May 8th, 2013
SXSW 2013 Shares 4 Trends for the Year in Interactive
As a third-year veteran at SXSW, the experience was still exciting and educational with the trends for this year more about bettering current processes than a specific software or fancy new app. These are both trends in which you can use now to improve your own marketing and others you will have the opportunity to embrace soon enough.
1. Trial & Error
Digital marketing, social media and mobile technologies are only as good as the people doing them. We are now past the age of early adopters. Everyone is now using these services to hit their target audience. The problem with this is most are doing it wrong! All marketing is trial and error from message crafting, platform used, way of delivery and timing, but the current formats have been through this already and now it is time to do it right.
With everyone now out there marketing the same way to the same people, it is time to stand out and stop annoying your current and potential customers. Let’s start marketing to the right people at the right times, because now those are options. Target people are the right time – don’t share your happy hour special at 8 a.m. on Saturday – and make sure it’s personal – on a customer’s birthday, treat them to a complimentary dessert.
3. Data Collection & Use
With all the data out there, it is time to start using it to further personalize the marketing messages. We are moving away from mass communications and applying the information available to correctly reach out to the people that will most likely care about what you have to say. You get people to sign up for your mailing list, why not get more information like their birthday, anniversary or favorite dessert?
There may be a lot of data to use, but most of it isn’t even obtainable. What happens offline and online need to be combined and organized for business to more easily find their users and for consumers to have an easier time discovering things they want and need. Information that a restaurant collects may be saved on their POS system, but is it connected to their e-blast list or Facebook page? Are people who always get steak for dinner ever given a limited time offer to come in for a discount or to try something else? *Ex. Facebook recently announced that they have partnered with multiple collections of businesses to include their demographics in ad targeting and call it “partner category targeting.”*