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As consumers continue to increase the time they spend online across a proliferation of digital devices, businesses of all sizes are taking a hard look at the best ways to communicate and interact with them. Here are tips to consider in 2011:
1. Invest in digital marketing. Today’s consumers spend approximately twice as much time engaged in digital channels as businesses spend—in time, effort and money—to reach them there. A huge gap exists between this shift in consumer behavior and businesses’ investment to keep pace. However, organizations are increasingly realizing the importance of digital marketing investments. In fact, digital paid-media spending is expected to grow 14 percent to $51.9 billion in 2011, making it the biggest year yet for digital marketing. This is the year to consider how digital marketing could help your company create new dialogues and interactions with customers and prospects.
2. Move your marketing message from intrusion to service. For far too long, marketing and advertising have been viewed as intrusions in the channels consumers engage in, such as TV, print, and radio. However, as media consumption shifts to a growing number of digital platforms and devices, consumers are able to avoid many of these unwanted intrusions. This year, strive to provide tailored, relevant content that your customers will welcome as a service, rather than view as an annoyance.
3. Increase creative versions for greater impact. Although advancements in search-marketing algorithms are making search results eerily accurate, consumers are increasingly frustrated by clicking through these highly-targeted results, only to land in generic sites that don’t provide relevant content. If your business chooses to deploy search-marketing tactics this year, focus on what happens after the click by developing multiple versions of location-based, contextual, and even personally relevant creative content for the greatest impact.
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