7 Marketing Predictions for 2011 (Plus One for Good Measure)
I can’t really claim these are anticipated, but here they are, my 2011 predictions advertising/marketing/communication specific to the New Year. For the record, my last few years’ predictions have been accurate. Use or dismiss this prose at your discretion.
Prediction #1: Video will play a keener role in website conversions, and marketing as a whole. It’s already happening and with YouTube the second most popular search engine (that’s right, only Google is bigger), it just makes sense. Zappos and other sites already know this, so test video on your site(s) and watch conversions skyrocket. As such, SEO/SEM will play a critical role in marketing effectiveness next year.
Prediction #2: Consumer and Business purchasing decision-makers are changing their buying patterns because of advances in technology and the ubiquity of information that can be had on Google, YouTube, Yahoo, Bing, Rock Melt and the like. Thus, those who understand data – specifically how that data relates to transactional occurrences by each KEY target market segment – will rule the day. This applies to both customer and prospect segments. We have trained buyers to this fact: know intuitively who I am, what I am seeking and make it as easy as possible for me to do/continue to do business with you. Those companies that don’t understand this will be watching their bottom lines evaporate.
Prediction #3: Larger companies will hire more reputation mangers to make sure they can react swiftly to the chatter – specifically the negative chatter – that is so easy to post and even easier to go viral in 2011 and beyond. It’s a trend that will continue to grow and customers/prospects gain more powerful customer relation options thanks to the the web.
Prediction #4: Social media will be forced to and will become more ROI-centric. With the vast amount of testing going on, new applications and the continued marriage of direct marketing with social media/interactive marketing communications, the Twitters, Facebooks, and Linkedins of the world will adjust and find models that work to help move beyond branding to more measurable marketing.
Prediction #5: Communities will grow in their importance to sway purchasing decisions. The old saying of “Birds of a feather, flock together” will prove to be more poignant in 2011 than at almost any other time, marketing-wise, in 2011.
Prediction #6: Smart phones/Tablets will accelerate the growth and importance of mobile marketing – finally – in 2011. The I-Phone, Android operating system from Google, and perhaps RIM (Blackberry), along with some much needed competition to the I-Pad will help make the combination on mobility and marketing a easier to justify marketing spend because it will be more trackable and accountable.
Prediction #7: Traditional media will become more integrated into emerging/interactive media. The two will continue to work in harmony, balancing each other and working more powerfully together than they would on their own. You’re already seeing in with smart (QR) codes in direct mail, the marriage of print and online and the growing power of Facebook and YouTube with broadcast, among other examples.
Prediction #8 (BONUS Prediction): Those who continue to apply direct marketing thinking and experiment with tried and true testing across all media will prove to be the big winners in 2011. Test often. Test boldly and test for real ROMI, not simply visits, clicks or fan page statistics.
I hope all your marketing goals are met in 2011 and that it becomes a year of marketing that’s measurable for you and your organization.
January 28th, 2011 at 7:55 pm
Regarding social media becoming more ROI-centric, what sort of testing is being done or what new applications are currrently moving social media into the measurable realm? And do current efforts apply to both B2C and B2B?
February 18th, 2011 at 3:29 pm
http://networkeffect.allthingsd.com/20110217/google-elevates-social-from-the-search-results-ghetto-but-only-when-deemed-worthy/?mod=ATD_rss