Marketing Predictions for the Year of the Dragon
January 23rd marked the Chinese New Year and the start of the year of the dragon. The dragon is considered the luckiest of all 12 signs of the zodiac, symbolizing power, superiority, and good fortune (despite being slain in many Western myths.)
With the luck of the dragon on our side, 2012 could be the year for B2B marketers to take the plunge and experiment with new ways to fulfill their objectives. Many experts predict that content, social, and mobile will continue to be key themes for the coming months, requiring innovative thinking and quality campaigns in order to generate leads, optimize search rankings, increase traffic, and build relationships with customers.
The previous year (the year of the rabbit) challenged B2B marketers to maintain pace with evolving technology. The proposed Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA) caused momentary panic among marketers, fearing transformed social networks and marketing partnerships. The launch of Google+ created another network for marketers to monitor and manage, and another touch point for consumers to ask questions and share feedback. In addition, innovations in mobile technology meant audiences were consuming content on the go, via QR codes and apps, no longer limiting online marketing to a computer screen.
There is no doubt that rapid advances in technology will continue. We await upcoming releases from Apple, the next draft of SOPA, and the rollout of 4G. Meanwhile, we’re investing in our webinar and video technology to develop new features to help organizations (including ourselves) drive demand and build awareness, so they won’t have to rely on luck alone. Regardless of whatever marketing challenges and opportunities 2012 brings, we appreciate any luck the year of the dragon will send our way.