Eight Marketing Changes You Can't Ignore

June 29, 2010
KEYWORDS ipad , marketing , media , service , social
/ PRINT / ShareShare / Text Size +

5. ‘Mobile marketing’ simply becomes ‘marketing’

As more consumers spend more time connected to the Internet and to each other via portable devices, mobile’s distinction as a unique, specialized communications channel dissipates. It simply becomes the dominant way we interact with brands beyond the physical world.

More consumers will interact with your brand on a smaller screen, not at a desktop or even on a laptop computer. “Marketing” will concentrate on reaching people where they are and optimizing the experience for whatever screen size the consumer is using.

Mobile is less about being a channel and more about when, where, and how people experience and communicate with your brand.

6. Marketers become software developers

Consumers increasingly experience brands through technology—whether your Web site, mobile application, social network, kiosk, e-mail interface, or interactive vending machine.

Having experienced a number of cool apps on my iPad the last few months, I’ve become convinced that the tablet’s larger screen will transform apps into one of the predominant channels that consumers will use to engage with brands.

I’m not suggesting that marketers will be writing code. They will, however, evolve into “product developer/managers,” scoping out potential marketing-centric applications and managing their development, launch, and lifecycles.

7. The chief marketing technology officer emerges

More companies will grasp the technology challenges and opportunities I mentioned above and hire a senior-level manager (the “CMTO”) to oversee all technology-related aspects of marketing and help marketing, e-commerce and IT/MIS work together more effectively. (I suspect this position will not be C-level, but more commonly vice president or director level.)

As new channels emerge and the pace of change picks up, companies that don’t invest significantly in dedicated marketing-technology resources risk getting out-maneuvered by their competitors.

8. E-mail marketing: The killer app

With a seemingly never-ending flow of new marketing channels, and social media and mobile getting all the buzz these days, e-mail sometimes feels like the forgotten stepchild. In fact, e-mail is only getting stronger and more vital in its role as marketing workhorse.

Maybe e-mail isn’t sexy anymore, but it continues to deliver consumer value, brand engagement, cost savings, and revenue. However, a major shift is occurring, albeit quietly.

Consumers are using e-mail less for personal communications, relying instead on texting, tweeting, posting on Facebook, etc. But because e-mail has a strong permission foundation and gives users control over the in-box, it has become consumers’ preferred channel for communications with companies and brands.

Additionally, devices like the iPhone and iPad are actually enabling a better e-mail experience for consumers and making reading and engaging with e-mail fun again.

Finally, I believe we have reached the point where more companies simply do e-mail marketing better by moving to lifecycle and trigger-based messages that truly deliver on the promise of “right message, right time.”

Loren McDonald is vice president of industry relations for Silverpop in Atlanta. Contact him at 866-745-8767. This article is reprinted with permission. 

Post a comment to this story


What's Popular

Popular Stories

Recent Discussion

Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory ( will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

Your Say: Who should be Credit Union Magazine's 2014 CU Hero of the Year?

View Results Poll Archive