4 New Year’s Resolutions for Digital Marketers

January 12, 2012

Can we call 2012 the year of digital? eMarketer
has predicted a 14.4% increase in U.S. online ad
spending over the next year, and there are
undoubtedly a wave of changes in store for
marketers. As the year progresses, though, it's always worthwhile to remain grounded in those best practices that have seen us through 2011, as captured in a recent Mashable article. Here are the highlights, or the resolutions we find to be most essential for 2012:

1. Relevancy

Today's consumers are more time-constrained, demanding and in control than ever, and this continues to pose a challenge to marketers. The upside is that the days of marketing to the so-called "cherry picker" are fading - customers are placing higher priority on value versus price alone, which provides a great opportunity for both B2B and B2C businesses to redefine their brand USP.

2. Context and Content - Two Sides of the Same Coin

You can have all the technological flash you want - a shiny, beautiful ad, for example, goes nowhere without solid, resonant content in it. Similarly, you can develop engaging content, but if you aren't engaging your target market in the channels they're participating in, you've wasted your effort.

3. Data Quality over Quantity

Sophisticated measurement tools are making data collection more fruitful than ever, making it easier for marketers to test their marketing efforts and make the most out of their digital footprint in the future.

4. Channels Have Adapted, and So Can You

It's no longer enough just to be present on social media channels. Brands and businesses have developed new ways to take their social media initiatives to a whole new level, delivering content to their customers in hyper-relevant contexts. Consider, for example, Best Buy's “Twelpforce,” a Twitter-based help desk, which stands as a perfect example of using social media for multiple functions, including customer support, streamlining call centre costs, PR and marketing.