ADOBE digital marketing trends 2011

1. What did you learn that is "new" from the survey?

I'm surprised that personalization, though rated as very effective by the respondents, is one of the least deployed tactics. The article didn't explain why, but I would assume the major hurdle to personalization would not only be cost, but the manner in which information from potential customers would be derived.

This brings to mind Tyra Banks' recently launched website: http://www.typef.com/. The site is designed to create personalized fashion and beauty tips for women from varying backgrounds. Though the idea and intention of the website is exciting, I see a few issues with personalizing fashion and beauty advice for a diverse range of women. The issue of privacy arises as the highest risk because in order to get your personalized fashion advice, you must upload you facebook information as well as other personal information that would further focus the tips you recieve from the site. I also wonder how the site will constantly provide personalized fashion and beauty tips without providing material that is superfluous and unnecessary. Mass cutomization only works when people are given the opportunity to choose what they want. Typef.com does succeed in this area as the site works like a pandora website where users can like or dislike the information they are given as a feedback system to site developers. I think personalization is the new frontier in catering to customers, but is really only applicable in certain industries.

2. What did you read that sparked an idea for NWIRP and how might that idea be used?

Though the article stated that the returns on social media weren't neccesarily clear, I feel that a non-profit's best bet is to let as many people know about the services it provides as possible. The only way to this in an affordable, fast, effecient way is through social media outlets. Not only are they free, they give the organization an opportunity to simplify its message in a way that is more palatable to its target audience. The best way to achieve success with social media is constant engagement with our target audience. The article sites commenting and feedback as very effective ways to facilitate engagement and measure returns on investment. My idea would be to strengthen that communication by easing the ability of NWIRP followers to comment and provide feedback on all our social media campaigns as well as enhancing the NWIRP website to provide a space for dialogue and feedback.