2011 Webmarketing strategies forecast

Author: Mohammed ALAMI

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Agenda

Shift from offline to online marketing Forrester Survey 2009 Emarketer Trends 2009-2014

Webmarketing tactics Forrester’s Interactive Advertising Models

Video usage Gartner’s Hype cycle 2010 VSEO video Search Optimization Video Ad 2011: the most dramatic growth story Video online for Awareness

Recommandations

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Shift from offline to online marketing

Carrefully select and mix for better communication and conversion

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Forrester Survey 2009204 marketing executives from firms with +200 employees across multiple industries. Interactive Will CanniBalize Traditional mediaThis year, more marketers are shifting budget from traditional to interactive media rather than supporting interactive efforts with new monies as they have in years past

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Print media about to die

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eMarketer forecast 2009-2014 Online Ad Spend Continues Double-Digit Growth meta-analysis of research estimates and methodologies

from dozens of firms that track ad spending.

“This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.”

“This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.”

“In addition, marketers of all sizes increasingly acknowledge the internet’s central place in people’s lives by devoting larger shares of their ad budgets to digital,”

“This trend reflects how most forms of internet advertising are now seen as more of a ‘sure thing’ than most traditional media.”

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Forrester’s Interactive Advertising Models

“We expect search marketing, online display advertising; email marketing, social media, and mobile marketing collectively to grow to nearly $55 billion by 2014.”

Forrester’s Interactive Advertising Models

Search marketing accounts for 59% (15% SEO, 85% SEM) of the overall, Display Ads for 31%, Email marketing for 5%, Social media 3%, and Mobile Marketing for 2%.

Forrester’s Interactive Advertising Models

Increased spend on SEO : Investments in SEO were on the rise before the recession. But now, marketers looking for clicks at a cost much lower than paid search are joining those who return to SEO after mastering paid search programs.

Social media optimization (SMO) is part of SEO effort while Social media campaign aims for direct sale or promotion to customers.

Smarter, bigger search programs: Today more than 80% of marketers embrace paid search and SEO.

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Email Marketing is Dead

Email Marketing Benchmark Report (July 2010) released by marketingSherpa.com, the average open rate of emails in the USA dropped from 14% half 2 of 2007 to 11.2% half 2 of 2009.

Growth rate statistics for businesses using FaceBook as a means of communicating with their customers.

2008 – 42% of businesses (statistics) 2009 – 58% of businesses (statistics) 2010 – 73% of businesses (statistics) 2011 – 80% of Businesses (forecast) 2012 – 88% of businesses (forecast)

Video Web Usage

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Gartner’s Hype cycle 2010

The most interesting is Video search which is rising up the “peak of inflated expectations”, and is also relevant for marketing

VSEO video Search Optimization

YouTube traffic already responsible for many searches, but never appeared on the market share lists on which Bing is now trying to catch Google.

If it had been, YouTube would have been the

second largest

search engine out there.

(Source: searchenginewatch.com

)

USA, Source Hitwise Canada, Source Hitwise

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Video online for Awareness

Proliferation of online video content and advances in video players and ad servers means better inventory, more consumer usage, and better measurement for advertisers. Proctor & Gamble’s Charmin bundles pre-roll ads in with its regular TV buys and sees 300% lift in awareness and recall from its online video spots. (Source: Forrester)

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Calibrate your SEO efforts to competitors, have a SEM strategy that reinforce SEO.

Identify partners for Rich media display Ads Develop your brand awareness through

SMO : Blog (Wordpress) and microblog (Twitter) Social network (LinkedIn) Sharing communities (Slideshare) News aggregators (Digg) Bookmarking sites (del.icio.us) wikis (Wikipédia) Video platforms (YouTube).

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