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Written by Stacy Armijo, VP Pierpont Communications   
Thursday, 14 January 2010 11:37

Marketing is on the minds of business owners and executives in 2010 for a few good reasons:

  1. Many delayed the launch of new initiatives in 2009 and pulled back on existing programs;

  2. The impact of those decisions is starting to be felt in sales and brand recognition; and

  3. Optimism about the new decade – especially here in Texas – has them thinking about reinvesting.

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Do you need to ramp back up in marketing, but you’re not sure where to invest those still-very-precious funds? Well, here are my thoughts on the three biggest trends in marketing for 2010 to help you make those decisions.

#1: Mobile.

Consumers are adopting mobile technologies at an astounding pace. Are you getting in on it? If your Web site is not enabled for mobile viewing and you haven’t thought about an iPhone app, the answer is no. Mobile marketing holds huge opportunities for your business. Beyond ensuring your online presence is mobile-friendly, consider whether a texting campaign could make sense or how mobile social networking could drive more traffic to your site (often for pennies on the dollar compared to traditional tactics).

#2: Viral.

You may be tired of hearing about “viral,” but that doesn’t mean it’s going away. In fact, I believe we’re never going back. We’ve always relied on friends and personal testimonials as our #1 source for finding and choosing new products or services. We just never had immediate access to millions of them at the click of a button. As marketers, instead of pining for the days of telling our audience what to think, we must embrace a new approach and become part of the conversation. We need to monitor forums relevant to our business, cultivate relationships with influential bloggers and much more. These are the sources consumers will turn to for news, information and advice in 2010. Don’t you want to be there when they find it?

#3: Meaningful.

What do “fair trade,” “locally produced” and “conflict-free“all have in common? If you said, “They’re socially conscious business practices,” you’re only half right.  The other half of that answer is that they represent marketing gold in the 2010s.

As consumers, we’ve always been defined by the products we buy. Today, however, we care more about what those products say about our beliefs and values than ever before. Far beyond “green marketing,” this is about understanding what your customers value and delivering your product or service in a way that makes them feel good about supporting it.

How can you get in on this trend? Think broadly. Are you a family-owned business? Have you supported a charity in your community for years (or should you)? What values does your business live by and how could that create a connection between you and your customers? The answer to that question is what can spur the beginning of customer loyalty built on more than a discount card.

2010 holds renewed optimism and vast opportunity for companies ready to make the most of their brand.  Are you one of them?


Stacy Armijo is a Vice President in the Austin office of Pierpont Communications.  She advises corporations large and small as well as associations and non-profits on making the most of their brand and creating meaningful connections with customers. Learn more at www.piercom.com or contact her directly at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

We invite all of you to get a discussion going.  Please submit your comments at the end of this article, Thanks.


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Vice President
written by Stacy Armijo, January 27, 2010
Thanks for your comment, Jennifer. I highly recommending touting socially conscious practices in marketing / sales materials. For example, have you seen the brochures Starbucks has by the sugar, cream, etc.? They tout their fair trade practices and provide customers more background on the issue. At the very least, be sure your Web site features a "community" page where you post photos of employees building a Habitat house, for example, or link to a press release about your company's most recent charitable donation. If you really want to take advantage, consider making it part of your sales pitch. For example, a real estate company here in Austin donates a portion of every commission to a chairty of the client's choosing. That sure makes me want to do business with them! Would be happy to talk it through with you further. Pop me an email at This e-mail address is being protected from spambots. You need JavaScript enabled to view it '> This e-mail address is being protected from spambots. You need JavaScript enabled to view it for more.
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Marketing Coordinator
written by Jennifer Nelson, January 27, 2010
In section # 3 Meaningful- Can that be expounded upon? Where could I find more information on this subject? How could we integrate this info/verbiage into sales?
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