10 Smart Marketing Tips for 2012 and Beyond

Is your 2012 marketing starting off with a bang... or with a whimper? Have you taken an honest look at your marketing strategy lately? As technologies change and methods of communication evolve, marketing campaigns need to be diversified for optimal results.

Here are some smart marketing tips to help get your 2012 off to a productive beginning - and carry momentum throughout the year.

1) Social Media

A recent comScore report found that social networking accounted for nearly 1 in every 5 minutes spent online globally in October 2011, ranking as the most engaging online activity worldwide. In 2012, social media is going to play a big role in B2B marketing. Have a sound strategy in place before you set up your brand's social networks. (If your company has yet to establish a social media policy, make that your priority this year.)

2) Mobile Marketing

If you're spending more time on your smartphone than on your desktop, you're not alone. By 2015, more people will access the Internet via a mobile device than through traditional desktop Internet access. Visit your corporate website on your smartphone. If you find yourself feeling frustrated with the navigation, now is a good time to optimize your website for mobile viewing.

As mobile marketing continues to grow, consider utilizing QR (Quick Response) codes in your marketing to immediately link to videos and dynamic web content.

3) Video Content

As the web moves mobile and becomes more interactive, an increasing number of companies are incorporating video content into their marketing mix. According to comScore Video Metrix, 184 million U.S. Internet users watched online video content in October 2011 for an average of 21.1 hours per viewer. Video ads accounted for 14.9 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.

With Google's ability to index videos, video content is another way for your brand to be found in Google's search results. (YouTube, which is owned by Google, topped 1 trillion views in 2011!) Adding video to your website can be an effective way to engage customers with your brand. Consumers exposed to a YouTube homepage ad are 437% more likely to engage in a key brand activity on the same day than those unexposed.

4) Direct Mail

According to Epsilon Targeting's 2011 Channel Preference Study, 60% of U.S. consumers report an emotional boost from receiving direct mail, noting they "enjoy checking the mail box for postal mail." In many categories, including financial services information, direct mail continues to serve as the channel of choice and most trusted for receipt of marketing information. Personalize your next direct mail campaign by hand addressing a plain white envelope and attaching a real stamp.

5) Engage the Senses

We all learn with a combination of senses, such as seeing, hearing, and touching something for the first time. But for most people, one sense plays a more dominant role in remembering the information presented. Consider these differences when creating your marketing materials and programs. Visual learners will respond more to colors and creative designs, while auditory learners prefer to hear things and respond well to in-person presentation or watching videos. Interactive marketing, such as social media, would appeal to kinesthetic or tactile learners who like to touch, feel, and experience doing things firsthand. To connect with customers on an emotional level, engage a sense other than sight in your next marketing piece. Try using textured paper or multiple flaps that invite the prospect to interact with the piece.

6) Planning

In this highly competitive environment, it's more important than ever to create a solid marketing plan so you have a roadmap navigating you through the murky waters of uncertainty. But don't hesitate to change course as the need arises. Step back and closely examine what's working and what's not. You don't have to constantly reinvent the wheel, but take time to reassess and revise as needed.

7) Lead Generation

New leads are harder to come by and, often, slow and steady does win the race. Use email marketing to nurture new leads that may not be ready to buy immediately after being contacted. It can take time to build trust with a new customer. Taking the time to nurture new leads will benefit you in the long run.

8) Relationship Marketing

Relationship marketing is a way of cultivating bonds with your repeat customers who are your best source for referrals. In a digital world saturated with information, it's more important than ever to keep the customers you have loyal to your business. Touch base with an e-mail, or pass along an interesting article. These simple steps can remind your customers that you're thinking about them, even when you're not engaged in a project.

9) Branding

Branding means more than having a company logo, but that the logo is the starting point. Does your company logo successfully tell the story of your company or product? If not, it may be time for a redesign. 

10) Outsourcing

Does your marketing department have limited human resources but unlimited goals? While your company's marketing staff may be well-versed in a few areas of marketing, expertise in other areas takes time and training. A smart solution is to contract with an outside marketing firm like Malouin Marketing. Outsourcing gives you access to experienced marketing professionals without incurring the costs of a full-time employee.

If you need assistance with any of these areas, contact Malouin Marketing for a free consultation!


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Malouin Marketing
2110 Artesia Blvd., #356
Redondo Beach, CA 90278
(310) 880-7890

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