“…the nature of work always remains a matter of social choice. It is not a result of an algorithm; it is a collection of decisions by corporations and policymakers.’ Read More
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RePosted Tuesday, February 21, 2012
By Heidi Cohen | January 10, 2011 | 23 comments
sponsored by: Adobe
Shovel and Twitter in hand during the post-Christmas Snowpocalypse, Newark Mayor Cory Booker showed that 2011 will be about being connected, showing up, and responding to customers’ needs. Like Mayor Booker, online marketers will require more than social media marketing. Further, as Mayor Booker demonstrated, an integrated approach is essential for achieving your goals. For marketers, this translates to ensuring that all facets of the marketing mix must work well together.
Seven Top Online Marketing Trends for 2011
Here are the seven top online marketing trends.
Social media marketing goes mainstream. In 2010, corporate use of social media reached a tipping point. Companies will become more sophisticated in their social media marketing usage as they get more experienced. As part of this evolution, social media will extend throughout organizations, namely customer service. Further, social media advertising will come into its own and yield relatively stronger results as happens with any new advertising platform. It’s also largely attributable to the ability to tightly target audiences based on social media activity.
The one challenge to this progress will be Facebook, Twitter, and Groupon’s high market valuations, potentially signaling a bubble.
Mobile hits its stride. While U.S. mobile expansion has been on everyone’s list for many years, 2011 will pave the way for a number of important marketing changes. Fueled by high smartphone adoption that continues to expand and an increasing percentage of mobile-only households, the U.S. is poised for enhanced mobile marketing. Recent Nielsen data shows that 30 percent of cell phones are smartphones and BlackBerries account for about a quarter of smartphones.
Source: The Nielsen Company
Along with on-the-go consumption, e-mail remains the dominant mobile activity. Further, app users have downloaded an average of 27 apps.
Source: The Nielsen Company
Based on this growth, Forrester forecasts that over 75 percent of marketers plan to include mobile in their marketing mix. Given mobile e-mail’s strength and average app downloads, focus on mobile interactive extension to meet users needs on the go. Think bite-size consumption and mobile findability (aka search). As a result, location-based services (aka LBS) such as Foursquare with competition from giants like Facebook will continue to expand their reach.
QR codes and mobile payments will also grow.
Content marketing expands in new venues. Other forms of portable devices, namely e-readers and iPads, gain traction. Apple’s iPad has sold 8.5 million units based on eMarketer’s estimates.
While Amazon has sold 8 million* Kindles, its highest selling item to-date. This is good news for publishers who consider these devices paid content consumption nirvana. These devices require that marketers think about their target market’s content consumption habits. Roughly two-thirds of consumers have paid for some form of online content according to Pew Research Center’s Internet & American Life Project. Among the dominant forms of paid content were digital music, software, cell phone and tablet apps, digital games, news articles or reports, and videos, movies, or television shows. But, before publishers run to the bank, they must assess the average $47 content spend carefully because the typical customer only spends $10!
Marketing goes real-time, not just watching issues for PR and potential fires. (Hat tip to David Meerman Scott.) Marketers must be vigilant to take advantage of marketing opportunities while mitigating the impact of small fires (for example, Ford’s use of social media to quell a PR fire). This requires a more flexible promotional and communications strategy. As a result, marketing needs to be agile because these events can’t be planned six months in advance. Further, every firm must have a crisis management plan and vigilant monitoring.
Online retail continues to take market share from other channels. Christmas 2011 showed that consumers were willing to spend money, either due to pent up desire or as shopping therapy, despite the challenging financial outlook. Online holiday purchasing grew, taking share from brick-and-mortar retail, showing consumers’ willingness to use and trust online payments. J.P. Morgan senior analyst Imran Kahn forecasts that U.S. online retail will continue to grow at a 12.4 percent CAGR (compound annual growth rate) from an estimated $166 billion in 2010 to $235 billion in 2013. While a very small percentage of holidays sales, social shopping will continue to expand its influence due to its ability to target and reach consumers early in the decision phase. Also, group buying via Groupon and its competitors will continue to be a growing trend as long as marketers can make money from these promotions.
