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How the Marketing Landscape has Changed for 2011

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The marketing landscape is changing quite rapidly these days, if you’re still advertising the way you were in 2009, you’re missing some valuable opportunities today and more importantly, you’ll miss significant opportunities as we move into 2011.

eMarketer.com Email, Social Media to See More Marketing Dollars in 2011

Trends of 2010 out there in blog-land this week, and they are an important marker in understanding how our marketing worlds have changed. What’s important though is what you DO with that information. One of the most compelling pieces I’ve seen this week comes from eMarketer.com and it’s a nice infographic on where business executives plan to increase marketing spending in 2011. Take just a moment and let it sink in. Unsurprisingly, the single largest jumps are Email Marketing (65%) and Social Media (57%), followed by Search (41%) and Mobile (35%). The increased spending in these areas makes sense – these are new advertising mediums that are beginning to be necessary components for any business mega/worldwide or the butcher around the corner.

eMarketer.com, Email, Social Media to See More Marketing Dollars in 2011

These projections speak to a monumental shift in the way businesses spend their advertising dollars in 2011. They also allude to the fact that 50% of marketing executives plan to increase their marketing spend in 2011. So not only will businesses be spending their money differently, they’ll be spending more of it. That is indeed good news for small and large businesses alike. It means that there will be more discretionary money available in 2011, but it also means that competing for share of mind among consumers is going to be more difficult.

Compounding that shifting landscape is that 50% of business executives have a strategy and are acquiring the tools necessary implement those strategies. So not only are your competitors getting ready to spend more money, in places they haven’t spent it before, but they have also done their research.

If you were planning on marketing as usual in 2011, I’m afraid you’re way behind the eight-ball. Take some time, now, to evaluate how your business can leverage email marketing better. If you aren’t collecting email addresses, START! If you aren’t doing a monthly newsletter, IT’S TIME. If you don’t have a Facebook page, Twitter account or Blog, this is your moment. And if you’re not integrating all of these things together and wrapping in your traditional advertising with search and mobile, you’re missing out on some invaluable layers that will help to create your business’ success in 2011. The marketing world has changed and you owe it to your business to change with it.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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