Trends: Marketing on the Move
DMM: Below is a snippet from Entrepreneur Magazine about marketing trends. Admittedly it’s not a brand new article – but it was news to me. I figure the word probably hasn’t filtered out to everyone – so there may be some news value for you. As a woman, home-based business owner it’s important to use your marketing dollars wisely. Bear in mind, it’s important to do something even if it’s not perfect – rather than nothing at all.
According to the Mobile Marketing Association, by 2009, 89 percent of brands will use text and multimedia messaging to reach their audiences, with nearly one-third planning to spend more than 10 percent of their marketing budgets on advertising in the medium. As phones with video capability become more prevalent, expect more rich media marketing options. Plus, now that mobile phone service providers are dipping their toes into the credit card pool–soon your phone or PDA may make plastic obsolete–customers will be relying on these devices more than ever.
“There are some low-cost mobile marketing onramps for small businesses,” says Kim Bayne, author of Marketing Without Wires. “Businesses can implement opt-in text messaging services and coupons with their loyal customers. We’ve already seen local restaurants send the day’s specials to nearby lunch patrons. The cost is fairly low, and it can be done from a PC, without involving a pricey service provider.”
“Think globally, act locally” is now the mantra for entrepreneurs advertising online. Online ad spending is up as much as 33 percent over last year, says David J. Moore, chairman and CEO of digital marketing firm 24/7 Real Media Inc. in New York City. Google launched a new local advertising program linked to its map service and AdWords program, allowing businesses to drive some of Google’s traffic to their brick-and-mortar locations.
“[Entrepreneurs] should pay attention to any targeting that allows them to increase advertising efficiency by reaching users in their particular geographic area,” says Moore. Online ads are also migrating to podcasts and blogs, where advertisers can reach very specific niche audiences. And with increased access to broadband and the falling cost of video production, Moore foresees a rise in online video ads for businesses as well.
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