Tag Archive for Marketing

Five Surprising Marketing Trends for 2013

media literacyAccording to experts at Forbes.com, there is an overwhelming confidence that this year we will see a departure from the usual, predictable trends in small business marketing in favor of some refreshing, changes. Here’s a peek at what is predicted in terms of small business marketing:

Smarter social media
Small businesses should become confident and adept enough at social media integration to pick specific platforms that make the most sense for their business. The reality is not all social media sources are perfectly suited to every industry. This year businesses should decide which platforms are the most worthwhile places to reach their audience, thus hopefully seeing greater returns as a result.

Simplicity will reign supreme
2013 is likely to be a year where the most successful marketing strategies will be ones that are not only simple in nature, but promote goods and services that serve to simplify the consumer’s life, or even just their customer experience.

Campaign-based marketing will take a break
As a marketing strategy, campaigns are great. However, the problem with focusing on a tactic that involves a set group of marketing activities and processes centered around one theme is that it operates on a company-based timeline. Ultimately, this neglects to account for the timeline of the customer, which is, at this point, almost entirely real time. Up until now, companies have been progressively integrating social media and real time customer engagement as a supplement to campaign-based marketing. It’s predicted that from here on out, real time marketing, through social media and websites, will be the focus.

Marketing will be more tied to revenue generation
A recent study by Fournaise Marketing Group cited 73% of executives do not believe that marketing significantly ties to creating revenue. 2013 will be the year everyone catches up. Instead of just measuring lead generation, marketing’s worth to a company will start being weighed against sales growth. This could entirely change marketing’s key performance indicators, which, ideally, will lead to a more effective marketing department altogether.

Mobile will get its due
Last year, more people purchased smartphones than PCs but only 20% of small businesses include mobile strategies as a fully integrated part of their overall marketing plan. If nothing else on this list comes to fruition, count on “mobile” being a bigger, bolder line item on every major marketer’s strategy this year.

Best Times to Send Email for Opens and Click-Throughs

Email marketing software provider GetResponse analyzed 21 million messages sent from US accounts during the first quarter of 2012. To find out what times during the day are best for email opens and click-throughs,

The study found that 23.63% of all email opens occur within the first hour after delivery. Within the second hour after delivery, the results drop by half.

The top engagement times for email are as follows: 8 AM to 9 AM both for opens and click-throughs; and in the afternoons, 3 PM to 8 PM for opens, and 3 PM and 4 PM for click-throughs.

Time zones have also been considered: Email marketers should keep in mind local times and work routines around the world, and stagger their mailings accordingly, keeping in mind the best times of day for engagement, according to GetResponse.


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