Integrated marketing comes of age. As the big social media marketing campaigns of 2010, namely Pepsi Refresh and Old Spice, showed, integration across marketing platforms is a must! With expansion of social media marketing; mobile, e-reader, and offline marketing (remember, television still dominates!) all need to work together.
Metrics move into the spotlight for social media. Just as you do for traditional forms of marketing, as social media matures and invests real budget and headcount, management will require justification for these dollars. To this end, better social media metrics and a clear pathway to ROI is needed. Related to this is improved social monitoring to aid tracking. Further, marketers must incorporate calls-to-action and promotions to aid tracking.
As you plan for 2011, use these seven online marketing trends to guide your marketing initiatives. Bear in mind that to hit your 2011 goals, you need to have metrics including those for your social media and mobile strategies that help you achieve your corporate mission.
Do you have any other trends that you think will drive online marketing in 2011? If so, please add them in the comments section below.
* This column has been updated. An earlier version incorrectly stated the Kindle market size.
January 30th Advertising Age posted an article about ageism. Too late for the gray-hairs. I seem to recall everyone over 50 (maybe it was 40, but it seemed like 50 when I was 20) was fired for making too much money. Now it’s too much or not enough of something else.
I learned that lesson the hard way. Here’s my response posted to Ad Age just now:
I worked in advertising at the big creative agencies on both coasts for more than 18 years. When I hit 40 and was living in L.A. at the time, an well known ad agency owner looked up from his desk and said “I wouldn’t hire you ever no how no way”. When I asked why he said, “I can get someone half your age to work twice as hard for half the money”. Now that was a slap in the head with a two by four, no doubt, not to mention illegal but he was only saying what they all thought and didn’t want to say. It took a recruiter to sit me down and explain ageism to me.
Ironically, it was only then that I realized the only way to keep working was to keep reinventing myself in the digital world. I got a lowly job in a think tank in the Venice CA tech hub. Once there felt about code the way once felt about film. I was a sponge for technology and because there was nothing but new ground to cover, pulled out the stops, learned and accomplished things I would have been prohibited from doing in the Agency world.
While I love my colleagues and value experience in the advertising world, digital technology was the trip I seized and am still on. I am an award winning blogger, a sponge for all things digital and a well respected electronic commerce marketing specialist. TOTALLY SELF-TAUGHT.
In this new industry there are no holds barred as long as you are willing to stick your neck out and hit the trail.
Owner Maven Media New York
Blogging @ ExecutiveWomen2.0
I recently had a free lance writing gig and was hired by someone I already knew. Our relationship has always been strictly professional and yet, this is someone I’ve kept a friendly rapport with over some eight years. Though I wrote for his publications in the 1990’s, I never reported to him directly. So our friendship remained steady – albeit at a distance. He found himself pitching a huge piece of new business recently and asked me to work on it. I posed the usual questions about scope and time frame and of course salary.
When he asked what I would charge, I did some quick math and requested an hourly rate at my standard writing fee. When he replied that he didn’t have anywhere near that kind of money, I simply asked him to tell me what he did have. He quickly halved my number and I made the deal.
What actually transpired was I did twice the assessed work for half the fee. Very predictable as it’s never failed to go down like that in the past. The one difference was, this time I asked for the remainder of the fee I first named to be deferred to the award of the job – which is fairly likely. At that point, I was offered a job. A much better result than a one time fee. Or was it? A choice that was handed to me and, in some instances, I would not have necessarily accepted.
Why? The pros and cons of a future arrangement are: the job might not materialize, the job might materialize but not to my liking, I might be already be committed to another situation when and if the job does materialize. If I get the deferred fee: it’s cash in my hands, I feel satisfied that I was paid for the work performed and I get what I initially asked for. This proves to my possible future employer -should I work for him later on – that I drive a hard bargain and will likely do that in future negotiations with him and with his vendors.
Being tough-minded where money is concerned is a good thing to employers and especially employers who are men.
At the vanguard of emerging technology, Elaine Morris Palmer, has been a “free agent” of the new economy since the early 1990’s. Award-winning broadcast producer-cum-new-media industry-analyst, marketing strategist, journalist and communications specialist. Her digital media consultancy, Maven Media, is headquartered in New York City.