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March 2010

1. For the Umpteenth Time, 2010 Will Be the Year of Mobile Marketing

• We’ve been saying this for the past three years, but now all evidence points to 2010 being the year that mobile marketing finally takes its rightful place as one of the emerging platforms in building brand awareness and sales.
• And why shouldn’t it? More and more people are using their smartphones for texting, receiving and responding to e-mail, watching TV shows, searching for local businesses and products, and getting their news. Many research companies are predicting that within three years, mobile phones will overtake PCs as the most popular method for accessing the Internet.
• What does this mean for you? A crash course in mobile marketing! But, before you recklessly jump in, know that mobile marketing, like social media, may not be right for everyone. Mobile marketing programs are great for retailers, restaurants and any industry that wants to drive people to their business or Web site. And your Web site will play an important role in this because it will have to be optimized for easy cell phone navigation and small screen viewing.
• There is a lot to learn about mobile marketing. If you want a jump-start on getting “mobilized,” let us know.

2. Have We Missed the Boat on the Real Secret to Successful Marketing?

• Although it may be impressive to read that companies are reallocating budgets to the marketing effort “du jour,” believing that a specific online or offline program has now become the golden road to riches, the truth is that nothing is going to work without one specific ingredient.
• That ingredient is content. Without great content, your marketing efforts--including print ads, TV and radio commercials, direct mail, billboards, Web sites, blogs and tweets--won’t work. Your content must be interesting, powerful, useful, informative, newsworthy and targeted in order to be effective.
• Although companies do ponder the ROI of their Web sites and social media efforts, content seems to be the last ingredient they consider, when it should be the first!
• Before you decide to do anything, ask yourself: “What interesting and relevant information can I regularly communicate to my audience over the long term?”

3. The 60-second Close: Our “Fast-Forward” Strategy

• Two exciting things are going to happen this year, and probably sooner rather than later, that could affect your marketing:
  • Apple Inc. will drop its exclusivity with AT&T, which means the iPhone is expected to become available to all wireless carriers. When this occurs, iPhone sales are expected to increase from 15 million to 25 million phones per year, making it more important than ever to get involved in mobile marketing.
  • There will be a shakeout and a redefinition of social media as businesses finally grasp the bottom-line realities of being part of this trend. Businesses will ask tough questions to determine the worthiness of social media and its contribution to the bottom line.
• As an advertising, marketing and communications firm, our top responsibility is to keep our clients thinking “fast-forward.” Without a “fast-forward” strategy, growth slowly grinds to a halt.
• If you’re ready to shift your gears to “fast-forward,” please call us. We can get you there … faster than ever.

Sincerely,

Scott Anderson, CEO
Anderson Partners Advertising
www.andersonpartners.com
sanderson@andersonpartners.com