[2009 trends] Nine trends to anticipate in 2009

Marketing has become a two-way contact where feedback is key, otherwise it is impossible to measure; gone are the days when decision-makers did not have an influence or a say on the products or services they consumed.

Below are some of the developments to anticipate in the year 2009.

1. Online advertising: this medium has shown a remarkable growth due to its consumption escalation within South Africa, which is a positive sign indeed. Although many still do not have access to computers; however advanced cellphones will become a podium for social networking space that media planners are now recognising.

2. Word-of-mouth: this tool has been untapped for many centuries. It is a less-costly method of penetrating the markets' headspace and conversation. Eighty percent of the market is more likely to consume a brand that a friend has recommended than pay attention to a product message through advertising. To achieve this, a marketer will have to build and maintain a relationship with a number of consumers and capture their loyalty.

3. Blogging: another online tool endorsed by the above marketing means, which allows for product criticism and essentially a dialogue between a consumer and a marketer. This mechanism ensures a transparent relationship with a consumer and improves existing communication.

4. Segmentation models: Living Standard Measurements (LSM) have become complex to use efficiently as the market has drastically transformed and are usually not used in a comprehensive way. These segmentation models have incorporated many demographic factors and relevant psychographic manner to match the market.

5. Qualitative research: Indeed, quantitative research helps and is needed; however it does not provide recent insight as consumers change their minds rapidly. Many of the findings are provided within a period of six months to a year, which is a lengthy period. Although qualitative is a costly method, many are prepared to learn more about who they appeal to.

6. Corporate social investment (CSI): This initiative assists with brand recognition and has the potential to emotionally appeal to the market.

7. Digizines (digital magazines): technology advances speedily and the industry needs to be on the guard. Many media owners have launched magazines online and newspapers have created an opportunity to access news as well, which is not necessarily negative. However, a crucial question: "Is this not replacing traditional media within the affluent market?"

8. Products that consider the environment: an increased number of consumers prefer "green" goods, hence organisations should pay attention to the environment.

9. Corporate brand marketing: employer brandingassists organisations in being recognised within both local and international locations.
   

The market has an influence in the forever-changing industry and communication tools. Although online media is not currently dominating the advertising spend or budget, as some point it will as technology plays an even more important role in consumers' lives.