Out&About Marketing predicts 2 major areas in 2012 to keep an eye on
Another year has gone by us fast. As we approach a brand new year, I like to stop and think of what the immediate future holds for us as social media marketers and CMOs. In my opinion, we are going to continue to see social media, mobile, video and augmented reality take more of our time as consumers and marketers. Yet, the two most important areas to pay attention to in 2012 in my opinion are social media measurements and mobile web and marketing:
1. Social media marketing requires measurements. Social media continues to evolve, dominate time and demand budget increases. Although many marketers are still not sure of how to measure their social media marketing efforts, they continue to put more time and money into growing their online community. In 2012, marketers will demand more accurate measurements for social media marketing efforts and hope to start proving return on investment from spending time and energy on places like Facebook and Twitter. Rightly so, a marketer’s job is to measure how their activities move the needle and without proof of why this works, social media quickly turns into a waste of time. How are marketers currently measuring their social media marketing? This recent survey from eMarketer shows that fans and followers or size of network is still the number one measurement with 60% of marketers depending on fans and followers to prove their success. Personally, I’m a lot more interested in the qualified leads from social media, time spent interacting with the brand and the potential increase in sales attributed to social media.
The Econsultancy report “The State of Social Media 2011” noted that 41% of marketers surveyed had no return on investment figure for any of the money they had spent on social channels as of October 2011. This seems to me incredibly high for the time investment it takes to commit to social media. Start measuring your social media marketing efforts today and if you are not sure what or how to measure them, please, give us a call so we can help.
2. Mobile will continue to grow as smart phones are becoming more popular, apps are becoming more available and marketers are realizing that websites need to be mobile friendly for smartphones and tablets. The statistics are staggering when it comes to mobile marketing. A snapshot of important statistics from 2011 from Mobile Marketer shows the incredible rise in mobile and a trend that will continue to go up: