Top 10 Marketing Trends of 2012

Here are our predictions for the top ten marketing trends of 2012:

1. A broader brand presence across channels
With the range of available marketing channels growing all the time, businesses will start to recognise the value of connecting up their marketing approach across the web, social media and other channels. This will be inspired by the need to better manage business resource in more challenging times - and to create a more streamlined brand presence. Instead of relying on one or two channel marketing approaches, more and more companies will link up their activities to create a truly coherent brand across multiple channels.

2. The rise and rise of user-generated content
User generated content took on momentum in 2011 - and this will continue into the New Year. Whether it is a YouTube video showing a customer using a product or customers sharing their experiences within a selective online community, content that comes direct from the potential or existing customer is likely to grow in value. The key test of this trend will be how successfully companies inspire and facilitate user-generated content. However they do it, it looks like the voice of the user will grow significantly in value in 2012.

3. Mobile marketing reaches critical mass
Mobile is going centre stage. A third of smartphone owners have used their device to buy a product online (Source: EPiServer) and this number is growing. The companies that fully prepare their marketing approach for mobile in 2012 are the ones that will benefit from a potential customer-base  that browses - and shops - on the move. This demands targeted, mobile-ready content and a willingness to adapt internal marketing processes.  With 59% of UK consumers now in possession of a smartphone and 18% owning a tablet device (Source: EPiServer), mobile marketing is a trend that businesses can’t afford to ignore.

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