Direct marketing: Twitter is one of the most popular social networking services by which to reach potential customers. *MCT graphic by nakahodo
Direct marketing: Twitter is one of the most popular social networking services by which to reach potential customers. *MCT graphic by nakahodo

FRIDAY, SEPT. 21: No matter what communication channel you use to reach your customers, you must be relevant. It improves brand recall and enhances engagement.

Research shows that 72 per cent of consumers want to be engaged through an integrated marketing approach, but only 39 per cent say they are receiving that.

User content

Google found that consumers had a 74 per cent brand recall when the advertiser’s integrated strategy carried across mobile, TV and online.

User-generated content continues to grow in 2012. Whether it is a YouTube video showing a customer using a product, or customers sharing their experiences within a private online community, content that comes direct from a customer is likely to grow in value.

The key challenge will be how companies successfully inspire and facilitate user-generated content.

Social media continues to be a big opportunity for businesses. Many more companies continue to embrace social media, meaning customer service — and customer interaction via social media — will improve. Again, the user or the customer will take centre stage with the rise of the brand advocate in recommending, recruiting customers and connecting with companies.

Tailored content that is customised to the needs and interests of a specific audience continues to grow in popularity.

Technology

As people become more and more accustomed to selecting which brands and businesses they want to join, the value of personalised marketing approaches and content will continue to grow.

Today’s advances in technology and media are changing how we interact with and filter our world.

Smart marketers can succeed by engaging with the trends that are resonating most with the emerging consumer of today.