As marketing continues to evolve and more firms expand their reach into newer channels, managers will also be looking at ways to integrate and unify their efforts. During 2009, budget constraints forced many marketers to slash spending and cut entire programs. Industry watchers expect budgetary pressures to continue in 2010 but there may also be a fresh focus on efficient integration.
Here are a few of the top integrated marketing 2010 trends predicted by Judy Franks for Marketing Daily along with some of her cautionary comments:
- Marketers may cut out a specific channel entirely: Franks warns that a “wholesale cut” to a channel such as print could negatively affect a carefully designed ‘integrated, multichannel mix’.
- Marketers may find more data can lead to less understanding: Data is flowing from multiple sources and constantly changing. It will become more difficult to apply the pool of data to “integrated channel planning”.
- More marketers will jump into social networking: As companies watch their competitors’ strategy, they will make the classic mistake of employing social networking as a marketing tactic rather than allowing the brand to develop organically.
- Marketers will focus less on the traditional 18–49 demographic: As more information becomes available and it becomes easier to target niche consumer bases, it is less effective to mass market to a traditional demographic that contains multiple sub-groups.
- Marketers will see more blurring of screens: Consumers have more options than ever to view content live or delayed and on fixed or mobile screens.
All of these factors will come into play as marketers face the challenges of pitching their products and services to consumers who will have more access to competitive intelligence in 2010. Companies that excel in integrating their marketing programs stand the best chance of reaching consumers in more places.[Source: Franks, Judy. Top 10 Integrated Marketing Trends for ’10, MarketingDaily, 11.27.09]