Wednesday, January 4, 2012

Key marketing trends for 2012 (part one)

As the New Year is here, you may be wondering what key marketing trends you should get involved in to boost lead generation in 2012.

That's because marketing is one of those sectors that is constantly evolving as new technologies develop and people find themselves engaging with digital data in innovative ways, such as through smartphones.

Let's take a look at some of the trends that are set to be important this year:

Branded Advertising
One big marketing trend for 2012 is set to be advertising that benefits those who see it rather than traditional advertising on mediums such as TV.

Such is the prediction of Chris Gorell Barnes, chief executive officer at Adjust Your Set, who was writing on the Econsultancy blog.

He explained that people, including B2B buyers, want advertising that contributes to their quality of life, meaning online marketing will be big news next year.

Instructional demos, product innovation and your Corporate Social Responsibility strategy, which means running a company so it doesn't have a negative impact on the environment, stakeholders and the public, should be a focus in 2012 in order to boost lead generation.

This also means there will be a greater focus on pictures and images over words, with Cisco predicting that online video will account for 90 per cent of all internet traffic within the next three years, leading us to the next trend.

Video Marketing
You can also employ non-traditional advertising in the form of online video marketing, as you can provide demonstrations of your products and how they would benefit a B2B buyer.

The amount of money spent on video advertising increased by double-figures this year, with a further rise in budgets expected in 2012, according to a study by Break Media.

It found that 68 per cent of marketers intend to boost their online video marketing budgets in 2012, suggesting brands are seeing this channel as beneficial in terms of sales and new clients.
Mr Gorell Barnes revealed that another key marketing trend for 2012 will be mobile.

He wrote: "Smartphones have revolutionised how we interact with content on-the-go and in 2012 the mobile device will continue to play a significant role."

Smartphones are gaining ground in the UK, US and even Japan where the majority of owners are male aged under 35, according to Comscore.

This is an ideal demographic for you as these people can be involved in the buying process at a B2B firm so mobile marketing is also a great channel for lead generation.

What marketing methods are you planning to employ in 2012?


  1. The first trimester of the year hasn't even ended yet, but these marketing trends are definitely hitting the airwaves. Yep, video marketing is gaining popularity. I won't be surprised if more brands will consider placing this platform in their business process.

    1. You're right, Kevin. Video marketing is definitely gaining popularity. As of today, I can see a lot of businesses posting their marketing videos along with their services in social media sites. But it is not yet that effective, because some companies thought that posting videos is enough; they didn't know that their videos must be entertaining and informative to successfully hook their target audiences.

  2. I totally agre with you that the Brand advertising is getting more popular these days on the World Wide Web!

  3. “That's because marketing is one of those sectors that is constantly evolving...” Good point. This is why it’s important to continuously revamp one’s strategies in marketing, especially those that involve using the Web. In addition, there should be a conscious effort to improve one’s marketing approach or to even introduce a new trend.

    Norbert Floth

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