2009 was a trying time for many marketers but with the changing seasons, things are starting to look up. With the year coming to an end, we’re looking toward the new year and have compiled a list of Marketing Trends for 2010.
1. Consumer expectations are growing and they want more value.
Consumers got more for less in 2009 and will continue to expect the same in 2010. Smart marketers will develop approaches and methods to identify and capitalize on unmet expectations.
2. Brand differentiation is brand value.
A brand’s ability to differentiate themselves from generic competitors as the recession recedes will continue to provide value in true ROI terms - sales and profitability.
3. Transparency and authenticity will continue to be critical for brands.
The recession weeded out weak competitors and in 2010 consumers will continue to scrutinize the transparency of companies, the authenticity of brands and their claims.
4. Consumers continue to shape brands online.
Online conversations and communities are alive and growing. Consumer reviews and comments can extend trust /distrust to brands if the communities are authentic. These conversations are happening everyday – with or without the brand’s involvement.
5. Consumer engagement has become table stakes.
For the past few years, companies have been told that best practices included engaging consumers in two-way dialogues. For 2010, consumer engagement has now become table stakes.
6. More companies will join in social media conversations.
Online brand dialogues outside of company controlled outlets will continue to increase. According to a recent study by Deloitte (Tribalization of Business) 94% of businesses will continue or increase their investment in online communities and social media. Look for more companies to use Facebook Connect, become members of LinkedIn and to send tweets on Twitter.
7. Whether or not 2010 is the year of the Mobile, wireless communications are becoming more important.
There were numerous discussions on how 2009 was supposed to be the year of Mobile for commerce and advertising, and then more discussions on whether that came true or not. Regardless, mobile is a channel that should not be ignored by marketers as consumers have already texted in their vote.
8. ROI will remain top of mind.
With signals that the economy has come out of the recession, previously slashed marketing budgets may receive more funding, but not without justification. Executives will keep their eyes on the bottom line and scrutiny will remain on ROI and the tracking and analysis of results.
