Marketing Predictions Emphasize Newer Formats and the Economic Downturn

Influenced by economic conditions; the growth of newer, faster and better modes of communication; and changing personal tastes; marketing styles and techniques develop and evolve. Those who participate in the creative world of marketing must keep their collective finger on the pulse of the community in order to effectively reach target audiences.

The Business Monthly asked several local marketing professionals, "What standout marketing trends do you see in 2008?" Here are their answers.



The strong, smart and positive will prevail. In 2008, the biggest marketing challenge is going to be to conquer fear and stay the course. In my opinion, we will continue being exposed to a play-by-play on the highs and lows of the economy. And, if you're with a company that internalizes the fear and negativity that the media bombards us with every day, your business is going to suffer.

This is not to say that you should live in a fairytale and ignore the realities of what is going on with our economy. By all means, it makes sense to take a hard look at expenses and cut the fluff. But this does not mean you should stop marketing. In fact, you should be marketing harder, smarter and more strategically than ever - and you should not wait until your business drops significantly before you decide to pick up the pace.

As a visionary marketing professional with a perpetually positive attitude, my recommendation is to develop a vision of where you would like to see your business come January 2009, while keeping in mind that we may be heading for a bumpy ride economically in the upcoming year. Where can you find your lowest hanging fruit in terms of new business? Are you doing all of the things necessary to cultivate this business? If not, what should you be doing? Break it down into a step-by-step plan and garner the forces to help you make it happen. Then, stay the course - and stay away from the negativity in the news.

-Kathy Floam

President and Creative Director

The Pomerantz Agency





One-to-one marketing is my pick for the stand-out marketing trend of 2008. It lets businesses reach clients and prospects on a personal level but with the economy of mass marketing. Today's computerized databases and web capabilities make data capture so easy. At its most basic level (personalization), one-to-one marketing is proven to increase response rates.

Imagine the impact of a versioned piece that varies graphics and text for different market segments. Now a homebuilder can send out a mass mailing that has different pictures depending on the recipient's interest in a townhome, single-family home or luxury estate in the city, suburbs or countryside. No more one-size-fits-all marketing. Studies show, if it's personally relevant, it registers. In a marketing world of differentiate or die, one-to-one marketing is the answer.

-Janice Tippett

President

Millennium Marketing Solutions

2008 promises to be a challenge for creatives. Clients will continue to be wary of the economy while potentially limiting marketing budgets, so the most successful marketing solutions will be those combining cost savings and innovation. Marketing firms will provide even more value to their clients, improving and expanding upon services.

Sound web marketing, in particular, will soar to limit print production costs. Unlike the banner ads of old; flashing, dancing babies; or Facebook and its spinoffs; the standout marketing trend in 2008 will be sophisticated, measurable, business-based web marketing.

Another marketing trend on the rise will continue to take hold in 2008 - the greening of the professional landscape. Many businesses have already introduced recycling and sustainable policies within their corporate culture, but 2008 will see an almost universal embracing of these practices, as businesses recognize the value.

-Karen Carpenter

President/Artistic Director

eCity Corporation





A repurposing explosion: A few may need to know what repurposing is. Simply put, it is to use or convert for use in another format or product. Currently it is mostly the transformation of information in a text created form for print to a form better suited for use on web sites; also the conversion of those books ... to a CD. Due to the rapid acceleration of technology, 2008 will see massive repurposing of information, not just from print to web, but also to online and e-mail videos and audios, iPods, YouTube, displays, blogs, PowerPoint presentations, cell phones and unannounced new things this year that may be right around the corner.

The challenge is how to best perform this art of transformation. One, of course, is to learn to do this better yourself or, as a businessperson, to outsource your information to an experienced talent to do these multiple avenues of communications all from one place. Today, a properly set up computer is capable of containing all your complete text, images and sounds. From there, many various forms of your information to all these modes of media can be pumped out in the hands of well-trained and talented "repurposers" (a new word). This oncoming phenomenon in 2008 will be the best thing that is happening for branding as we know it.

-Jay Williams

President

Jay Williams Design Company