A proliferation of devices and fatigue of the 'almost engaged' subscriber are two factors that will affect B2B marketers in the coming year. First in a two-part series.
For too many of us, 2009 was the year that "wasn't" in terms of investment and innovation. It was a victory just to survive with some semblance of customer loyalty intact. I'm cautiously optimistic that 2010 will open up new opportunities for digital marketers, but it won't be an all-you-can-eat buffet. It's time to set some priorities. There are three major trends that will impact your e-mail and social marketing, and these must be factored into your strategic plans. These are: the proliferation of devices, fatigue of the "almost engaged" subscriber, and the changing metrics of sender reputation.
In this and my next column, I'll outline the impact of each and what to do about these key trends.
What to Do:
What to Do:
Next column, we'll dive into the third big trend of 2010: the evolving nature of sender reputation and reaching the inbox. Meanwhile, please let me know if and how these trends are impacting your planning and investment strategies in 2010.
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Stephanie Miller is a partner with brand and marketing technology strategy firm TopRight Partners. She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process, and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industry-wide initiatives. Feedback and column ideas most welcome, to smiller AT toprightpartners DOT com or @stephanieSAM.
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