps and because they’re such a personal device. There have certainly been some impressive marketing hits and misses this year. As we learn from those who got it right and avoid the mistakes of those who got it wrong, smartphones will become an integrated part of the marketing mix.
Even if millions of people don’t get smartphones in their stockings this year there’s no need to feel glum. There’s still plenty of fun to be had with short codes and coupons in the meantime.
2. More businesses realising the importance of the web
I could sprout off some stats about the millions who went shopping online this Xmas and the millions more searching for product information throughout the year. But I think a timely example is the recent race in the music charts. The X Factor marketing juggernaut had the power of TV, radio and in store advertising powering its campaign. Rage Against the Machine had Facebook.
Rage’s victory (on download sales alone) was a great demonstration of social media flexing its muscles to influence opinions and spread ideas. More businesses need to realise that online is where their customers are spending more and more of their time, and invest in their web presence accordingly.
3. More investment in PURL campaigns
We bang on about PURL campaigns a lot on this blog, and for a good reason –they’re just so darn effective.
Marketing needs to be targeted and personalised if it’s going to appeal to people weary of being carpet bombed messages of little relevance or value to them. PURL campaigns, whether integrated with print or email, enable you to deliver customised messages based on an individual’s preferences and capture data for future campaigns at the same time.
In 2010 you’ll need to be marketing smarter if you want people to listen, which is why many marketers will be hoping they get the funds they need to deliver targeted PURL campaigns next year.
4. Less spent on celebrity endorsements
The implosion of brand Tiger has had many brand strategists shaking their heads and saying we’ve already seen the first and the last one billion dollar brand.
Whether or not Tiger Woods seeks deliverance on Oprah, brands are now nervous of risking millions having their identity stapled to a fallible human being. Many marketers will be hoping the millions saved on celebrity endorsements can go on campaigns they can more easily predict and control.
5. Job security and rebuilt teams
2009 has certainly been a difficult year. Despite everyone agreeing that marketing more in a recession is the smart thing to do, most companies have guillotined budgets, leaving depleted teams scrambling around to deliver the same results on a shrunken budget, slowing momentum and dampening morale.
With signs of brighter times ahead, many marketers will be hoping the grip on the money hose is loosened, and they can start rehiring and jumpstarting campaigns that have been put on hold.
Here’s hoping that Santa makes some of these wishes come true and spreads some festive joy for all the overworked marketers out there this Christmas.
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BDA (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.
January 12th, 2010 at 2:07 pm
Great article, some interesting points. I particularly like points 2 and 3, 2009 definately saw an expolision in business on the web, some more of that to come in 2010 and yes lets hope confidence is up and businesses start investing in marketing campaigns again.