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

1. 2011 Webmarketing strategiesforecast Author: Mohammed ALAMI

2. 2 Agenda Shift from offline to online marketing Forrester Survey 2009 Emarketer Trends 2009-2014 Webmarketing tactics Forrester’s Interactive AdvertisingModels Video usage Gartner’sHype cycle 2010 VSEO videoSearchOptimization Video Ad 2011: the most dramatic growth story Video online for Awareness Recommandations

3. 3 Shift from offline to online marketing Carrefully select and mix for better communication and conversion

4. 4 Forrester Survey 2009 204 marketing executives from firms with +200 employees across multiple industries. Interactive Will CanniBalize Traditional media 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

5. Print media about to die 5

6. eMarketerforecast2009-2014 Online Ad Spend Continues Double-Digit Growth meta-analysis of research estimates and methodologies from dozens of firms that track ad spending. 6 “This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.” “This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.” “This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.” “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,”

7. Forrester’s Interactive AdvertisingModels 7 “We expect search marketing, online display advertising; email marketing, social media, and mobile marketing collectively to grow to nearly $55 billion by 2014.”

8. Forrester’s Interactive Advertising Models 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%.

9. Forrester’s Interactive AdvertisingModels Smarter, bigger search programs: Today more than 80% of marketers embrace paid search and SEO. 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. Social media optimization (SMO) is part of SEO effort while Social media campaign aims for direct sale or promotion to customers.

11. 2009 – 58% of businesses (statistics)

12. 2010 – 73% of businesses (statistics)

13. 2011 – 80% of Businesses (forecast)

14. 2012 – 88% of businesses (forecast)10

15. Video Web Usage

16. Gartner’s Hype cycle 2010 12 The most interesting is Video search which is rising up the “peak of inflated expectations”, and is also relevant for marketing

17. VSEO videoSearchOptimization YouTube traffic already responsible for many searches, but never appeared on the market share lists on which Bing is now trying to catch Google. If it had been, YouTube would have been the second largest search engine out there. (Source: searchenginewatch.com) Canada, Source Hitwise USA, Source Hitwise

18. Video online for Awareness 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) 14

20. Social network (LinkedIn)

21. Sharing communities (Slideshare)

22. News aggregators (Digg)

23. Bookmarking sites (del.icio.us)

24. wikis (Wikipédia)

25. Video platforms (YouTube).My recommendations 15