1) Smart organizations will continue to market throughout the downturn.
2) Marketing activities will be increasingly under the microscope and marketers will now be held accountable for their success or failure.
3) Marketers will turn to their website as the single most important and flexible lead generation and customer engagement channel.
4) Marketing programs that do not show a return quickly are not going to make it.
5) Mobile marketing has had a tough 2008, so 2009 will be a make or break year.
6) Marketers will act on a need to get more value from their existing CRM systems.
7) It is not about just creating content for the people, it is about getting content to the people—meaning multichannel, social networks and consistent marketing.
8) Companies will shift focus toward increasing revenue from current customers.
9) Digital media and social networks will continue to provide cost-effective delivery channels for customer messaging, but will be most effective when integrated with other marketing channels and analytically led.
10) With consistently tighter budgets, it will increasingly fall to marketers rather than IT staff to drive marketing technology. This will change the buying process for such systems and favor suppliers that have marketer friendly software.
Michael Fisher is Alterian’s senior vice president of commercial operations.
Tags: alterian, crm systems, ecommerce, marketing predictions, michael fisher, mobile marketing, social networking
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