I just came across these links and thought I’d share…
2010 Online Marketing Influencers: Trend Predictions in 140 characters by Trendsspotting http://bit.ly/876UgL
TrendsSpotting’s 2010 Consumer Trends Influencers http://bit.ly/7JPMmg
TrendsSpotting’s 2010 Social Media Influencers – Trend Predictions http://bit.ly/4OWZgV
Once you’ve done the hard work of qualifying your target market it’s time to refine your message and its goals and utilize the best media to reach that market. If you have a fully developed marketing plan or have advertised before you are likely to inherently want to stick with what you’ve done in the past. If you’ve been successful, great – continue on the same path. If you haven’t been able to measure your success or you’ve seen a decline is response – maybe it’s time to review some alternative media outlets or change the mix to reflect your changing customer base. There’s no harm in researching and trying out a new medium that you’ve never thought of using in the past. For example, social networking is the latest trend in communication yet many are not familiar or comfortable enough to make that leap.
Current statistics show an increasing pull toward digital media and away from print for younger audiences. Young adults have grown up enjoying the benefits of instant access to information and entertainment. Mature audiences on the other hand continue to value print as a demonstrated reliable source of information. It is in your best interest to weigh the benefits when choosing between digital and print media or when configuring the mix using both. Today’s businesses no longer have the luxury of relying on subjectively chosen media outlets. Just because you might prefer one over the other is not going to guarantee the best return on your investment. A lack of knowledge or expertise in applying a new venue to your marketing plan is no excuse for ignoring current trends and a new vision in approaching your customer base.
Once you recognize who your market is and how they receive information it will make the job of developing a media plan easier to conceive and hopefully result in a profitable outcome. A balanced approach to communicating with your target market will require a complete understanding of which media your market is drawn to and then determining your voice when using that preferred media. Every outreach to your audience is an opportunity to build your brand and reinforce who you are and what you offer, what makes your product or service different and relevant to their needs, and where you fit amongst your competition. The greatest impact will be achieved with a consistent dialogue utilizing the available media that is proven to connect with your customer base. Continuity in your message and presentation are vital. Make sure you are representing your business or service in the same way throughout each venue. Stick to your core values and find ways to reinforce how they positively impact a potential customer.
Each media choice requires a specific creative product. Unless you are comfortable with your knowledge of the skills required to develop those products it would be wise to acquire the services of a professional. Trained design professionals will help you define the problem and envision your desired outcome. They can help you define your approach and give you the needed support while seeking information and potential solutions. A design professional will help you make the tough decisions along the way and work as part of your creative team. Focusing on each specific media choice they will assist you in shaping your message to match the media. The benefits of working in this team effort are clearly demonstrated in a streamlined creative process that results in a product that is both professionally produced and more likely to attain the goals you’ve set in your marketing plan.
