www.merrigangroup.com© 2011 Mary Ellen Merrigan

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www.merrigangroup.com© 2011 Mary Ellen Merrigan

Five Communication Realities Shaping 2012

By

Mary Ellen Merrigan

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Traditional marketing is outbound.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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We’re sick of interruptions.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Inbound conversations count today.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Business, more than any other occupation,

is a continual dealing with the future.

-- Henry R. Luce

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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#1. WE LIVE IN AN ATTENTION ECONOMY.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Ten levels of intimacy today:

http://www.onlyinfographic.com

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Focus on and listen to customers.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Evaluate:

My message is honed for my ideal customer.

(1 to 5)

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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#2. SMARTPHONES MATTER AND WILL ONLY GROW IN IMPORTANCE.

More than Talk: Action in Mobile Marketing

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28.7%

31.6%

25.0%

8.4%

3.7%

34.7%

27.1%25.5%

7.5%

2.8%

Google RIM Apple Microsoft Palm

3 months ending Dec. 2010 3 months ending March 2011

MobiLens data from comScore released in May indicates 72.5

million people in the US owned smartphones by March 2011, up

15% from the preceding three-month period. Google Android

continued its trend of luring US smartphone subscribers from RIM

Blackberry, though RIM retained its number two position. Android

gained about 21% market share from December 2010, rising from

28.7% to 34.7%.

72.5 Million Owners and Growing

U.S. Smartphone Market, by PlatformDec. 2010-March 2011, 3-month average shareSource: comScore

More than Talk: Action in Mobile Marketing

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It is a mobile “data tsunami” according to

Nielsen, with app-friendly OS phones at

the epicenter. Consumers with iPhones

and Android smartphones consume the

most data: 582 MBs per month for the

average Android owner and 492 MBs for

the average iPhone user.

Overall, in the last 12 months, the

amount of data the average smartphone

user consumes per month has grown by

89%, from 230 MB in Q1 2010 to 435 MB

in Q1 2011.

“Data Tsunami” – 89% Growth Y-o-Y

Data Usage in MB by Mobile Operating SystemQ1 2010-Q1 2011, Average MB per userSource: The Nielsen Company

312

381

495525

582

319354

415

468492

81102 95 103

127

233169

227

205174

149

317

Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011

Android OS Apple iPhone Blackberry OS

Windows Mobile Windows Phone 7

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Evaluate:

My business and my website are mobile-friendly.

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www.merrigangroup.com© 2011 Mary Ellen Merrigan

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#3. TECHNOLOGY TOOLS TO CONSOLIDATE INFO EMERGE DAILY.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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QR codes offer instant information.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Refine your web experience.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Evaluate:

I use technology effectively to cope and communicate.

(1 to 5)

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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#4. INTERACTIVITY IS ESSENTIAL IN ALL COMMUNICATION.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Inbound marketing builds visibility.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Evaluate:

My website is interactive and I respond online and offline to customers.

(1 to 5)

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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#5. NOTHING SUBSTITUTES FOR SMART GOALS AND GOOD PLANNING.

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Practice the rule of three:

1. Start consciously

2. Be consistent

3. Keep going

www.merrigangroup.com© 2011 Mary Ellen Merrigan

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Evaluate:

My one-page marketing plan is completed and in place.

(1 to 5)