If new media marketing was an onion, 2009 peeled away just the surface layer of potential. However, in 2010, we’re heading deep into that onion – get ready to cry… in a good way. Last year’s new media tools are maturing, and their business purpose is quickly coming into focus for more and more users. To that end, I’m excited about the deeper integration of these tools that I expect to see in 2010.
The opportunities that I recommend paying attention to in 2010 have not changed much from what I recommended in 2009. They have, however, become much more targeted. I think 2010 will be less of the “year of new“, and more of the “year of better.”
In February of 2009, I presented “Internet Marketing: Five Things You Must Know in 2009” to the Home Builders Association of Maryland. In that presentation, the key items I outlined for builders to focus on were:
- Website analytics
- Search – SEO & Paid Search
- Mobile Internet
- Social Media
Below you can see the slides I presented then:
As I’ve prepared and reviewed marketing plans for 2010, many of the topics are generally the same, but in most of the categories, the specifics have gotten a lot more specific – AND the synergies [sorry for the buzzword] between them have all gotten stronger. Here are some examples of the convergences I’m talking about.
- Search Engine Optimization – What shows up on page one of a Google search, now more than ever, is impacted by real-time social media conversations. Additionally, the opportunity to have video results appear on that page have increased. Clearly, any 2010 SEO strategy is fully integrated with the social media and video strategy.
- Video – Moving beyond last year’s basics of high-quality and YouTube, in 2010, video will need to be a driver of traffic via search engines. It will need to be produced faster, and it will need to be available in more places – company website, YouTube, blog, Facebook, mobile friendly options, among others.
- Mobile – The continued proliferation of mobile phones offering a rich internet experience has made mobile a more realistic and justifiable investment. The cost of developing iPhone “apps” are steadily decreasing, as is the cost of developing a mobile website. In 2010, the focus will go beyond just being mobile. The prizes will be found by making the mobile experience fast, relevant, and rich – This means including prices, photos, easy contact options (integrated with the phone), social media integration, and mobile friendly video.
- Social Media – This year will bring out big evolutions in social media – Companies will focus on better integrating social activity into their own website, and everything else they do online, and many tools will simply mature to a level making it easier to recognize their business value.
So what will you be working on in 2010? Anything you think I missed?