It will be increasingly difficult for brands to ignore the web when making marketing decisions. The brands that get ahead will be the ones that harness the web to work in conjunction with their existing offline campaigns while adopting more social marketing strategies to generating new consumer insights.
Customers will continue to increase their time spent online and they need to be reach where they prefer to be reached.
Even for companies marketing entirely online or B2B businesses, the question will be how to benefit from blogs, social media and search engine to achieve the marketing goals?
How to take their brand message online and into web communities that will create new business opportunities?
Here are 3 web marketing trends to consider:
1) A Shift in Web Properties to Blend Online With Offline Campaigns
There are two parts to this trend. First is the optimization of web properties, specifically efforts in blogs, social media, search engine optimization and email.
Second is the strategic usage of those web properties within an overall campaign that may or may not include offline media (e.g. direct mail, catalogs, print ads, TV, radio etc.).
Benefits to consider:
Both online and offline campaigns have similar concepts in reaching target audience with different processes so define your desire outcome first.
- More touch points (frequency) to reach target audience throughout the buying process
- Lowers marketing costs by shifting more campaigns online from offline (plus flexible payment models)
- Faster time-to-benefit in tools and planning
- Find out more about your customers via two way conversation online
- More strategic options with online campaigns (e.g. brand awareness campaign, call-to-action campaign, lead-generation campaign)
- Target new customer base across multiple demographic for wider reach
Ideas for action: For consumer brands – build and drive traffic to your own community, identify and communicate directly with your fans to help close the sales with promotions, coupons or rewards.
This is a popular approach to get opt-ins and many consumers actually look for these value-added deals.
Aggregate your social media profile on all outbound materials both online and offline to support the decision and buying process of prospects and customers.
Own the relationship and be platform agnostic with you network of customers, focus on supporting the needs of the community as a priority before promoting your offerings. As always, enlist someone that will take ownership in this role.
For B2B brands – Leverage content marketing strategy to drive sales leads from search engine ads, email campaigns, social media communities, affiliate blogs or offline media to a highly targeted micro-site for prospects to opt-in for webinars, podcasts or free resources (e.g. whitepaper, reports, presentations).
The goal is to pre-qualify leads that can filter through the sales cycle to improve the probability to convert the sales efficiently.
When you’re able to convert sales efficiently, it saves time and money allowing your operations to be more productivity.
2) New Measuring Matrix: Hybrid Measurement
Unlike traditional forms of gathering consumer insight, online tools are often cheaper, based on much larger sample sizes, and are quicker to deliver results.
For the past few years the value of search engine marketing (SEM) are measured largely by ad impressions, page views and click through rates.
However, as internet users are more willing to input additional data online, companies are now looking to measure key metrics of engagement on a person-level.
According to a recent comScore and Starcom USA’s study on how U.S. Internet users click on display ads, “Only 8% of internet users now account for 85% of all clicks… The results underscore the notion that, for most display ad campaigns, the click-through is not the most appropriate metric for evaluating campaign performance. Rather, advertisers should consider evaluating campaigns based on their view-through impact.”
That’s just one of the examples that web analytics can be misleading.
It will continue to be challenging for marketers to abstract reliable data as social media adds another pile of data to the media measurement mix.
The future trend to measure more accurately will be to combine technical web analytics (server logs) with a sampling of user surveys (opt-in by visitors) that visits the site. Although there will be sampling errors, it certainly beats making assumptions that doesn’t reflect real user behaviors.
Benefits to consider:
- Provides more realistic feedback that extends the meaning of web analytics
- Rich information aggregation from online surveys/feedback forms provide personal data and demographics to better understand your audience
- Keep track of page(s) users frequent and the duration can help you benchmark it against server data to find the delta in errors
- Can be utilized across multiple platforms including mobile, gaming, ad networks and offline campaigns
Ideas for action: Create a web survey on your site, put them on different pages then compare them with your web analytics.
Develop your own dashboard using hybrid measurement by choosing one that’s has the API integration with your Google Analytics account (most of them do now).
