By Molly Williams
Is it really 2010 already? I’ve put together a few predictions for where I see the industry going in 2010. At a later date, I’ll expand on these ideas, but for now here’s a glimpse into the next year.
1. Mobile Internet use will explode
In 2010, advanced smart phones, 4G technology, and improved mobile security systems will make it possible for people to navigate the Web from their phones the same way they do on their home or laptop computers. And with this shift, there will be an explosion of companies and organizations adding a significant mobile component to their digital programs. They had better. Or, come 2011, they’re going to find themselves a year behind their competitors spending twice the money to catch up with them.
For international organizations, this change will be even more dramatic. In many developing countries, where Internet connectivity simply isn’t as consistent and omnipresent as it is in the US and Europe and where mobile networks are growing at an enormous rate, consumers will simply bypass computers altogether. They will use their mobile phones exclusively to access the Web.
Unfortunately, I also predict that many organizations will make the mistake of spending huge amounts of money to build fancy mobile apps and extravagant WAP, or mobile sites, that might win them “street cred” among some but will do little to connect with their audiences or achieve their business goals. This will be a mistake for most. The key to navigating this dramatic shift from computers to mobile will be to tip toe into the mobile waters. Base-level mobile sites and simple apps will be all that most companies need to lay a foundation on which to build in 2011 and beyond.
2. E-mail marketing makes a come back
In 2010, we’ll continue to see organizations clamoring to enter the social media space and generate big followings. However, consumers will become pickier about who they align their interests with and will become more reluctant to “follow” and “friend” without having developed a relationship with an organization first. This is where e-mail marketing comes in. Companies who do it right will figure out how to leverage e-mailing marketing to bolster their social media success.
Think of e-mail marketing as the gateway to social media. Organizations can build trust among their target audiences through credible and consistent e-mail alerts. This is a transparent, opt-in marketing tool. Now, let’s be clear that random bits of nonsense sent via e-mail will not go over well. Online users will ignore them, delete them, unsubscribe to the company’s mailing list and worst yet, they may even bad mouth the e-mail-abusing company on their social networks. Such behavior might ultimately tarnish the company’s brand and create an audience even more reluctant to engage with the company online and offline. Like most other forms of marketing, e-mails need to provide value to their audiences. Reports, important news updates, events, coupons, sales, job openings, etc are all examples of information that consumers value. And of course, each e-mail should tease the company’s social media channels encouraging e-mail subscribers to find the company there. Once the trust is built through valuable and consistent e-mails, users will be more likely to engage socially.
3. Traditional advertising continues to cede significant ground to online marketing
In our current economic and political climate – which isn’t going to change much in 2010 – consumers have proven to be inconsistent and unpredictable. Therefore, it no longer makes sense for many companies to commit to huge print and television ad buys with 6-month lead times because in doing so they must commit to one key message that may not resonate with their audiences when the ads finally run. That’s an economic gamble that companies don’t need to make anymore. SEM, online advertising, social media and Web sites provide platforms for companies to customize their messaging in real-time in direct response to their audiences. In 2010, ad networks will standardize video advertising, mobile ad networks will mature, social media marketing will continue to expand, and traditional advertisers are going to see a major hit to their bottom lines.
4. Online video becomes a “must have” not just a “nice to have”
Online video is huge. We all already know this, but in 2010 the video watching experience online will become even more opulent, more dynamic, and more interactive. And because of this it will become – if it hasn’t already – the online source for news and entertainment. Therefore, it will take on an even more important role in online communications and marketing.
To appeal to their audiences’ evolving tastes, all organizations will need to make a financial investment, and not necessarily a big one, in showing more than they tell through the use of video on their Web sites. Additionally, video will need to be richly integrated with mobile devices and will require seamless incorporation among social media channels.
5. Oh and my final prediction for the year, the St. Louis Cardinals will win the world series!
Feature image courtesy of Nocturbulous – Flickr Creative Commons
