This Week's Herman Trend Alert Women---Expanding their Sphere of Influence

The Herman Trend Alert December 23, 2009 Near-Term Future of E-mail Marketing As we move into economic recovery, marketers are optimistic---optimistic enough to maintain or increase their online marketing spending. Based on a recent survey of 1,057 business executives, online marketing spending will be up in the coming year. According to the StrongMail "2010 Marketing Trends" report, 89 percent of respondents answered they will either maintain or increase the amount of their marketing spending in 2010. Fifty percent of the executives said they will allocate "additional dollars" to their marketing efforts. The top two areas that will benefit from this increased spending are social media and e-mail marketing, with 69 percent responding they will increase e-mail spending; 59 percent saying they will increase social media efforts, and 69 percent reporting they will integrate both areas. Moreover, 68 percent of marketers will also work to make better use of the data that is already available to them. StrongMail's director of corporate marketing Kristin Hersant points out marketers are becoming more sophisticated and "leveraging the viral aspect of the Web". "For example, using targeted segmentation to create a referral program with their top influencers, …[those] most active with their brand", says Hersant. Better tools are becoming available to help marketers identify their most active customers by examining engagement metrics. (Engagement metrics measure the degree of customer involvement.) These companies can also scan lists to determine which people are involved in social networks, including the networks in which they participate. Not surprisingly, 46 percent of marketers reported a desire to increase efficiency by adopting segmentation and targeting. "Marketers will also increase relevancy is by using video in e-mail", added Hersant. Marketers will use video more often to promote opportunities like webinars, training, and product education. There's also a developing technology that turns video into animated GIFs that look like a playing video. A new technology ("Relevance Engines") that makes it easier to test alternative versions of artwork and copy will become more important in 2010. Our forecast, wise marketers will begin by looking at their current missed opportunities to better target current customer segments. More sophisticated marketers will embrace the new technologies to make their marketing investments go farther. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." EMPLOYERS AND JOBSEEKERS: MARK YOUR CALENDARS Advertise at or attend VetJobs Virtual Career Fairs. VetJobs, the top veterans' job board, and PSI, the premier diversity job fair producer, are teaming up to launch these VeteransCONNECT events. Employer registration is now open with loading by February 15th. Candidate loading begins March 1st. Expect 25-30 employers and an attendee goal of 2,000 skilled jobseekers. Promoted extensively, early registration begins NOW. To register or request additional information, contact VetJobs at 877-838-5627 or email info@vetjobs.com; Employers: Mention the Herman Trend Alert to receive a Bonus. LOOKING FOR A UNIQUE VALENTINE’S GIFT? Give the gift of leadership advice in our weekly Lessons in Leadership to help your supervisors and managers remind your leaders about what’s really important The 52-week subscription is only $47, a bargain when you think about the savings to your organization in reduced turnover. Quantity discounts available by emailing Joyce at joyce@hermangroup.com. http://www.hermangroup.com/store/subscription_all.html#3 Order today! PREVENT EMPLOYEE TURNOVER IN 2012 Yes, you can prevent costly employee turnover, when you train your supervisors, managers, and executives. They will learn dozens of low and no-cost strategies and tactics that they can implement right away. We have an impressive track record and stand ready to help you. Call Carl at 336-210-3547 for a no-obligation conference call. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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