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SIGHTINGS
A LOOK FORWARD:
5 Marketing Ideas for 2011
 
2
ANTHem’S TreNdS for 2011
5 mArKeTINGIdeAS for2011
This year, while the world re-awakens from its economicslumber, consider howyou make decisions, takeaction, and interact withyour consumer  fromtouchpoints to pricing.Marketing itself requiresinnovative thinking. 2011 isthe year.
 
3
ANTHem’S TreNdS for 2011
1 Build focus and exibility.
With the world around us changing so quickly, it’s difcult to create business and marketing plans that don’t seem as ifthey are being re-written every other week. In such a situation, how do you make progress? As is often said, the rst step is
acknowledgement and acceptance. The second is building plans that have a long-term focus in mind - the end game - coupled
with a degree of exibility. You need to know what parts of your plan are xed to keep you on the road to your vision and which
can change on a dime. Build this into your planning and into your everyday management of the business.
2 Follow your consumer.
Today there are more tools than ever to get close to your consumers and develop an intimate understanding of them. Using
online tools and social media, you can “follow them,” per se, to understand their methods of communication, inuences, andmotivations to purchase. Instead of coming at marketing expecting consumers to follow our brands, in today’s age it would be
more powerful to follow them, to understand their “path to purchase.” Understand what triggers their purchase journey and
understand what touchpoints are inuencing them along the way. With so many touchpoints at our disposal these days, byfollowing your consumer you can nd the critical paths along which to create dialogue and rich brand experiences.
3 Unpack the story.
When doing marketing planning and developing integrated plans, think about a campaign as if you are telling your consumer a
story. It’s like unpacking a box. What’s the outside - the rst thing you want them to encounter and what will get them to takethe next step to learn more? What’s the next interaction - how does that further build the story? And, because you can’t control
where the consumer goes, think through the elements of the plot that can make your brand and the story cohesive wherever theyturn.
MARKETING IDEAS
4 Use numbers wisely.
Data analysis should denitely be a part of business and marketing and can help us make critical decisions, from who to
target to where and how to optimize our marketing spend. But don’t put all your eggs in that basket. Business leaders need toaccept that numbers can’t make all the decisions for them and that building good, solid insight for decisions of judgment is
just as important. With a lot of marketers focusing on more numbers these days, we’d like to just wave a ag of caution and
acknowledge that judgment will always come into play.
5 Discover the new era of pricing.
With all the technologies at consumers’ ngertips to check and compare pricing while shopping online or at the shelf, the world
of pricing is going to change. What strategies are retailers going to deploy to create competitive advantage? Will it get beyondEDLP? What are the implications for the manufacturer and your pricing strategy? Does it allow companies to take some of thepricing power back that has been in the retailers’ hands for so long? The point here is - the pricing landscape is changing. Thisis the year to learn about the implications and develop new strategies of your own.
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