With Q410 starting, so does the planning in terms of evaluating how effective your marketing was in 2010 and what the plan will be for 2011.
Three key steps:
1. Evaluate the Return on Investment from 2010 marketing efforts.
Much can be learned from all that has been done correctly, but a lot can also be learned from areas where the efforts may have been lackluster in terms of performance and customer satisfaction.
Some tips include creating a marketing dashboard that is made up of your marketing efforts for your small-medium business (SMB) and or large organization. To assist you in this step, check out, How To Create Your Marketing Dashboard in Five Easy Steps, which offers some quick tips to get you started.
2. Evaluating whether your marketing organizations and or efforts were siloed or integrated?
One of the common errors evaluated in SMB's and Enterprise organizations is the lack of integration of marketing efforts. For example, if you were looking to leverage social media as a marketing tactic, perhaps by creating a business Facebook page, how would this be tied in to your branding and overall message and perception you would like for your customers (target market) to have of your brand? How would your marketing campaigns be tied into your brand and your Facebook strategy?
Bottom line, your marketing efforts should be integrated for consistency and simplicity of your message.
How did you do on this for 2010?
3. Know what is trending for 2011.
According to Forrester research the article, US Interactive Marketing Spend, 2009 To 2014, the top three areas in the coming years that will grow are:
2011: 1. email marketing, 2. social media, 3.mobile marketing
2012: 1. email marketing, 2. social media, 3.mobile marketing
2013: 1. social marketing, 2. email marketing, 3. mobile marketing
2014: 1. social marketing, 2. email marketing, 3.mobile marketing
Ensure that you evaluate your target market, and remember as you do this that the economy has changed perceptions, so be aware of what is currently important to your target market(s) and apply them to the marketing tactics that are trending.
