2011 Hot Trends in Digital Marketing

Marketing in the digital space has taken over. The incidental success of social network channels has enabled companies and organizations to reach consumers on a depth and level never before seen in traditional advertising mediums.

More companies and organizations are advertising online as they realize the internet’s potential to zero-in on their target markets and consumers with more flair and efficiency – and lower costs.

Marketing in the digital space has taken over. The incidental success of social network channels has enabled companies and organizations to reach consumers on a depth and level never before seen in traditional advertising mediums.

More companies and organizations are advertising online as they realize the internet’s potential to zero-in on their target markets and consumers with more flair and efficiency – and lower costs.

Digital marketing has evolved to include communication between consumer and brand – as well as consumer to consumer, and given companies further insights into how we consume, and who is consuming their products.

With this wealth of information and open communication medium, what will be the hot trends in digital marketing in 2011?

1.       Application

The tools and technology are already out there. The evolution ahead, now lies in how we use it. We know all about search and social media – the platforms currently out there are more advanced than their users.

We’ve already thought, planned and discussed them, now it’s time to use them.

2.       Link up online and offline marketing

Not a new or radical concept, but few have ventured into these waters. Marketers who focus and find success in integrating the two mediums will be finding the Holy Grail in the market.

3.       Building brands online

Monetizing content, applications, social media and service will be the new ways to profit from the internet – and a new trend consumers will see.

But after receiving these services for free, will consumers bite?

Organizations will have to work further to build an online brand presence people can engage with and trust to win their dollars.

4.       New (digital) business models

Companies looking for new ways to value ad and drive revenues will develop new and innovative ways of tweaking existing business models.

For example, publishers will combine advertising with retailing and virtual goods and currencies may prove popular in the coming years.

5.       Better execution

Organizational structures, teams and infrastructure are currently not as effective as they could be.

Although widely discussed, yet to implement is the right talent, with the right processes and technology infrastructure – to give better results.

6.       Content is King

For some time, content has been all about SEO and little for engagement. It’s faster to produce and more cost effective – and it drives traffic. But the audience now wants quality – no one wants to flick through pages of search results, only to find one or two desirable pieces of content.

7.       Data mining

And why not? We have customer profiles and information, why not use it (online, as well as offline) to create better and well targeted campaigns – speaking to the right consumer, and leave the rest who are simply not interested, alone.

8.       Privacy

Expect more regulations – and customer distress over the issue of privacy.

9.       User experience

We’re going to see better integration of user and technology – devices that make sense to people in design and feel. Video for commerce will be the next hot trend – and further developments in search.

10.   The business in social media

Companies have already realized the potential – and success – of social media to promote their products and services. Next, companies with fine tune their approach and use social media in more areas – such as customer service.

11.   Playing games

Games are increasingly hot with users, drive engagement and loyalty – and can also be monetized. Growing in popularity is the use of games in online advertising campaigns.

12.   Sold! To the highest bidder

Advertising space, platform players, tool and services are predicted to exist in biddable form over time – along with an array of creative, targeting and payment options.

13.   Speed-to-publish

The speed of publishing, crisis management, customer service and search will get faster. Internet users want response, and want it now.

14.   Mobile web takeover

In some economies such as India, consumers by-pass the pc altogether and excess the web, primarily through their mobile devices – taking up applications, content and advertising.

Online companies focused on mobile growth can expect it to take off.

15.   eBooks

And reading devices. E-readers are finally becoming more mainstream after years of trial and error.

What might this mean to the book publishing world?

16.   Localization

Google looks set to lead the way on localization of search – which is good news for local businesses, and consumers. But will this interfere with directory businesses?

Read the full report on Econsultancy

Liz Zuliani

EconomyWatch.com