The Force 5 Connection

If you’re a marketer in any capacity and you’re reading this post then I’m 99.9% sure you’ve also read about, or thought about, or discussed some sort of Top 10 list – goals, trends, etc. – for marketing in 2010.  Around the New Year this topic is often fodder for bloggers, trade publications, and the like.  Now that the dust is beginning to settle, and we’re approaching mid February, I’d like to throw my weight around regarding this matter. 

So, in the spirit of Force 5, (which we all know – as indicated by the Beaufort Wind Force Scale – is also a wind speed of 17 to 21 knots and considered most favorable by avid sailors) I’d like to talk about the Top 5 marketing waves you should ride in 2010. 

1. Social Media:  Don’t ignore it – embrace it – because it’s here to stay.  Consider last nights’ Super Bowl as evidence.  The game is no longer just a three hour advertising window.  Jon Swallen of TNS Media Intelligence states, “It’s now a 3 to 5 week advertising event, with brands focusing on the period leading up to the game, and the period after to do social media marketing.”  Even if you’re not a fan of Denny’s screaming chickens, consider this – in a poll conducted online this month by Harris Interactive “nearly half (48%) of online US adults who watch Super Bowl ads say they will somewhat likely discuss the ads on a social networking site.”  Regardless of scale, and if you haven’t already, you must figure out how to incorporate social media into your marketing mix.   
2. Mobile:  We talk about it often in our shop – the idea that mobile marketing is about to blow up (in a very good way).  I completely agree with Joe Marchese, President of SocialVibe, when he says, “Mobile will be huge, especially if marketers can build digital campaigns with mobile extensions.  Phones are smarter, networks are faster, and open development is leading to faster innovation.”  Together, these inconceivable truths will prove blissful to direct marketers who have been optimistically yearning for this day to come.  Imagine what lies ahead with geo-targeted marketing now upon us.  Read what else Joe had to say.
3. Customized/Exclusive Content:  See Mobile (above).  Exclusive offers and customized content, all at your finger tips!  But remember, customization and exclusivity can also be delivered via other channels.  It’s all about using everything in your marketing tool box to make your customers feel special.     
4. Integration:  Denny’s Super Bowl ads aimed to drive people online to their website, then Facebook.  This is one example of how traditional, outbound marketing tactics can be integrated with inbound tactics (web/SEO, social media) for a greater ROI.  The down economy has forced marketers to be more creative with budgets, but in hindsight it’s also made us better marketers.  So, integrate your campaigns – if you’re not sure how, ask.  Check out Denny’s efforts.
5. Measurement/Analytics:  See Integration (above).  If you’re executing integrated campaigns – and you should – then you’ll need to be able to measure them as well.  The catch phrase more and more marketers are becoming familiar with is cross-channel analytics.  Those who can navigate this analytical approach will come out on top – big time.   

Over the next several months, I will report back with updates, findings, and such about the 5 waves we should all be riding.  So if you’re interested, stay tuned and happy sailing.  `J