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Tuesday, August 4, 2009

In This Issue

Through the Editor’s Window
Feature

5 Recent Marketing Trends

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Through the Editor’s Window

Hi regular readers, welcome new readers,

Welcome to August. Can you believe how time flies? Summer’s almost over and we’re headed slowly but surely into the holiday season. I know we still have a couple more months but hey, we’re getting there.

S is it too early to start preparing for the year-end business peak which hopefully will happen for us this year. Goodness knows how stiff competition has become since many of those who’ve lost their jobs or are cash-strapped have turned to online businesses.

Anyhow it’s good to start promoting early or to at least start thinking about it early. So I’m going to leave my my Summer Special on for a while longer for those of you who are interested.

The deal is when you buy 1 solo ad in either of our ezines, G3 Ezine or Minute Chaser, you get 1 solo ad run for free in the other ezine. It works out to be only pay $10 per solo going to 3300+ readers. Ads will be run on a first come, first served basis.

Thank you so much for staying with us. I hope you find this issue useful in your business. See you next week !

Clair

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http://Go-GetGlobal.com

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Feature

5 Recent Marketing Trends

by Jaime Brugueras

Marketers face some tough choices in these challenging economic times. How much of their budgets should they devote to new advertising options such as social media? Is this a time to cut back on marketing budgets, or should marketers spend more to compete for scarce consumer dollars?

A recent marketing survey conducted by Adweek provides some useful insights into what experts in the field are thinking and doing right now. Participants were given a menu of responses to the question, "How will the economic downturn most affect advertising?"

The response chosen most often (by 30% of participants) was that marketers will "use better targeted ads to improve return on investment." A smaller number (22%) said that advertisers would spend less. Apparently most people in marketing believe that cutting back on advertising is not an appropriate way to respond to difficult economic conditions.

The Shift to Online Advertising

The survey results also showed a strong interest in Internet advertising, with 23% of participants saying that the most important marketing trend is that "the shift to online would accelerate." Another 15% of participants believed the most important trend was that "ads will follow traffic to social media."

Despite these results, online advertising still represents a fairly small slice of the advertising pie. According to the latest figures from Advertising Age, Internet advertising receives only about 10% of advertising dollars, compared to more than 40% for all types of TV advertising.

The research service eMarketer predicts that Internet advertising will continue to grow at a steady rate, and by 2013 will represent 15% of total spending.

What Marketing Execs Are Saying

The consulting firm Anderson Analytics recently surveyed members of the Marketing Executives Networking Group to learn what they considered the top marketing trends for 2009. More than half of those surveyed thought their budgets would decrease because of the ailing economy. Survey results focused on these five trends:

   1. Insight and innovation are more important than ever. Participants cited the need for more effective market research to communicate the right message to the right customers.

   2. Customer satisfaction and customer retention were cited as the two most important issues for marketers, followed by return on investment, brand loyalty, and segmentation. Apparently marketers are focusing more on keeping the customers they have than on finding new ones.

   3. There is less interest in environmental issues. Global warming fell significantly as a topic of interest to marketers. "Green marketing" also lost ground. Marketing executives seem to feel that in tough times these topics take a back seat to economic concerns.

   4. Marketers are "sick" of hearing about social media. Although marketing executives recognize that social media have become extremely popular, they seem to think they have been over-hyped, at least in terms of their marketing potential.

   5. Boomers are still the most promising target for marketers. Baby boomers may be getting gray, and many are retiring, but they still represent a vast, lucrative market. Some are tech savvy and some are not. The challenge for marketers is to choose a medium and a message that will appeal to such a large, inherently diverse group.

-----

About the author:

Jaime Brugueras, Ph.D., is founder of Mineful.com, a market research and analysis software that caters both the powerful and occasional user. Mineful's web-based software tools cover a range of marketing applications from data collection to advanced market analysis including segmentation, survey research, and predictive analytics. Sign up for a FREE unlimited time trial at http://www.mineful.com

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