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Ten major online marketing trends for 2010

Nearly half of the marketers surveyed said they have already embraced social media marketing, and adoption is healthy across most social media outlets (such as blogs, Facebook, and Twitter). However, marketers still need to think more about integrating social media with other marketing tactics.

The survey suggested that online marketing is facing unprecedented change, largely brought on by a volatile economy, the meteoric rise of new channels, and an increased demand for financial accountability.

In summary, the ten main online marketing trends identified were:

1. Marketing budgets and focus continue to swing online
   Marketing dollars are going where the customers and prospects are - online. Online channels are lower cost and more measurable, and as a result continue to cannibalise traditional media. Some 84% of marketers said it is important for their organisation to shift their marketing focus to more online.
2. Marketers will work harder to keep email relevant
   Almost all marketers (92%) are using or planning to use email marketing during the coming year, making it the most widely adopted marketing tactic. With email adoption being pervasive and consumers' inboxes being increasingly crowded, marketers will move beyond their old "spray and pray" strategies and work hard to stay more relevant.
3. Search continues as an online marketing mainstay
   There are no signs that consumers will stop using search engines as their primary vehicle to find products and services. However, search marketers are starting to take notice of search engines other than Google.
4. Marketers expand targeting and personalisation of web sites
   Expect more personalisation of web sites, as 55% of marketers are already using targeting and personalisation on their sites, and another 21% will roll it out during the coming year.
5. Proliferation of other online channels persist
   Marketers are faced with a dizzying array of new channels - mobile (messaging, websites, apps), rich media (video, podcasting, gaming), social media (microblogging, social networks, user generated content), and more.
6. Mobile continues becoming more significant
   Interest in mobile marketing has exploded, driven by the tremendous success of Apple's iPhone and Google's introduction of the Android operating system. As smartphone adoption grows, mobile marketing is likely to expand beyond mobile messaging and make mobile email, mobile web sites and mobile applications more viable channels in which to conduct marketing.
7. Marketers continue to nurture social media
   Social media web sites such as Facebook and Twitter have had a meteoric rise and, as companies pinpoint the specific social tactics that work best to engage their customers, marketers will expand their social media participation.
8. Web analytics unify online data across channels
   Web analytics will increasingly focus on integrating customer data from the web, search, mobile, and social measurement.
9. IT bottlenecks drive adoption of on-demand marketing solutions
   Some 67% of marketers complained about IT's support for marketing technology needs. Marketers identified this as the number one technology bottleneck.
10. Online marketing suites bridge the gap between analysis and action
    The multitude of online channels is leaving marketers adrift in a sea of data, and web analytics tools will increasingly help them measure performance across all channels, although converting this insight into action will remain challenging.

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

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Get the hard facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and gain an invaluable library of ideas and practical support you can call upon at will.

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