"2010 Online Marketing" is the fourth report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
...
"2010 Online Marketing" is the fourth report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward
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2010 Online Marketing Influencers: Trend Predictions in 140 characters by TrendsspottingPresentation Transcript
More in this series >
Social Media | Mobile | Videos | Technology | Consumer Trends
TrendsSpotting Market
Research is now running its
third annual prediction reports
following major trends in six
categories. We will be
featuring the predictions of
digital and marketing experts
on the big changes awaiting us
in the coming year.
This year we are adopting a
new “tweet style” format,
easier for you to focus on,
comprehend and forward.
More in this series >
Social Media | Mobile | Videos | Technology | Consumer Trends
Findings:
Major trends in 2010 Online marketing:
Across many of these predictions, we
have identified the following trends
suggested to influence Online Marketing:
#social media #games #e-mail
#real time #direct response
#measurement #geo-location
#mobile #videos #niche
Display, Video, Games, Location
KEN MALLON DUNCAN SOUTHGATE
Sr V.P., Custom Solutions Global Innovation Director
Dynamic Logic Millward Brown
@kpmallon @millward_brown
Online display: In 2010, advertisers will experiment with new, larger ad formats. novelty
wore off. We'd expect this (novelty wears off) for most of the new, larger ad formats .
.
Viral video will move from art to science: viral video analytics - becoming sophisticated.
A more scientific approach to viral campaign planning.
Advertisers will invest in viral seeding strategies, promote their videos via online
influencers, Facebook video-sharing app. and targeted, paid placements.. Advertisers
becoming smarter about developing & selecting ads with the most viral video potential
Gaming gets more social and mobile.
Geo-targeting of marketing messages as the number of GPS-enabled devices continues
to rise. FourSquare and other apps with a hybrid location/social-networking component
to grow significantly in 2010.
Utility-focused location applications gain popularity on GPS-enabled mobile devices.
Even if consumers won't share their location with brands, brands can share their
locations with consumers.
Source: Advertising Age
Search, Video Ads & Data Integration..
KEN MALLON DUNCAN SOUTHGATE
Sr V.P., Custom Solutions Global Innovation Director
Dynamic Logic Millward Brown
@kpmallon @millward_brown
Search evolves, but not everyone notices. Search will do well,thanks to its clear and
measurable short-term ROI. Search will become increasingly real-time.
Social Search, More consumers to search on the move. Research to continue into the
interaction between search and display advertising.
Brands will realize online video is not a panacea. Online video advertising continues to
grow at a high rate, and we expect this trend to continue into 2010. Beyond the PC,
online video is increasingly being watched via gaming consoles (eg. Xbox360) and mobile.
.
YouTube is also increasingly embracing short (15 second) pre-rolls and skippable video
ads. Smart advertisers to pre-test their online creative before investing in relatively
high online CPMs.
Brands start taking advantage of social graphs.2010 there will be a heightened need for
brands to understand how to be more social in order to access these more segmented
networks. Integration trend stimulated by privacy concerns.
Data integration enables insightful 'tradigital' learning…from managing "digital" to
managing "tradigital" as the lines of demarcation between traditional and digital media
blur. Data integration will remain at the heart of our measurement challenge.
.
Source: Advertising Age
Social Media, Games, Video, Direct Response
@jeremysliew JEREMYS LIEW
Managing Director
Lightspeed Venture Partners
Social games overflow out of Facebook. In 2010, they will overflow Facebook and spill
into the open web.
Games optimized for Facebook will need to be modified to work well on the open web.
email and IM without any “platform rules” restricting communication channels may offer
new channels for growth.
Brand advertising starts to move online, boosting premium display, video and social
media - needs of brand advertisers- safe content, brand metric measurement, real reach
and frequency measurement, and guaranteed delivery across a campaign. .
Video content allows the repurposing of 30- second TV commercials. Video ad networks
benefited from TV ad dollars moving online, following users who are increasing watching
their video online.
Social media sites use integrations and take advantage of the native behavior on social
media.
Direct Response Advertising becomes ever more efficient. Around 30% of direct
response is spent online...
Source: Lightspeed Venture Blog
Contextual Targeting , Real Time
@jeremysliew JEREMYS LIEW
Managing Director
Lightspeed Venture Partners
Demographic, behavioral and contextual targeting, are helping direct marketers to
more efficiently reach their target customers.
While the FTC may limit behavioral targeting in the future, the trend still favors direct
marketers, who are able to acquire customers relatively inexpensively.
Finding Money and Saving Money online -Many consumer are looking online to save
money, or to find money. I expect further innovation in helping people find additional
sources of cash.
.
Discount ecommerce: discount shopping clubs, single SKU sales, or pay to bid auctions,
Coupon and discount code sites, Online payday lending companies, reverse mortgage
companies are all likely to see growth this year.
Real time web usage outpaces business models - Real time information puts a new spin
on categories like user generated content, news, vertical search, local information and
Q&A.
Real-time location info sounds more like a content innovation than a sales model
innovation. Q&A is one area where there may be some real opportunity. Around 30% of
queries are transactional, and hence monetizatable...
Source: Lightspeed Venture Blog
Social Media Ad Ecosystem
@whatsnext B.L.OCHMAN
Internet Marketer, Blogger
Blog strategy Consultant
Big agencies will keep snapping up consultants with social media experience.
Blog and other social media advertising will become the hot ad medium of the
year and ad agencies will screw up big-time as they learn the ropes.
Ad agencies will take the lead in social media.
Companies will finally realize that using social media effectively is neither free
nor cheap.
Source: Whats Next
Distributed , Personalized, Contextualized Media
@eMarketer GEOFF RAMSEY
CEO, Co-Founder
eMarketer
2010 - US ad budgets crack open just a little, look for an accelerated migration of ad
dollars from traditional to digital media. Even post-recession, aggregate media dollars
will fail to return to former levels.
The measurement and accountability mandate will intensify demand for lower-cost,
more efficient media. Media will shrink to match the true value it is delivering to
financial marketers by better measurement systems.
Media fragmentation will force marketers to target their messages to ever smaller niche
audiences.
Digital technologies are creating new opportunities for firms to self-market.
While media dollars have imploded, media consumption will continue to explode due
to increasingly empowered consumers and further advances in technology.
Look for media to become more: Distributed , Personalized and Contextualized
Source: eMarketer
Social Media, Engagement
@eMarketer GEOFF RAMSEY
CEO, Co-Founder
eMarketer
Advertising will support less and less of the load for content and entertainment. The
classic interruption/disruption model of advertising will erode, if not fade away.
Marketers are clamoring for more direct contact with consumers, especially to engage
with them on social networks, and this will divert ad money and attention away from
third-party publishers.
Advertising on social networks will never attract a large share of marketers‟ ad
dollars. Spending on non-advertising forms of social marketing will rise significantly next
year and beyond.
Marketers will be increasingly willing to trade off reach for deeper engagement.
Technologies and ad solutions that allow them to reach only the people who - by their
digital footprints - indicate that they are likely prospects.
The spending emphasis is on internal staffing, and building structures and systems for
two-way, real-time communications with consumers—and not so much on deploying
ads..
Whether or not the recession ends, 2010 will bring about monumental change.
Source: eMarketer
Metrics, Consumer Data, Audience centric Web
@nielsenwire JOHN BURBANK
CEO
Nielson Online Division
The next phase of the Internet- “audience-centric Web”.
Metrics will answer traditional marketing questions: Who saw my ad? Did I affect
the way they think about my product? Did they actually buy more?
A brand‟s measure of online impact will be the same as on TV or mobile or print.
The richer the consumer data, the richer the business opportunity.
Source: Nielsen
Online Customer Community
@smallbiztrends ANITA CAMPBELL
Editor
Small Business Trends
@smallbiztrends: More businesses will create their own customer communities
online. Free/low cost tools make it easy..
Integrated Marketing, Monitoring, Brand Advocates
@adamcohen ADAM COHEN
Partner
Rosetta
@adamcohen: Social media tactics become integrated tools in the relationship
marketing arsenal.
@adamcohen: Companies struggle adapting processes for customer interaction in
marketing, sales, customer service & PR.
@adamcohen: Marketing programs focus more on activating brand advocates than
general customers.
@adamcohen: Social media monitoring industry consolidates and matures, drawing
closer to web analytics.
UGC, SEO, Social Media, Real Time..
@marc_meyer MARC MEYER
Principal
Digital Marketing Response Group
@marc_meyer: UGC will become more and more prominent as an alternative to
traditional marketing..
@marc_meyer: SEO and Social Media will continue to be the driving force in
online marketing.
@marc_meyer: Google Real Time Search will be a game changer.
Social Media Measurement
@cbensen CONNIE BENSEN
Director of Social Media & Community Strategy
Alterian
@cbensen: SM Monitoring will be a full fledged aspect of enterprise marketing, a
part of integrated marketing rather than a novelty standalone channel.
@cbensen: Marketers will need SM Monitoring integrated with marketing tech to
perform analysis & campaigns across all channels and cust exp processes.
Online Customer Engagement
@johnbattelle JOHN BATTELLE
Founder & Chairman
Federated Media
@johnbattelle: Marketers who engage directly with customers online via
publishing platforms will win.
More „Educated‟ Customers
@adambroitman ADAM BROITMAN
Partner & Ringleader
Circ.us
@adambroitman: Consumers will become more educated about how they are
targeted, and still do nothing.
Online Will Conquer Offline Marketing
@danielwaisberg DANIEL WAISBERG
Head of Web Analytics
Easynet
@danielwaisberg: Websites will be replaced by pieces of content & design to be
delivered based on user behavior.
@danielwaisberg: Online will conquer Offline Marketing and be used as a tool to
plan and measure offline behavior.
The Year Marketing Dies.
@augieray AUGIE RAY
Sr. Analyst of Social Computing
Forrester
The search engine changes mean 2010 will be the year when brands can run but
they cannot hide
In 2010, your brand will be more defined by what you do and who you are!
No marketing budget can possibly overcome the actual experience consumers have
(and share with friends, followers and Google) with the product, service, or
organization.
Consumers will use Social Media to exert more influence over marketing and
business decisions
Social Media tools improve and more and older consumers climb the Social
Technographics Ladder, moving from Inactives, Spectators, and Joiners to
Collectors, Critics, and Creators.
Source: Forrester
Search, Video Ads
@eMarketer eMARKETER
Digital Intelligence
@eMarketer
Slowly recovering economy, combined with basic structural changes in how
marketers and the public use media, will lead to Internet ad spending growth in
early 2010.
During 2010 & 2011, search will continue to grow at mid-single-digit rates, while
classified spending will decrease again both years.
.
Video ad spending growth will far outpace any other online format, running in the
34% to 45% range from 2009 through 2014. .
Video ads moving from the sidelines to center stage, becoming the main form of
brand advertising in the digital space..
Source: eMarketer.com
Hybrid Plan, Data, Social + Search
@eMarketer eMARKETER
Digital Intelligence
@eMarketer
Hybrid Plans that combine subscription fees with advertising - More marketers
will increasingly embrace online video advertising, supported by the twin boom of
video streams and video ad networks.
More transparency on websites could undermine Online Ad efforts - consumers
increasingly concerned about privacy issues..
.
Websites let users know what data is being kept about them and give them options
to remove data.
Social Plus Search will equal better results, More Ad opportunities.
Source: eMarketer.com
Mobile, Commerce, Earned Media
@eMarketer eMARKETER
Digital Intelligence
@eMarketer
Mobile commerce‟s time has arrived - consumers are using their devices to buy
books, apparel and other items associated with online shopping on a PC..
Retailers grapple with measuring Social Commerce - retailers will become more
serious about trying to measure social media’s impact on sales.
Mobile Is moving into the mainstream - Mobile ad spending will rise from $416
million in 2009 to $593 million in 2010 as more brands and agencies integrate
mobile into their marketing mix.
Earned media takes center stage - Marketers will demand better ways to manage
and measure the impact of earned media.
Source: eMarketer.com
Mobile, Video Ads, Budget Reallocation
@eiaa EIAA
EIAA research findings: 94% of marketers across Europe are planning to increase
online advertising in 2010.
Mobile is a rising star : 97% predict growth in mobile advertising during 2010 and
again in 2011.
.
Reallocation of traditional advertising budgets - the biggest shift in spend has
been from traditional direct marketing. Shift of investment from television
budgets as broadcast content is becoming increasingly available via the internet.
Video also continues to secure budget from other media.
Source: EIAA
Small Business Trends
@adology C.LEE SMITH
President & CEO
Ad-ology Research
28% of in enterprise spend forsay they plan to spend more on online video in
Surge small business owners social platforms in late 2010. U.S. online
2010, up 75% over market will grow
community softwarelast year‟s plans. 63% in 2010 to $679 million.
Businesses are looking for ways to secure social media activities. They will realize
25% say the same about social networking.
it will be cheaper to purchase this software in the cloud
Traditional enterprise software providers (such as Microsoft with Sharepoint 2010)
21% plan to commit more resources to mobile advertising.
will enter this market.
Facebook was ranked the most beneficial social network for small business,
followed by LinkedIn and Twitter.
More standard ways of measuring social business value .
E-mail marketing continues to be the most popular online marketing method for
small businesses, but these numbers show increased acceptance for emerging media
since last year’s study.
Source: Marketing Forecast
Small Business Trends
@adology C.LEE SMITH
President & CEO
Ad-ology Research
29% plan increased advertising spending overall, targeting increased resources to
online, direct mail, and newspaper advertising..
More than one-third plan to spend more time writing white papers and e-articles.
52% plan to devote more to cause marketing in 2010.
42% plan to participate in trade shows or conferences (18% increase).
