Janne Saarikon esitys Markkinoinnin trendit 2012 Zeelandin Some-seminaarissa. #zsome

1. THE YEAR OF...
MARKETING
HOT TOPICS 2012
Janne Saarikko
Strategy Directory, Zeeland
@saarikko
@zeelandgroup

2. These are my suggestions for the most important
things to be implemented in marketing during 2012.
Every marketer should look at these topics right
now and evaluate their meaning to their own
organisation.
Do not take these as the future, since your
competition is working around these topics already
today.
There is further information available on each of the
topic. To learn more, please contact me or the kind
people at Zeeland Group.

3. THE YEAR OF...
GOOGLE

4. GOOGLE(+)
Brand profiles YouTube
Integration of search Gmail
Shopping Translate
B2B Subtitle
Closed circles Maps & Earth
Hangouts Sketch-up
etc etc etc integrated

5. THE YEAR OF...
MOBILE

6. MOBILE
Location Based Services (LBS)
QR codes
Mobile video
HTML5
Tablets & Smartphones

7. THE YEAR OF...
CONTENT

8. CONTENT
Content strategies
Anti-broadcasting
Curated aggregation
Quality over quantity
Video content
Slideshare (return of .ppt & .pdf)

9. THE YEAR OF...
PERSONAL BRANDING

10. PERSONAL BRANDING
My professional content
My networks
My video & my blog
My influence metrics
People over corporate role

11. THE YEAR OF...
MARKETING ANALYTICS

12. MARKETING ANALYTICS
Measuring MARKETING as whole
Real metrics over made-up ones
Measuring dialogue & conversion
RFE (Return from Ecosystem)

13. THE YEAR OF...
MARKETING MIX

14. MARKETING MIX
Marketing mashups
Analog learns from
digital
Crossmedia content
Social CRM
Marketing style of selling

15. THE YEAR OF...
BRAND OWNERSHIP

16. BRAND OWNERSHIP
Corporation owns the brand
Brand is defined by the
ecosystem
Brand management becomes
brand dialogue

17. THE YEAR OF...
UNSILOING

18. UNSILOING
Companies canʼt put their efforts in intersilo battles
Sales, marketing, R&D, HR must work together
Social CRM will unify silos
Social goes boardroom

19. THE YEAR OF...
GAMIFICATION

20. GAMIFICATION
Most things will be about collecting
points, rewards, levels etc.
Even the most boring tasks will become
interesting through gamification
Playing SAP already this 2012...?

21. THE YEAR OF...
TOPICS

22. TOPICS
Information overflow will force people to choose
what to follow
Chosen topics in many channels vs. chosen
channels with many topics
Those who will own the topics will have the
strongest top-of-mind position in that area
Category ownership becomes vital for findability

23. +
THE YEAR OF...
BUBBLING UNDER

24. BUBBLING UNDER
Civil sector marketing activation
Public-Personal dialogue
Open data solutions
Business design (customer service)
Total marketing
Restructuring of marketing services

25. For questions or
comments
twitter @saarikko
janne.saarikko@zeeland.fi