INSIDE:

Explore the New Decade
It’s not only a new year, it’s a new decade—an opportunity to look forward to new trends and attempt fresh strategies. This transition from one era to the next only happens once every ten years, so this is a good time to explore and rejuvenate marketing tactics.

There are plenty of tools out there to help you—some that are well-known, some that are still emerging. Facebook and Twitter remain popular social marketing tools. But another website you may not be aware of is 12seconds, a social site where users can post 12-second video updates.

Sites that allow you to set up email alerts based on keywords, such as Google Alerts and Social Mention, are also useful. And if you need a little education on anything from social media to web design, check out Lynda.com for affordable access to software training.

A couple of interesting sites to keep an eye on include Pandora.com (a site that creates personalized radio stations) and JibJab (where users can create humorous personalized eCards).

Get out there and discover what the new decade has to offer. For a complete list of tools to consider, click here.

On a Personal Level
Social marketing has certainly set the stage for a more open relationship between advertisers and consumers: they’re socializing with us, learning about us, they’re even “friends” with us. It’s as though they know us, and it seems natural to carry this more personal relationship over into email.

The problem is, strategies aimed at personalizing communications—adding the person’s name to an email or recommending products he or she might like based on past purchases—can backfire, as evidenced in a recent Email Insider article in which writer Darrah MacLean describes personalized email gaffes involving gender confusion and gift recommendations for deceased grandmothers.

There may be an appropriate method for personalizing marketing efforts. But as MacLean points out, “Creating a relationship with your consumers that feels authentic and not contrived takes real strategy.” Marketers need to put some real thought into these marketing campaigns to avoid potential errors that can quickly turn an attempt at personalization into an impersonal slap in the face.

2010 Brings Social Optimism
There’s no doubt that social media has evolved into a popular marketing tool. Worldwide, companies are exploring the potential of connecting with consumers via social networking sites. The question is, given the newness and originality of social media marketing, does it have a future in the world of advertising, or is it a passing fad?

If the November survey of business leaders conducted by StrongMail is any indication, social marketing isn’t going anywhere just yet—at least not in 2010. The survey reports that 89% of survey respondents are planning to maintain or increase their social media and email marketing budgets this year. Businesses expect that their customers will spend more this year and are therefore increasing their overall marketing budgets, with social media and email marketing being the top focus of these budgets.

So what is the draw of social media for these companies? Survey respondents indicate that “socializing” with consumers builds awareness, retains loyal customers, and expands reach. Read more about the StrongMail survey.

Visit the Global Marketing Solutions homepage to download “The Why of Social Networking” PowerPoint presentation from the Baldwin County Joint Conference on Social Networking.

If you work in the tourism industry and would like the opportunity to update Alabama Tourism Department staff members on your area’s attractions or events, you are invited to attend a department staff meeting. Meetings are held every Monday afternoon at 1:30. Call Cynthia Flowers at 334-242-4413 to reserve your spot.

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April W. Boone             April@GMStheBest.biz
John Boone                  John@GMStheBest.biz
Laura McGill                Laura@GMStheBest.biz