Mark Marinacci, Team Manager-Retail with Google (Chicago), recently offered five digital marketing trends while speaking to the Columbus chapter of the American Marketing Association.
"As a result of the recession and new digital tools, people's behaviors have changed forever," said Marinacci. "Searches for terms containing 'bargain' and 'price comparison' significantly higher.
"Yet, online business is the only channel continuing to grow," he added.
Trend 1 - Speed Trumps Perfection
We can no longer think in annual cycles. Once yearly marketing plans are valuable and should serve as a foundation, but should not be the only time of the year that we re-evaluate. If you do, the competition will outpace you in weeks or months. There is a definite first-mover advantage in digital marketing.
For example, Betty Crocker vs. Kraft.
In June 2007, Betty Crocker launched a recipe database for Internet users. It was rough around the edges; no images, but solid content.
In December of 2007, Kraft responded with a better, more powerful and design-intensive recipe database.
However, there are 159,364 users for the Betty Crocker website with 11,354 users for Kraft.
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