Hot Online Marketing Trends 2010

I have already predicted hot marketing trends for the year 2010. But relatively I observed these days offline marketing activities are combined with online. Offline marketers are trying to get the most from their online strategies as well. According to the blogs and web sites and also based on my current knowledge following online marketing trends are predictable this year.

1-      Segmentation becomes the important online strategy to deliver personalized communication to the customer. Likewise in offline marketing, segmenting the customers and sending them relevant marketing messages are going to be the key task for online marketers. Using the behavioral data online marketers need to find profitable and meaningful segments to convey the message which suit them best. This year online marketers will spend their three-quarter time for this and construct the online marketing activity more meaningful.

As a part of the segmentation strategy, email marketing is predicted to be the major outcome of it. Companies which solely work online keep on investing more on email marketing and through effective segmentation offer a very proper and personalized communication to the customers.  The only threat is, with the current economic problems how customers are going to respond to the email marketing of the firms. For this customers opinion should be obtained about the email frequency.

2-      Search marketing will continue to evolve and become stronger in the behavior of online customers. Consumer information search phase is closely associated to the search marketing. Apart from the search engines other social sites such as YouTube, Twitter, will also become more influential. This automatically boost the effort of search engine optimization , but it is also projected since customers look for more relevant results search engines may also change their logarithms and strategies in this year. We have to wait and see for this.

3-      Tracking is likely to be the online soldier to defend your strategies and tactics. Online tracking of purchase behavior, search engine behaviors are also going to play major roles in an organization’s activities.  Use of Google analytics site tracking is the other key to measure the success.

4-      Social media is always emerging as an important strategy for the business. The buzz online is the main source of reputation for the firms operate online and offline. The negative word of mouth online will drop over 40% sales and spread more negative buzz about the firm. The effective handling of social media will also be an important strategy for firms in 2010.

5-      Development of holistic digital portfolios will be the next trend in the year 2010. Earlier firms randomly did their digital marketing activities without uniqueness. But the important fact is, it is obligatory to combine everything as one strategy and build uniqueness among those. They are web site, Facebook page, blog, Twitter etc.

6-      Consideration of Bing predicted to grow. Normally online firms formulate their strategy keeping Google in mind. Now the creative discovery from Bing stimulates online marketers to think about it in their online marketing mix. The battle between Google and Bing, is the important factor online marketers need to consider.

7-       Mobile web market is the new point companies need to look at. Now with the rapid increase in mobile penetration globally, customers want to keep their mobile phones as their purchasing wallet. Now it is time for online marketers to make use the mobile strategy and integrate with web applications.

8-      Online customers think more about savings when they make a purchase. As a part of online strategy marketers need to convey messages about online coupons and savings concept. Since now online customers are price sensitive and they always look for better deal to buy online.

9-      Real time search from Google will be the other new study area for online marketers. The concept behind this is, getting relevant and fresh results for the searches. Click here to learn more

10-   Fewer registrations for web sites. Because of larger number of players in the competitive online market place, people find it difficult to remember their password and other information. So Facebook Connect and Open ID becoming popular where people use to register or sign-up for sites with one username and password

These are the trends to influence the online marketing strategies in the year 2010. Still Google remains the market leader place, the domination grows further. But still the hacking of Google China can give an impact on its strategies. Let’s wait and see

Marketing Trends and Challenges in year 2010

Prediction is very difficult, especially about the future. The current world is not a place where you predict and undertake the works. Now everything is changing very quickly and fast. Specially predicting about consumers is a petty difficult task, and involves lot of uncertainties. For marketers there is a challenging year ahead and they have to adopt the following trends and challenges to overcome this.

1 – Value is the king.

Still the globe is suffering with recession. Since the customers are more prices sensitive these days they will look only for value more than the brand even  before. So marketers should think about delivering maximum value to the customers.

2- Brand differentiation is the key

Now customers are overloaded with many choices. Products, services, communication are confusing the customers with overloaded information. The great success depends for marketers on how they are going to differentiate their brand with competitors. Value additions, excellent service quality and features are going to be the key factors to retain customers.

3- Growing customer expectations

These days’ brands are barely keeping up with customer expectations. Every day customers come across new innovations and look for more from their favorite brands. Smart marketers need to identify all the expectation of their customers and capitalize on the unmet needs.  The brands which identify the unmet needs of the customers are going to be the survivors in the hard economic time.

4- Old tricks don’t work/won’t work anymore .They’re talking to each other before talking to the brand

Just sending them with attractive promotional messages, e-mails, newsletters are not going to work well when compared to past gone days. Rather than getting attracted to firm communication people are going to believe their peer groups. They first communicate with their peer group and then with the brand. So social networking is going to be a key marketing tactics to be used or to be considered by marketers.

5 – Market space goes more online

The online market place tends to grow than before. People find better deals online. It’s time for organizations to think about proper online marketing strategies. What are the important stuffs a firm needs to consider in the online market place?

• Facebook will replace the personal e-mail – it has been now used widely and had become a verb as well. Like people say “I Googled” now they tend to say “I facebooked”.
• Fewer registrations for web sites. Because of larger number of players in the competitive online market place, people find it difficult to remember their password and other information. So Facebook Connect and OpendID becming popular where people use to register or signup for sites with one username and password.
• Disruption vs. Continuity – The social networking is continuing to grow faster and companies are investing and starting up online communities to build their business and market their product.
• PPC might phase-out and SEO will play a role. Because of recession, companies try to reduce spending on Google and concentrate their effort on search engine optimization. But still social network advertising might grow.
• Analytics is the best way to track your visitor behavior and site activities.

6 – Customer engagement will be the pin point
Continuous touch and engagement with the customers will be a step up the ladder . Just sticking in one sales point  is no longer sustainable for a  firm.

7 – Emergence of mobile commerce

Though the mobile penetration is increasing, but it has not yet delivered the promise. Only recently mobiles use has been extended to payment for goods and services. Now it’s time for markets to think about mobile marketing in the coming year.

So what are the challenges they face? Now marketers must balance and mange various pressures by increasing consumer engagement, value, differentiate, demonstrate performance, leverage all information and analysis and developing innovative and sustainable strategies. It seems still marketers are trying to adopt a long term sustainable model. Now apart from the above mentioned factors they face following challenges as well.

1-      Marketers  are less confident about the future.

2-      Many marketers are fighting the crisis with low budget

3-       The crisis makes the marketers to rethink about the media budget

It is now clear marketers are restricted with financial position. Sustainably positioning  marketing as key value adding department in the long term is going to be the major task for marketers. They have to

• Differentiate the strategies based on the green arguments which will only prove highly effective for firms those who adopted it in their corporate strategy, and business model and company culture.

• Convince top management about the marketing budget, because today the size of the marketing budget is the first one challenged by others.

• Marketers need to use performance management tools to track, manage and predict the financial return.

• Analytical skills have now become the paramount important to marketers. Making complex decisions are going to be based on generating relevant insights from the marketing data.

Lets wait and see……………