Cover Story: The Big Qs of 2012
Tablets received special attention in most of our interviews. Kimmel, for example, says, "The opportunity for expanded mobile engagement is … also about the development of the tablet market, which opens up whole new e-commerce options, and also invigorates classic DR advertising TV, radio, magazines and newspapers." Or, as Lane so subtly says it, "the proliferation of iPads will change everything."
Whether you believe tablets will change everything or not, the takeaway is that mobile is already having an impact on your marketing, and you have to figure out what that means and calls for.
"Understanding the strengths and weaknesses of mobile is critical to success with this channel," says Goodman. "Since mobile can be considered annoyingly intrusive, it can be detrimental to your brand efforts if not utilized thoughtfully. Using mobile to generate text responses can be a clever way to jump start a campaign for a fundraising effort. For example, 'Text the word "eat" to XXXXX and make a donation of $5 to help feed the hungry at Christmas' can be hugely successful, if promoted properly."
"We are encouraging all of our customers to not only test mobile and tablet opportunities, but do it in a way that makes sense," explains Brayfield. "Marketers shouldn't just dabble in techniques like QR Codes, but use them and other techniques in a strategic method. Just like mailings, decide what the offer is, followed by a strong call to action with a plan on the back end to close the sale. Currently, most mailers are treating QR Codes like someone mailing a brochure without any method to engage or sell. And they must begin thinking about how their customers are using and interacting with tablets."
5. Do You Know What You Have To Do To Protect Consumer Privacy?
"It may not happen in 2012," says Perkins, "but it's bound to happen fairly soon: The cumulative impact of so many violations of online privacy is going to result in tough new restrictions on online marketers."