Unless you’re a doomsayer resignedly preparing for Armageddon, 2012 will go down as a game-changing year for digital marketing and advertising. The convergence of new media and entertainment choices with wave after wave of new tools and technologies are rapidly pushing us toward something of a golden age for digital advertisers. How will you make the most of these new opportunities in 2012? Allow us to suggest the following new year’s resolutions:

#1 - Get serious about mobile.

Mobile marketing and advertising may still be in its formative years, but 2011 proved beyond a doubt that it’s a rapidly growing segment that deserves serious attention if companies expect to stay ahead of the curve. Consider this:

• Over 8 trillion text messages were sent in 2011
• Mobile ad spend worldwide is predicted to skyrocket to $20.6 billion in 2015
• Mobile searches have quadrupled in the last year, and for many products, one in seven searches are now mobile
• 71 percent of smartphone users that see TV, press or online ad, do a related mobile search

But despite these eye-popping mobile statistics, many companies seem to be completely unprepared or intentionally ignoring mobile altogether, from relatively simple oversights (not having a mobile-friendly website) to more serious offenses (lack of mobile SEO). With so many consumer devices on the market-smartphones, tablets, e-readers, handheld games, and a litany of others-advertisers have a tremendous opportunity before them. Because we’re no longer tethered to our computers, brand engagement and mass content consumption is now possible wherever we go. Which brings us to our next point…

#2 - Develop a manageable content marketing strategy.

Long gone are the days when companies could build a slick-looking website and call it a day.

Today’s customers demand timely, relevant content, and lots of it. Content consumption is occurring in massive amounts and will only continue to gain momentum, with blogs, video, social media, email, podcasts, webinars, and many other channels all competing for prospects’ attention spans.

The need to develop an effective but manageable content marketing strategy that enables businesses to engage on multiple levels and within many different contexts is greater than ever in 2012, as brands struggle to capture mindshare amidst the constant ebb and flow of information. Content curation tools that cull the web for useful, share-worthy content can help brands cope with such high demand.

#3 - Embrace new social media channels.

In 2011 advertisers stopped questioning whether or not social media was a fad. (Having Facebook and Twitter presences has become just as standard as having a website. Bonus points if you’re on Google Plus, too.) But your social media strategy shouldn’t just stop at marketing through the usual suspects (LinkedIn, YouTube, or whatever the platform du jour may be).

The maturation of social media has given rise to plenty of popular new players, many of which cater to niche audiences and interests. For instance, retailers would be keen to pay attention to taste-makers using platforms like Pintrest and ThisNext to get their social window-shopping fix. Of course not every shiny new social media site is worthy of your investment, but the point is to go beyond the familiar to explore these new avenues, and then figuring out how to integrate them into your social commerce strategy.

#4 - Keep a much closer eye on competitors.

In this digital “crazy age”, disruption is happening everywhere you look. A few wrong decisions (or lack of decisions, for that matter) can easily turn into a prime opportunity for hungry competitors. Even once-darling brands like RIM and Netflix have fallen prey, left wondering how things have changed so much and so quickly. With so much innovation, companies can no longer afford to rest on their laurels and must compete like challenger brands to survive. The evolution of digital marketing and advertising has, in many ways, leveled the playing field. Smart companies who are investing in new online marketing tactics and ad technologies must assume the same of their competitors. As such, competitive tracking and monitoring should be an integral part of your strategy.

#5 - Anticipate and prepare for change.

The start of every new year is rife with predictions, especially when it comes to technology. Which startups will fold? What devices will come out on top? At this time last year, iPads didn’t exist yet. What future tools and technologies will shape our marketing and advertising decisions? These are the types of questions businesses need to consider when formulating their marketing plans and allocating budget. We cannot predict exactly what the future will bring, but we can make informed preparations. Keeping up with technology news, marketing statistics, and regularly reviewing search and social analytics to understand how your own efforts are impacted will be critical to success this year. If you expect to continue the status quo, perhaps it would be best to just check your expectations at the door.

Fasten your seat belts-2012 is going to be a wild ride!

 

 

Comments(1)

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1. The article is just superb. You have mentioned all the points in a proficient manner.The era of digital marketing has already been begun and it is a highly efficient process. Which will bring more profit for the business owners no matter how huge or tiny your business is? It works for all in a same way. Digital marketing is the process of advertising or promoting your business or brands through the help of digital media.

     Comment by Robert Smith — January 7, 2012 @ 7:39 am

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