Webmarketing 2011 Forecast


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Reviewing Forrester and eMarketer predictions for 2011, My view is a mix between their analysis, my experience and my thoughts.

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Webmarketing 2011 Forecast

  1. 1. 2011 Webmarketing strategiesforecast<br />Author: Mohammed ALAMI<br />
  2. 2. 2<br />Agenda<br />Shift from offline to online marketing<br />Forrester Survey 2009<br />Emarketer Trends 2009-2014 <br />Webmarketing tactics<br />Forrester’s Interactive AdvertisingModels<br />Video usage<br />Gartner’sHype cycle 2010<br />VSEO videoSearchOptimization<br />Video Ad 2011: the most dramatic growth story<br />Video online for Awareness<br />Recommandations<br />
  3. 3. 3<br />Shift from offline to online marketing<br />Carrefully select and mix for better communication and conversion<br />
  4. 4. 4<br />Forrester Survey 2009<br />204 marketing executives from firms with +200 employees across multiple industries. Interactive Will CanniBalize Traditional media<br />This year, more marketers are shifting budget from traditional to interactive media rather than supporting interactive efforts with new monies as they have in years past <br />
  5. 5. Print media about to die<br />5<br />
  6. 6. eMarketerforecast2009-2014<br />Online Ad Spend Continues Double-Digit Growth<br />meta-analysis of research estimates and methodologies from dozens of firms that track ad spending.<br />6<br />“This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.”<br />“This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.”<br />“This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.”<br />“In addition, marketers of all sizes increasingly acknowledge the internet’s central place in people’s lives by devoting larger shares of their ad budgets to digital,” <br />
  7. 7. Forrester’s Interactive AdvertisingModels<br />7<br />“We expect search marketing, online display advertising; email marketing, social media, and mobile marketing collectively to grow to nearly $55 billion by 2014.”<br />
  8. 8. Forrester’s Interactive Advertising Models<br />Search marketing accounts for 59% (15% SEO, 85% SEM) of the overall, Display Ads for 31%, Email marketing for 5%, Social media 3%, and Mobile Marketing for 2%.<br />
  9. 9. Forrester’s Interactive AdvertisingModels<br />Smarter, bigger search programs: Today more than 80% of marketers embrace paid search and SEO.<br />Increased spend on SEO : Investments in SEO were on the rise before the recession. But now, marketers looking for clicks at a cost much lower than paid search are joining those who return to SEO after mastering paid search programs.<br />Social media optimization (SMO) is part of SEO effort while Social media campaign aims for direct sale or promotion to customers.<br />
  10. 10. Email Marketing is Dead<br />Email Marketing Benchmark Report (July 2010) released by marketingSherpa.com, the average open rate of emails in the USA dropped from 14% half 2 of 2007 to 11.2%half 2 of 2009.<br />Growth rate statistics for businesses using FaceBook as a means of communicating with their customers.<br /><ul><li>2008 – 42% of businesses (statistics)
  11. 11. 2009 – 58% of businesses (statistics)
  12. 12. 2010 – 73% of businesses (statistics)
  13. 13. 2011 – 80% of Businesses (forecast)
  14. 14. 2012 – 88% of businesses (forecast)</li></ul>10<br />
  15. 15. Video Web Usage<br />
  16. 16. Gartner’s Hype cycle 2010<br />12<br />The most interesting is Video search which is rising up the “peak of inflated expectations”, and is also relevant for marketing<br />
  17. 17. VSEO videoSearchOptimization<br />YouTube traffic already responsible for many searches, but never appeared on the market share lists on which Bing is now trying to catch Google. <br />If it had been, YouTube would have been the second largest search engine out there. <br />(Source: searchenginewatch.com)<br />Canada, Source Hitwise<br />USA, Source Hitwise<br />
  18. 18. Video online for Awareness<br />Proliferation of online video content and advances in video players and ad servers means better inventory, more consumer usage, and better measurement for advertisers. Proctor & Gamble’s Charmin bundles pre-roll ads in with its regular TV buys and sees 300% lift in awareness and recall from its online video spots. (Source: Forrester)<br />14<br />
  19. 19. Calibrate your SEO efforts to competitors, have a SEM strategy that reinforce SEO. <br />Identify partners for Rich media display Ads <br />Develop your brand awareness through SMO :<br /><ul><li>Blog (Wordpress) and microblog(Twitter)
  20. 20. Social network (LinkedIn)
  21. 21. Sharing communities (Slideshare)
  22. 22. News aggregators (Digg)
  23. 23. Bookmarking sites (del.icio.us)
  24. 24. wikis (Wikipédia)
  25. 25. Video platforms (YouTube).</li></ul>My recommendations<br />15<br />