This summer I had the opportunity to review
Shar VanBoskirk’s
report, US Interactive Marketing Forecast, 2009 to 2014. The content and prognostication really resonated with me and our webinar with Shar last month delivered on the expectations set in her report.

Below we’re providing the top 10 lessons learned from the event. You can find a recording of the event online at

https://www2.gotomeeting.com/register/412147091
.

Top 10 Lessons—Interactive Marketing Strategic Outlook

1. Interactive marketing is thriving at the expense of  traditional marketing & advertising

According to Forrester Research, Inc., within five years, interactive marketing will take 21% of the overall advertising budget, a $55B market. This growth will be fueled by the advanced sophistication of interactive tools and the overall shift away from advertising spending. In prior years, interactive marketing has been funded by increased marketing budgets, but now it will be funded by shifting dollars from traditional advertising budgets. Traditional advertising is actually costing less as marketers get more efficient and targeted. According to Shar, marketers are still not doing a good job of getting their channel mix/investments aligned. Money is still being spent in places where consumer adoption is stagnant on declining like newspapers, magazines, and television.

2. Consumers expect interactive relationships

Not only are consumers interested in interacting with their favorite brands, but they expect that their favorite brands listen to what they have to say. This need can be fulfilled through two-way transactional communication via online discussion forums, online videos and social networking. Consumer ratings and reviews are just the tip of the iceberg. Consumers expect more of a conversation, instead of the old “one-to-many” approach of marketing by megaphone. Listening and responding to consumers is the currency of the day when it comes to influencing consumers.

3. Invest in your interactive marketing strategy now, even if it’s counterintuitive, in a down economy

Marketers are prioritizing channels that are well-tested, investing in things that they know already work (email, SEO, paid search) because of the measurable return on investment. However, now is the perfect time to experiment with new channels while the cost is relatively low and before your competitors are there.

4. When it comes social media campaigns (both created social channels and paid placement in socialmedia), Forrester recommends marketers follow their POST methodology:

o People: who is your audience and how do they use social media


o Objectives: what do you want to accomplish


o Strategy: how do you plan to achieve your objective (consider all “what-if” scenarios)


o Technology: what technologies fit your people, objectives and strategy

5. Search marketing will continue to dominate.

Search (paid and SEO) is the mainstay channel and represents the majority of interactive spending across the board. This channel is so critical to an effective online strategy that it really should be prioritized as soon as possible if it’s not already something you’re focused on. In fact, search engine optimization and search engine marketing are taking the majority of all interactive spend.

6. When it comes to search engine optimization, it’s important to embrace off-site optimization as well

Offsite optimization is user-generated content that promotes your brand in a positive way. Create a strategy that extends beyond your website by promoting positive references about your brand in external references; i.e., social media, video- and photo-sharing sites. Look for all of the areas where your brand is represented well, and leverage assets that your advocates have created for you.

7. Use the personal, time-sensitive nature of mobile marketing to your advantage

It is important to think how your consumer will be using the technology; mobile marketing is most effective when it is time sensitive and location based.

8. Re-evaluate your MVCs (most valuable customers)

Define your most valuable customers, figure out their search habits and tailor your keywords for SEO accordingly.

9. Measurement = Comfort

Companies are becoming more comfortable with social media due to the fact that they are better equipped to measure their social media campaigns. That way, they can rest assured that they are seeing a return on their investments.

10. Invest in getting smarter about customers and program performance

Although flashy, witty campaigns are enticing, it is more effective to create a quality message based on sound research about customers and past program performance.




Stay tuned for a few additional posts on the Q&A section of the event. We had so much interest in the event that we almost ran long … which is breaking one of my cardinal rules.




Patricia