September 2010 marks the one year anniversary of my first “all-things marketing” blog on the Mindtree Web site. As I look back, we have engaged in many conversations in the last 12 months: on topics such as social media, strategic account management, metrics, ROI, thought leadership, brand strategy, agility and budgets, just to name a few.
Interestingly, my blog that got the most reaction in the last year, as measured by the number of online conversations I had through www.mindtree.com, LinkedIn and Twitter, was my posting on “Mindless Marketing.” In it, I discuss how sometimes the simplest marketing programs we do-like hosting our clients and prospects in a hospitality suite at a mid-summer’s night ball game-are the most effective. I guess the lesson learned is that marketers shouldn’t always “over think” things; that while the marketing mix is changing in so many ways, some things remain the same. One of those things is planning activities that bring one closer to their external stakeholders.
So what will we talk about in the next 12 months? I feel marketers will continue to put our thoughts (and budget) towards interactive marketing as we continue to look for accountability and ROI in everything we do. A recent Forrester Research report, entitled “2010 Marketing Budgets Rise Cautiously,” shares the results of the Company’s survey on 2010 budget trends. One of the trends Forrester discusses is how important accountability has become for marketers and that, as a result, we are moving away from activities that are hard to measure and expensive. Activities such as sponsorships, trade shows and traditional media (print) tend to have low accountability. Investments such as a company Web site, social media, Webinars and email marketing tend to have higher accountability.
I still recall the conversations I had with our online marketing team about the importance of doing a marketing blog. I was skeptical that anyone would take the time to read it. As it turned out, I was wrong and I’m glad I was. In the last year, I have engaged with many bright people who have given me different angles or ways to think about certain subjects. And for that I am grateful.
I look forward to the next 12 months.