There are a number of online survey tools such SurveyMonkey, Checkbox, SurveyGizmo, Zoomerang, GetResponse, Vovici, QuestionPro, Kampyle, and you can even use Google docs as your survey tool.
Reward visitors that take the survey with coupons, discounts or gifts (sometimes it’s not even necessary, just a thank you will do).
Switch out the questions, put them on different pages and try different styles of asking from stealth at-the-corner feedback button to in-your-face pop ups.
3) Marketing Platform Extends to Mobile, Social, and Local in Real-Time
There is no question with 13 hours of YouTube videos uploaded every minute and over 900,000 blog posts every 24 hour, you can definitely count on the continuation of information overload over the social web.
This means content has to be tailored to fit the lifestyle of today’s digerati on smart phones that can accessible the web via faster and more available network.
Accordingly to The Niesen Company, “U.S. mobile subscriber base grew 7% to 277 million by the second quarter of 2009, which represented 221 million unique users…. Social networking drove the growth train for mobile Internet, with a 187% increase in audience for the year ending July 2009. The distribution of 18.3 million unique social network users by the top three sites is Facebook (26% reach), MySpace (13% reach) and Twitter (7% reach).”
What does this mean? It’s means that the growth in social networking will accelerate as mobile technology advances to embrace emerging trends in mobile social commerce, on-demand interaction from the real-time web, and fascinating concept of augmented reality.
Brands should leverage mobile marketing strategy to drive sales and cultivate customer engagement.
There are a number of ways to do this but ultimately consumer brands will have an easier time in adopting the usage of the mobile platform than B2B companies.
The opportunities for B2B companies remain the same – to generate leads and shorten the sales cycle.
Marketers will need to rethink content marketing strategy that aligns with the business objectives to deliver a dynamic mobile consumer experience.
Benefits to consider:
- More opportunities to engage with customers (new or existing) means brand building and top-of-mind awareness
- Smartphone owners tend to be affluent with expendable income, making it a prime target for product and service marketing (ready-to-buy candidates)
- Aggregate rich user information (e.g. user profile, ratings, recommendations, tags etc.) from location based mobile apps
- There are numerous mobile apps that can push out information across all social networks by authenticating with your Twitter, Facebook, or YouTube account, making it mobile and real-time viral
- Deliver superior experience with augmented reality
Ideas for action: Leverage the mobile platform to provide unique location based experiences (e.g. services, games, ads, commerce) for your audience via instant customer support (e.g. assist in the buying process like check inventories or availabilities), real-time product information (e.g. price check, health labels), or event promotional notifications (e.g. cause marketing programs for non-profits, or buy-it-now via SMS or mobile web app/browser).
Another idea is to create downloadable coupons to promote offline activities to drive traffic to local events. According to RetailMeNot, “coupons are now the deciding factor in purchases for nearly one-third of consumers.”
In today’s economy, coupon is the call-to-action that can produce rapid, favorable results to drive sales. Offer coupons based on location also helps your customer to discover new retail locations, making marketing as a service via alerts.
The take away: These Web marketing trends will reshape your marketing efforts as more conversations, engagements and experiences are delivered via the internet.
In order to stay relevant, brands must transition to become more social on the web and use mobile platforms to gain competitive advantage or risk of loosing opportunities.
Are you thinking about moving your marketing efforts online?
If you’re already doing the mix and match of online and offline marketing, how are you measuring your ROI? Do you have a mobile marketing strategy?
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Nice Site layout for your blog. I am looking forward to reading more from you.
Tom Humes
The merged marketing approach is a huge must for companies to grow in the future. Silo-ing each channels will stagnate company growth. Also, there has been a lot of improvements in social networking platform tools.
It will be difficult at first for companies to loosen control of their brand, but once they feel comfortable with letting the customer promote their brand, they should see significant growth.
Hello from Russia!
Can I quote a post in your blog with the link to you?
Scott,
Great points. The biggest challenge is still people and the ability to steer the entire team towards the new direction. Some people don’t like change or loosing control, it’s not about technology but people, process and business. Thanks for your comment.
Great blog. Can you point me to any business models relating to mobile advertising (i.e. hit rate and fee per hit)?
