What Are the Key Marketing Trends in 2010?
1. Social Network Marketing to Increase
What is social networking? According to Bob Baker, author of MySpace Music Marketing, social networking success stories have one thing in common: "They’re all about the ping-pong effect ― It’s you sharing yourself with and getting to know dozens, and then perhaps hundreds of people. In turn, those people mention you to their friends."
Social networking is about building links with other major traffic sites and increasing your awareness to potential customers. It is also about promoting your expertise and credibility in the marketplace so that you are seen as a point of reference. Sending hundreds of bulk meaningless emails that could potential annoy or be seen as spam is not what this is about. The important difference is to identify your target market and actively promote yourself to them.
While they are all still emerging marketing tools, YouTube, Facebook, Myspace, Issuu and Vimeo are names of sites you should start to get yourself and your business familiar with.
2. Website Content to Look Different
A 5 page website with contact form is going to become less common. Successful companies are working hard to put more in-depth keyword-rich content into their sites, while constantly engaging with their clients and updating regularly. For example, rather than adding a page about their range of taps, web marketers are launching forums and blogs on “how to fix a leaking tap” sponsored by or with reference to the sponsor business. This ensures that the key search phrase “how to fix a leaking tap” traffic is picked up and converted into online leads.
Other marketing tips for database acquisition, client profiling and search engine optimisation include white papers (in depth articles on specific topics), adding blogs, forums and inviting comments, and providing opportunity for your website communications to be forwarded by your clients to their friends.
3. Increased use of Video Content in Websites
Video has the power to create an image or strengthen a brand; something which text and images alone may not be able to achieve. In regards to customer service, companies like Lexmark use embedded video to highlight their range of products. Others use video to answer frequently asked questions or give advice on how to fix a problem. Video adds value to a website.
4. Less Above the Line Advertising
The economic downturn has seen national advertisers predict a contraction in total above the line advertising expenditure for 2009 of 2.4 per cent - the largest decrease in advertising expenditure ever predicted, according to the 2008 Starcom MediaVest Group's annual Media Futures report. However internet spend will continue to grow while email, point-of-sale and PR will benefit from increased marketing expenditure.
There has been a dramatic change in just one year, with companies now assessing their marketing expenditure in light of an uncertain future. The internet is expected to be the main beneficiary of main media expenditure next year. Advertisers anticipate that the internet will be the strongest performing media channel and almost six in 10 national advertisers intend to increase their internet budgets during 2009.
5. More use of targeted Email Campaigns
It is expected there will be a major increase in email campaigns due to cost efficiency and ability to measure outcome as opposed to other direct mail vehicles. This could potentially lead to a greater unsubscribe rate from customers if the message is irrelevant or does not fulfill the readers' needs. On average, only 11% of your database read your email thoroughly so more than ever marketers need to ensure their message is eye catching, relevant and provides a real solution.
6. Online Shopping to continue to climb
Whilst the likes of JC Penny and Harvey Norman do not believe Australia is ready for mass market online sites, niche online businesses provide for a good return-on-investment. For low involvement purchases, customers want the ability to look around, research and compare value. The ecommerce sites that do provide quality content and an easy-to-use checkout facility will continue to grow their online sales component of their business.
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