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Direct mail is making a comeback. We have seen a steady decline in direct efforts in the realty and credit card areas over the last 12 to 18 months. However, effective direct mail (for the right products) will once again take an active place in the marketing mix. Consumers are being inundated with electronic communications so marketers are trending to use direct mail in strategic ways to increase visibility.
Digital takes new front role in the marketing mix. While direct mail may be making a comeback for targeted efforts, marketers are seeing a big shift happening – a shift that will most likely continue throughout next year. Companies and organizations are now, finally, giving digital marketing channels precedence over traditional, analog media. Of course an integrated marketing approach remains key, but digital comes first, both in strategy and in budget. Social media will continue to increase in importance, and the use of items such as QR codes will continue to be explored as venues to target digital.
Mobile continues to impact how people interact with companies. Over the past year, mobile devices have led both technological and marketing innovation. Google states that 79% of smartphone owners use their mobiles to aid in shopping and 74% make a purchase as a result. Smartphones have revolutionised how we interact with content on-the-go and in 2012 the mobile device will continue to play a significant role. In particular, mobile devices could reinvent the remote control for connected TVs.
Inforgraphics is becoming more important in strategy formation. Infographics is the way we consume information. Analysis of consumer segments is becoming forefront in creating marketing strategies that are more efficient.