Marketing is on the minds of business owners and executives in 2010 for a few good reasons:

1. Many delayed the launch of new initiatives in 2009 and pulled back on existing programs;

2. The impact of those decisions is starting to be felt in sales and brand recognition; and

3. Optimism about the new decade – especially here in Texas – has them thinking about reinvesting.

#2: Viral.

You may be tired of hearing about “viral,” but that doesn’t mean it’s going away. In fact, I believe we’re never going back. We’ve always relied on friends and personal testimonials as our #1 source for finding and choosing new products or services. We just never had immediate access to millions of them at the click of a button. As marketers, instead of pining for the days of telling our audience what to think, we must embrace a new approach and become part of the conversation. We need to monitor forums relevant to our business, cultivate relationships with influential bloggers and much more. These are the sources consumers will turn to for news, information and advice in 2010. Don’t you want to be there when they find it?

#3: Meaningful.

What do “fair trade,” “locally produced” and “conflict-free“all have in common? If you said, “They’re socially conscious business practices,” you’re only half right.  The other half of that answer is that they represent marketing gold in the 2010s.

As consumers, we’ve always been defined by the products we buy. Today, however, we care more about what those products say about our beliefs and values than ever before. Far beyond “green marketing,” this is about understanding what your customers value and delivering your product or service in a way that makes them feel good about supporting it.

How can you get in on this trend? Think broadly. Are you a family-owned business? Have you supported a charity in your community for years (or should you)? What values does your business live by and how could that create a connection between you and your customers? The answer to that question is what can spur the beginning of customer loyalty built on more than a discount card.

2010 holds renewed optimism and vast opportunity for companies ready to make the most of their brand.  Are you one of them?

Stacy Armijo is a Vice President in the Austin office of Pierpont Communications.  She advises corporations large and small as well as associations and non-profits on making the most of their brand and creating meaningful connections with customers. Learn more at www.piercom.com or contact her directly at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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