Chief Marketer just sent out a new article on their view of what is going to be hot in marketing in 2008. They bring up some good points, with new electronic media becoming more and more user friendly, I think the major trend is going to be focused in that medium.

According to TNS, from 2006 to 2007 ad spending on the internet has increased 16.7%, almost three times any other medium. That being said on average the home building industry spends approximately 3% of their entire marketing budget on internet and electronic media advertising. This is compared to 24% of time that an average 40+ adult actually spends using the internet. These numbers also do not take into count paid search, which is equally as important as actually just advertising on the internet. Actually, in my opinion it is more important.

So if you are not already budgeting to increase your internet presence, via a better website, paid search, search optimization or website advertising, you better rethink your 2008 marketing plan. The electronic age is here and it is only going to increase in the opportunities to get in front of your potential new customers.

Upon returning from a series of recent conferences, a consistent theme kept popping up, “Are we speaking to the right people?”. Not only that, but are we even talking with the correct message. For years marketers have gone out of their way to send a unique message. Tell a different story, make it memorable. However, it seems we might be missing the mark if we are consistently telling the same story to the all our audiences.

I know we all are aware of marketing to specific demographics. But what happens when you have more than one generation or gender you are speaking too. Do they all respond the same to your message? Is the message broad enough to touch them all? Often the answer is no. Sometimes it takes a bold approach to NOT talk to everyone, pair down your audience and start sending a message that speaks directly to them. I know it is not easy to cut off potential customers, but if you are not reaching them anyway with your diluted message to the masses, you are not really risking anything.

To market better in these unsure times, speak to a very specific audience, make the message hit home with them and them only. Do not try and cast your net as far as you can and think it will catch you more fish, often it is the single targeted throw that receives the best most profitable results.