7 Small Business Marketing Predictions for 2012

Each year brings new shifts in the way consumers behave and how businesses communicate with them. As we look ahead to 2012, several clear trends are emerging — some exciting, some overdue, and some that will push small businesses to rethink how they connect with customers. Below are seven small business marketing predictions for 2012 that reflect changes already underway and innovations we expect to accelerate.

QR codes will be the “IT” thing. And, unfortunately, that also means QR codes will become the most misused item of 2012. Marketers will slap a QR code on anything and everything — if it has a client’s name on it, the instinct will be to add a QR code. A few standout campaigns will break through, but much of what gets produced will fall into the “just because we can” category.

Retailers will finally get it. This is the year retailers begin integrating social media meaningfully into the in-store experience. Expect to see more reminders to leave reviews, check in, and share experiences online. Tablets will begin appearing at store counters and customer service desks as retailers take social engagement seriously at the store level.

Google+ will take a completely different approach from Facebook. In 2012, they will worry far less about users and far more about brands. Once businesses understand the search benefits of participating in Google+, adoption will climb quickly. Even if consumers never use it socially, brands will — because Google+ will become a customer service and conversion tool through search weighting alone.

Analytics platforms will improve or incorporate mobile analytics. Until now, mobile data has been an afterthought in many first- and second-generation analytics tools. In 2012, that gap begins to close. Expect platforms to improve, workflows to become more efficient, and reporting to integrate more seamlessly with what businesses actually need. For the first time, companies will have access to analytics tools that incorporate social data in a meaningful and usable way — something that has been hit-or-miss until now.

Online reputation management becomes essential. Your company’s online reputation will matter more than ever in 2012. Monitoring reviews, mentions, and comments is no longer optional. A single negative review on Google Places can immediately impact sales. You must take control of the conversation by sharing positive content about your business daily and closely monitoring what’s being said.

Local search continues its explosive growth. In 2011, geo-targeted local search surged. That momentum will only accelerate in 2012. Consumers want to know what’s near them — restaurants, stores, services — and they expect to find that information instantly on their mobile devices. Businesses that optimize for local intent and location-based queries will have a major advantage.

Social television becomes mainstream. You’ve already seen it with prime-time programming: #program hashtags integrated into TV broadcasts. As networks try to reduce DVR delays and encourage live viewing, expect more partnerships with Twitter and other real-time platforms. Live events already generate strong online conversations — the next step is seeing how scripted shows replicate that same energy.

These seven small business marketing predictions offer a glimpse into how 2012 may unfold. What do you see on the horizon this year? What are you hoping the industry embraces — or leaves behind? Share your thoughts and join the conversation.