Five Trends Reshaping Multichannel Marketing

There isn’t a crystal ball on my desk or a psychic on my payroll. My trips into the paranormal are limited to following the political battles. But, every now and then, there are clear signs of things to come that require mentioning. This is one of those times.

Our marketplace is evolving. Local economic conditions affect world markets. We have to adapt or become extinct. Tomorrow’s successful enterprises won’t be the ones who are strongest, fastest, or most established today. Success belongs to the companies who have the ability to adapt quickly in a changing world.

Let’s take a break from talking about bailouts, declining markets, and gloom and doom economics to focus on the trends that are reshaping how we do business:

Marketing-As-A-Service

Consumers expect more from your marketing program. They want to control when, how, and why you contact them. If you don’t create a reason for them to need you, the marketing door closes…permanently. It has already started with CAN-SPAM and Do Not Call lists. Expect the limits to expand as more people join the green trend and push to prohibit direct marketing. Even if legislation isn’t enacted, there will be a backlash to unsolicited mailing.

If you establish your marketing program as a necessity in your customers’ lives, you eliminate this threat. You also establish your company as a leader in your industry. Marketing-As-A-Service presents your marketing message while fulfilling consumers’ needs. It includes:

• Informational nuggets intertwined with promotional messages. (Look at the recipes in Williams-Sonoma catalogs as an example.)

• Reminders to order and/or scheduled shipments of consumable goods. (This saves consumers time and effort, their two most valued resources.)

• Educational articles posted online and sent via snail mail and email. (These come with an added bonus – higher natural search rankings for Internet postings.)

Perks Trump Discounts

Consumers are growing weary of the constant, competitive discounting prevalent in today’s marketing. While everyone loves a deal, perks say that you are special, unique, and valued. Your customers will love them. And, there is a bonus for your company: Perks cost less and generate more response than discounts. Can you say, “win, win,” while you are making your additional deposits?

Adding perks are easy but be careful that you don’t devalue them. People like being special. It is a little hard to convince people that they are unique, if the benefits apply to everyone. The best perks programs are tiered where everyone receives something, but the top prizes go to the best customers. Some examples are:

• Costco and Sam’s Club have special shopping hours for business owners. They also offer premier memberships with additional benefits above the basic membership.

• Verizon identifies their best customers as “VIP”. Benefits include early upgrades and discounts on store purchases.

• Disney World opens early for visitors who stay in property hotels providing shorter lines and more fun.

Nesting Becomes a Lifestyle

When faced with eminent danger, animals are known for their “fight or flight” instinct. The constant threats bombarding us daily from economic calamity to global warming is triggering the flight response where we retreat to a safe place called “home”. Look for an increase in nesting along with do-it-yourself (DIY) and make-it-yourself (MIY) projects. People are staying at home more, tuning out technology, and looking for simplicity.

Reflect this trend in your marketing by offering information and products that support the nesting, DIY, and MIY lifestyle. Be positive and upbeat in your communications. Fear is a known motivator, but it is a double-edged sword. There has been so much fear mongering recently that people are rejecting it completely. Look for:

• An increase in hobby, home décor, gardening, and book sales as people settle into their nesting mode.

• Increased demand for how-to DIY and MIY information and projects. The easier you make it, the better the sales.

• Consumers tuning out electronic messages and relying on word of mouth more. This provides additional opportunities for traditional marketing as long as it doesn’t violate green thinking.

Green Stays In

The ecological movement has crossed the line into the mainstream. Kermit the Frog couldn’t be happier because it is finally cool to be green. It is especially cool to be a green marketer. You can simultaneously increase sales and reduce costs catering to this market. Who would have thought that retailers could sell branded shopping bags to eliminate free plastic ones? Oh, and don’t forget, you get to make the world a little better in the process!

Jumping on the green bandwagon can be dangerous, so be careful when you start promoting that your company is “green.” Offering shopping bags and placing recycling bins around corporate headquarters isn’t enough. You have to have a working strategic plan for reducing your carbon footprint. Any attempt to appear ecologically minded without a strategy will backfire. If you are thinking green, here’s how to get started:

• Look to your employees and customers for suggestions. It is the ultimate open source. Your company gets credit for trying before the plans are implemented.

• Pass the suggestions on to other employees and customers, crediting the original source. You keep the green thoughts in the forefront and increase your effect.

• Create a “green and lean” contest where the best ideas for ecological improvements that save money are rewarded.

Mobile Web Grows In Popularity

Consumers are breaking away from being tethered to their computers. Combining this movement with improvements in phone Internet access increases the volume of mobile transactions. This means that the companies who have mobile friendly sites will benefit from early adaptation and may become entrenched as market leaders.

If your website isn’t mobile friendly, the introduction of iPhone and Google phone is putting on the pressure. Now is the time to get ready for the mobile web. Start by:

• Making it easy to search your site and place an order. If your search is slow and cumbersome on broadband, it will be worse with mobile web.

• Consider creating a separate site for mobile users. PDA’s and phones have different requirements that may not work well with one size fits all development.

• Design your site for your customers. What works best for your competitors, may not work for your company. When in doubt, keep it simple.  

Next Steps:

Read Is Fear of Benchmarking Costing You Money?

Give your email marketing a makeover Email Treasure Map: How to Move from the Outbox to the Shopping Cart

Reduce marketing to hit-and-run customers How Much Money Do You Waste Marketing to Hit-and-Run Customers?

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Debra Ellis - Founder

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