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 3 - Tap Into the Wisdom of the Crowd. Put Consumers in Charge.
To charge up consumers, put consumers in charge.
Source Ideas from EVERYWHERE – especially your consumers.
With digital technology, she now expects to be radically involved with you and
your brand. Moreover, this consumer knows what she wants, and she WILL NOT
COMPROMISE. So, open it up.
- MasterCard Priceless campaign – Through
their website, MasterCard invited consumers to submit their own “priceless” moments.
- My Starbucks Drink - More than 15,000 for cappuccino
drinks alone. Research & Development being done for free by consumers.
- Threadless T-Shirts – People submit
artwork, crowd votes on what’s good and can purchase.
- Google- There isn’t a team of creatives employed at Google to create the changing Google homepage artwork. Rather, Google holds contest “Doodle for Google” and people submit their own artwork. This reinforces the brand, and removes the need to pay a creative team.
Thursday: Think Like A Publisher. Create Content. Not Ads.
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