Evolve CommunicationsArticles by: Daniel

Posts By: Daniel

Five things that need to DIE in 2012

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There are a number of things wrong in marketing today. Or rather there are a number of things that marketers do that have little relevance or impact–long term or otherwise. Some started off as a “best practice,” which means that they were dated and over-used as soon as they became a “best practice.”

So, here’s our list of things that we’d like to see die in 2012.

  • Blog posts made of lists. Yes, we know this is a list. Call us hypocrites, that’s ok. Quite honestly, this was the easiest way to make our case. Too often, marketers use lists as eye-candy. They’re effective for attracting views and links, but they’ve become completely over-used and a substitute for real conversation and substance. Hopefully, we’ve been able to transcend that in this list.
  • Going through the motions. Speaking of lack of substance, too many marketers are so gung ho about leaping into social that they overlook activities that are substantive and offer any real value for their constituents. Let’s make 2012 the year where marketers stop going through the motions and take a good, hard look at their activities with the goal of creating real relationships with clients and other their audiences.
  • Gurus. Yes, gurus need to go away. Whether its social media gurus, a marketing gurus, or even dish washing gurus. The point here is that marketers needed to stop thinking in silos and start thinking in cross-disciplinary terms. Some might call this integration, but that’s not really enough, in our opinion. Cross-disciplinary, as we’ve always thought, means working on the edges and overlaps of disciplines, where far more interesting things happen, creating even more opportunities for innovation.
  • Social media automation. OMG! Does this have to stop or what? How many companies are out there linking up all their accounts and spreading the exact same content across every single network? It doesn’t even look good, especially when the posting parameters are different (such as a Facebook post that gets cut off on a linked Twitter account). Marketers need to invest the time to treat each individual network–and their connections on those networks–as the individuals they are.
  • Spreading links just to show “thought leadership.” This is such a common Twitter and Facebook tactic that it’s actually gotten old. Just because a company (or a person) tweets a link to an article with a smart headline doesn’t mean that they themselves are smart. The result is that there’s an utter proliferation of links that are just irrelevant clutter.  That’s not to say companies shouldn’t share links, but rather, they need to do them more judiciously. That, and they need to actually read what they’re linking to.

 


Top 2012 Marketing Trends and Predictions Roundup

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It’s that time of year again! Social media and marketing experts across the globe are trotting out their lists of prognostications for the coming year. There’s lots of great advice out there year-round, but somehow this time of year makes us all highly reflective. And there’s so much out there. We thought we’d take a few minutes to summarize some of what we’re finding and reading.

Marketing Profs: Top 5 Marketing Trends for 2012
  • Dealing with “Big Data”
  • Marketing automation leading to more complete customer profiles
  • Improved customer intelligence revealing marketing opportunities
  • A renewed interest in the customer lifecycle
  • Right-time multichannel marketing lets marketers sell what customers want, when they want it, how they want it
Social Media Explorer: FIVE SOCIAL MEDIA TRENDS FOR 2012 
  • Content Marketing (it’s amazing people are still talking about this as though it was just invented)
  • Social Media Influence makes its way into discussions in the c-suite
  • Increased integration between marketing, technology and data (i.e. mobile)
  • Legal crackdown on blogger giveaways
  • Social connections used for more than just measuring influence
B2C Community: Top 5 Inbound Marketing Trends for 2012 
  • The rise of personalized marketing as mobile and local collide
  • Faster real-time analytics leading to more agile marketing
  • More channels = more need for channel integration
  • More cloud services (SaaS) options for marketers
  • The unchained (mobile) consumer
eMarketer: 2012 Trends: Social Media Metrics Take Center Stage 

Only one big trend noticed here: Many marketers still don’t have a good sense of ROI that social is offering, but many are confident it will yield a result (eventually).

Social Meida Today: PR, Communication, and Marketing Trends 2011

Got a prediction for next year? Let’s hear it! Leave it in the comments or on our Facebook page.


Can Advertising Save Our Souls This Holiday?

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(Hat tip for the video to @mmmcdermott)

British retailer John Lewis thinks so. In this heart-warming holiday ad, the retailer turns the viewers’ expectations of greedy, present-hungry kids on its head and reminds us that the holidays should be about giving.

It’s a smart strategic move that’s bold in its appeal to our higher selves, especially when the National Retail Federation estimated that shoppers spent more than $100 on themselves over the holidays. And it’s quite common for holiday ads to play to our selfish interests–be they buying gifts for our loved ones or ourselves.

The lesson to learn here? Zig when others zag. And more importantly: Advertising can be shocking in a good way and still be memorable.