Source: Marketing Forecast
On Small Business
@dollarmarketing JOHN ARNOLD
Marketing Speaker
Author
Search Engine Optimization : search engines will be looking for more relevant and
personalized content from publishers and brands.
Paid Search: search advertising prices will remain reasonable, and average returns will
remain comparably high.
E-mail Marketing: E-mail marketing will remain highly predictable in 2010 and may even
become more powerful as e-mail service providers improve.
Social Network Marketing: Social media has one redeeming quality for marketers--lots
and lots of eyeballs
Blogging: 2010 will be a year that exposes the blogosphere's vulnerability to the
law of averages.
Web Presence: Driving visitor traffic to your website isn't the way to go for 2010.
Instead, you need to spend 2010 driving your website content to the visitor traffic.
Source: Entreprenuer.com
On Small Business
@dollarmarketing JOHN ARNOLD
Marketing Speaker
Author
Mobile Marketing: Demand is increasing dramatically for mobile applications and
mobile web-browsing due to wider adoption of devices like the iPhone and the
Google Android phone.
Podcasting and Online Radio: 2010 will be a year of exploration for online
broadcasters as they struggle to find and attract loyal audiences. iTunes has long
been the leader in podcasting, but there are still no clear leaders in internet radio.
Online Video: In 2010, watch for video to become more accessible to small
businesses through online outlets.
Source: Entreprenuer.com
Interactive Marketing Trends
@ hanssmellinckx HANS SMELLINCKX
Co-Founder
Social Marketing Forum
Neuromarkting: Investigating how your target audience will receive your publicity or
how they will use your website. This is not just based on click behaviour or pure metrics,
but how the human brain is working.
E-mail marketing more alive than ever: 46% of all people share content on social
platform by using e-mail. E-mail marketing will become more and more popular, but
hopefully agencies will improve their knowledge about the medium.
Infobesitas: Advertisers and websites are still thinking mass media and CPM, so people
will start to decrease their media consumption and being more focused.. next year will
be the year to getting it relevant, including advertising.
Behaviour marketing: people are fed up with your nonsense advertising. Relevancy will
bring you success and a high brand value and as consumers are looking into great
experiences, your brand value will become more and more important.
The i community: having relevant messages to the individual will become very
important.
Integration is key: With the rise of social marketing, model integration will become more
and more important..
Source: Digital Marketing 101
Interactive Marketing Trends
@hanssmellinckx HANS SMELLINCKX
Co-Founder
Social Marketing Forum
Search becoming personal and predictive - semantic web will become reality in 2010
and probably mainstream in 2011.
Big brands feeling the heat- Several big brands will feel the heat of smaller brands who
are putting the consumer central in their organisation.
Twitter, finally a business reason: Due to Google this becomes a very cheap alternative
to mass media.
The biggest hoax in 2010: Social email marketing
Source: Digital Marketing 101
SEO Trends
@randfish RAND FISHKIN
CEO, Co-Founder
SEOmoz
This Real-Time Search thing is outta here - In 2010, this fades away. Perhaps not
entirely, but we won't be seeing it for nearly as many queries with the prevalence we do
today.
..
Twitter's "Link Graph" is the real deal. Expect algorithms/metrics like PageRank,
TrustRank, etc. will find their way into how Google uses the real-time data. tweets are
going to carry their own weight in helping pages rank.
.
Personalized Search is here to stay.
It's going to be a Two-Engine, 80/20 world. A year from now, most webmasters will be
looking at a scenario where Comscore/Hitwise reports Binghoo! has ~25-28% market
share, but those engines combine to send a little under 20% of all search traffic.
Site Explorer & Linkdomain will disappear.
SEO Spending will rise dramatically. 2010 is the Year of Conversion Rate Optimization.
.
Source: SEOmoz
Experiments and Consolidations
@trendsspotting APURBA SEN
Analyst and Co-author
TrendsSpotting
@trendsspotting: 'Click thru' dies as measure for the effectiveness of brand-
building campaigns. The movement against the “last click”- gains momentum.
@trendsspotting: With search queries getting longer & search becoming more real
time, ad coverage & thereby monetizing Long tail continues to be a sore throat
for the publishers as well as advertisers.
@trendsspotting: Expect Facebook, MySpace & other social media publishers to
experiment with new ad formats (video) and/or to create scarcity of inventory.
That's 'basic economics' after all.
@trendsspotting: Content consumption/ Video viewing will continue moving
stealthy to major gaming consoles and wifi digital frames. Expect some niche Ad
network to tap this opportunity.
?
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Erick Saul
Thanks for sharing
Web Solution India - Internet Marketing Agency : http://www.websolution.co.in/ 2 years ago
Hans Smellinckx
www.onlinemarketingmanager.be 2 years ago