Many thanks,
Daniel
Daniel,
You can research using some of the sources I reference in terms of statistics. Like Nielsen, Harris, Marketing Charts, CTIA or Ipsos. Flurry seems to do good mobile analytics and AdMob and JiWire has good mobile advertising product and services.
Just wanted to tell you thanks for all the great info found on your site, even helped me with my work recently
keep it up!
There is a massive change underway in the mobile media market as it becomes unshackled from the operators’ portals that have dominated it for a decade, all without having made any significant inroads into the content use of mobile users. The new capped data packages, fuelled by further competition, will see a total revamp of the mobile media market. It will no longer be based on portals but on direct services by content and services providers via open source phones and mobile-friendly Internet-based services. The next step is the continued emergence of m-commerce and in particular m-payment services.
Thanks for the feedback, keep in mind that mobile is more of an emerging trend and isn’t yet relevant and applicable medium to put all your eggs in. However; I do encourage for those ready to incorporate mobile as part of their marketing strategy to start small and develop a pilot program such as an iPhone App, and focus on “real-time” and “location-based” features.
Hi, Some really good solid points, thanks for sharing them. I’m a little dubious on the subject of online forms & questionaires. I’d question, especially when looking for info on purchasing trends, whether the kind of people who can be bothered to fill out forms online are actually in the social band that buy products. But certainly, once we can distinguish between the social media searcher & the quick I/O buyer information, I think that this could be a revenue maker on its own.
All the best
Col
Colin, thanks for your comments. The problem with your typical online recommendation and feedback (like via Amazon) is that most people are more incline to provide them when they’re either really happy or very disappointed in their purchase or experience. That’s why a lot of ratings especially on a closed community like Amazon can be very bias with mostly 5 stars or 1-2 stars. I agree that most people would not bother to fill out forms, but if you make it as painless as possible with attractive incentives, you’d be surprise on what information you can collect.
Very nice post. In marketing your business it is a great idea that you vary the techniques you use. It will enhance your chances of having a customers.
Thanks for the post. But my question is this – Is Social media a dependable online marketing tool? Are traffic derived from social medial actually targeted as compared to search engines or are just one time hit?
There are lots of buzz about leveraging social medial for online marketing enhancement which I still cannot correlate. I mean will a qualified prospect be heading to You Tube to search for a “cheap flight ticket” or to yahoo? I still reckon that Seo holds all the the aces as far as web marketing is concerned.
Rommel,
In marketing, just like what Jay Abraham stated, “everything is a test.” Thanks for the comment.
Willy,
Social media, like all internet marketing tools can deliver highly targeted and qualified traffic – if done right obviously (with the right strategy). What social media traffic adds is another “vote” for search engine to recognize your authority and relevancy.
If someone is looking for cheap flight ticket on search engine like Google and bunch of people talk about that topic on Twitter and links are directed towards a specific site, it would help your SEO ranking anyway since search engines indexes social network data. In fact, think of it as an added social proof and channel to integrate to your marketing mix.
Read this post on how to integrate all 3: How To Integrate Email Marketing, SEO and Social Media.
I just discovered your website/blog and I have to say you are the first person I have read that is finally thinking what I am thinking and DOING WHAT I AM DOING. Nice to know that I am not alone! This was one of your best. I have been consulting and providing these very strategies to clients for the past year.
web marketing would be the next trend in advertising. there are millions of potential costumers on the internet `.`
Thanks for your helpful and informative blog. Mobile Marketing has grown rapidly in this kind of industry. It is a type of promotion via mobile devices. But it still closely related to Internet marketing. And I guess that Mobile marketing can easily connected to the target market because 8 out of 10 person in the world having their own personal mobile. They can easily access to your marketing page wherever they are. – mobilemarketingvenue.com
This piece of information is really amazing. Thanks, I enjoy reading it.
Great post…Like cheese and fine wine, online and offline inherently go together. The key is to start thinking about digital early and utilize both channels in a way that is not only consistent, but complementary. The changes we’re seeing afford the opportunity to lead, to excel, and to challenge each other to continuously redefine how we operate in the space. purchase mailing lists.