Web Marketing Predictions for 2009
January 3, 2009 by Bernie
Filed under SEO, Social Media, Web 2.0
I’ve been so busy writing my social media marketing book (due out this spring) that I didn’t get around to blogging my web marketing predictions for 2009. Turns out there are several good predictions, none better than Online Marketing 2009 Predictions from Hubspot.
Peter Caputa of Hubspot makes some very compelling points. I won’t steal his thunder. You should read his post. I will however offer a complementary point of view.
Peter’s predictions revolve around the rapidly evolving changes in web marketing. He says:
- Business blogging will grow
- SEO consultants will deliver leads, not rankings
- Marketing software is a must
I agree with all three points with this to add…Effective marketing in 2009 is a paradigm shift. I even argue it’s a mindset change. Even in a weak economy all businesses must continue to market. No one disagrees with that. The question is how do you make the most of your marketing budget in 2009?
In most industries buyers turn to the web to find products and services they need. Marketers need to commit to a strategy that whole-heartedly allows them to be found on the web with effective engagement strategies.
Notice I didn’t say that marketers need to commit to being found in search engines with an effective conversion strategy. Marketers want qualified buyers coming to their doorstep. To do this a whole-hearted strategy is needed of producing a lot of great content which can engage prospective buyers on the web no matter the platform – search engines, Twitter, LinkedIn, Facebook, YouTube, industry blogs, industry social networking sites, etc., etc.
Notice I said whole-heartedly, not half-hearted. Pete points out the cost of an SEO consultant is several thousands per month. That’s because an effective SEO strategy requires creating and optimizing a lot of content. It’s not just about optimizing for search engines. SEO in 2009 is about optimizing for the web. That takes a whole-hearted commitment, not a half-hearted commitment.
Software platforms like those mentioned by Pete are also important just like CRM and accounting software is important. Measuring results requires tools and technologies coupled with smart strategies.
A whole-hearted commitment to ongoing content development for communities of people across the web is a must for effective web marketing success in 2009.
The only question this raises is should we change our company name to Find and Engage?
Bernie Borges
@berniebay
Actually Bernie… I believe you should change the company name to Find and Deliver because that is what you are totally committed to doing for your readers and clients.
Great post!
Thanks for the link love and for the compliments, Bernie.
I really like the flow of your article much better than my own. I think you’ve laid it out very concisely.
The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.
Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.
While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.
I like your “tribe” analogy. That would make a good title for a book.
Solid insights. When you say marketing software-that’s a broad category. What do you include in that? For me it’s:
* SEO optimization tool
* Demand Generation platform (lead management)
* Web Analytics
What’s on your list?
My list of marketing software is any tools/applications used by marketers to manage and measure their marketing efforts. This includes analytics, intelligence, measuring/monitoring, and CRM. Marketing software should help manage campaigns and measure results regardless of the labels we choose put on them.