5. proliFeration anD aDoption oFother online Channels persist
Marketers are aced with a dizzying array onew channels - mobile (messaging, websites,apps), rich media (video, podcasting, gaming),social media (microblogging, social networks,user generated content), and more. Tacticsare nascent, success is hit-or-miss, andcampaigns are not well integrated with othermarketing eorts. Despite these challenges,the opportunity to eciently and eectivelyreach and engage customers is undeniable,and marketers continue to experiment, test,and adopt emerging channels. In act, a veryhigh proportion (84%) plans to use emergingmarketing channels over the next year.
6. MoBile Continues its MarChtowarD greater signiFiCanCe
Interest in mobile marketing has exploded,driven by the tremendous success o andmedia buzz around Apple’s iPhone andGoogle’s introduction o Android. As smart-phone adoption grows, mobile marketing willexpand beyond mobile messaging, and makemobile email, mobile websites and mobileapplications viable channels in which to con-duct marketing. In act, over one third o mar-keters (36%) are already conducting some typeo mobile marketing, and adoption will increasewith an additional 40% o marketers indicat-ing plans to incorporate mobile marketing. Thecombination o new devices, aster networksand new location-aware technology, will uelthis steady march toward greater signicance.
7. Marketers Continue to nurturesoCial MeDia
Sites like Facebook and Twitter have had ameteoric rise rom obscurity. Marketers ndthemselves thrust into a world where they haveto share control over their brand with consumers.Blogs, product reviews, and other social mediaare mixed with marketing messages to shapeconsumers’ perception o company brands. Ascompanies pinpoint the specic social tacticsthat work best to engage their customers, theywill expand their social media participationand continue to nurture a wide variety o socialmedia tactics.Today, roughly hal o marketers (47%) arealready using social media or marketing. Almost another quarter (23%) plan to use it thisyear, with high expected usage across mostsocial marketing tactics that extend the reacho brands and reinorce company messages(e.g. viral content/word o mouth, user generatedcontent and voting eatures/product reviews).Third party social network sites like Facebook,myspace and blogs are already mainstays inmarketing mix. While marketers rely heavily onthese proven channels, they are also nurturingmicroblogging sites like Twitter.
8. weB analytiCs uniFies onlineData aCross Channels
In 2010, web analytics will ocus on integratingcustomer data rom the web, search, mobile,and social measurement. 88% o marketers arealready using or planning to use web analyticsthis year. The penetration and ubiquity o webanalytics make it the logical point to integratecustomers’ proles across multiple onlinechannels.
9. it BottleneCks Drive aDoptionoF on DeManD Marketingsolutions
67% o marketers complained about IT’ssupport or marketing’s technology needs.Marketers identied this as the number onetechnology bottleneck. Thereore, in order todeliver on the promise o these new channelsand integrated marketing analytics andexecution, marketing solutions will be adoptedon demand. On demand or Sotware as aService (SaaS) solutions enable marketers topersonalize their campaign without continualdependencies on IT, high costs, unacceptablecomplexity, or dicult custom integration.
10. online Marketing suites BriDgethe gap Between analysis anD aCtion
The multitude o online channels is leavingmarketers adrit in a sea o data. Web analyticstools are helping marketers measure peror-mance across a multitude o online channels,but converting this into actionable adviceremains challenging. 94% o marketers saidturning data into action is a key problem,ranking this issue higher than all others.
Jay Henderson is a directoron the Product Managementand Product Marketing team atUnica. He is responsible orUnica’s market analysis,customer insight, and industrymarketing unctions. Hendersonhas over teen years’ experiencein marketing at both early-stageand well-established companies.Prior to joining Unica, Jay ranmarketing at text mininginnovator ClearForest, whosetechnology, ater being acquiredby Thomson Reuters, nowpowers the Open Calaissemantic web initiative.Jay holds a BS rom MIT’sSloan School o Managementand an advanced degree romthe Sorbonne (Paris IV).