2012 is almost upon us, and that means it’s time for New Year’s resolutions. But resolutions don’t always have to be about losing weight or picking up that obscure hobby you’ve been daydreaming about.
Instead, you can focus on actionable resolutions that will drive measurable results for your marketing program.
Here are five that I think are worth considering:
- Take some time to understand how other aspects of a business might impact your marketing efforts. Reading up on the concept of social business is a good starting point, because social mediums are the foundational glue that connects not only the various marketing channels/platforms but also the very foundation of most forward-thinking business models. From there, take some time to understand and document exactly how your particular marketing channel(s) intersects with other marketing channels as well as with other non-marketing facets of the business. I promise you that this will be time well spent.
- Master your analytics platform. Those of you using Google Analytics have it easier than those that are on more complicated interfaces like those offers by Omniture and Coremetrics. But either way, you should make it a point to increase your level of competency in terms of direct execution (both in terms of tracking implementation and custom reporting/analysis). This applies to both the novice and the expert. There’s always more to learn when it comes to analytics.
- Get your head around the power of actions and objects. Facebook is set to begin approving Open Graph actions other than the “Like” in January, so if you haven’t already done so, take some time to understand the concept of actions and objects (also known as nouns and verbs) and then brainstorm ideas on how you can create unique combinations that can help drive your marketing efforts. And keep in mind that this isn’t just about social media. This new, deeper layer of social interactivity is a way to help amplify all of the positive interactions that you have with your consumer base. In laymen’s terms, you can move beyond having folks simply “Like” your brand (what does that mean exactly anyway?) and instead share more meaningful interactions like “eating” at your [INSERT RESTAURANT NAME HERE].
- Accept that television is getting closer and closer to becoming just another digital channel. When that happens, entire business models will rise and fall, and the advertising/marketing industry (and its budget) will go through a titanic shift in prioritization. When TV is fully internet-enabled, socially connected, and subject to the Adwords advertising model, how can your marketing program (and your business) benefit?
- Stop worrying about the death of ________. SEO isn’t dead. Tech blogging isn’t dead. Social media isn’t dead. Email isn’t dead. Heck, print isn’t even dead (not completely anyway). So try to spend less time on Twitter, Facebook, and Google+ quarralling over such ROI-unfriendly topics.
Matter of fact, that’s my bonus resolution; to spend less time wasting time on social networks. I’m pretty sure that all of us could benefit from spending less time reading and responding to all sorts of random items in our social stream.
Marketing work starts when the tweeting ends. Remember that.
P.S. Yes, I know that like all generalizations, this one also has its exceptions.
Happy New Year everybody!