October 11

The Future of Online Marketing

Search Engine Optimization, Social Media

In the world of online marketing, social media and the art of SEO are evolving at an incredible pace.

Consider these interesting statistics: Google sites handle about 88 billion queries a month and twitter is now approaching 20 billion. Wild eh?

Also, Facebook added over 200 million users in less than 12 months and Hitwise is saying that Facebook tops Google in weekly web traffic now.

Social media is blazing hot, but is by no means mutually exclusive of search. Search has expanded beyond Google and marketers must now consider other search channels such as internal Facebook search and mobile search as channels where customers are now looking for products and services.

The cross-roads of search engine and social media innovations are in flux with dynamics of changing consumer preferences for information discovery, consumption and sharing.  In the speed of all this change is an opportunity for marketers to execute an active marketing strategy that converges the disciplines of search, social media, content and online public relations.

I believe the future of marketing brings the best of these disciplines together. To meet consumer needs, whether it’s B2B or B2C, it’s inevitable that PR will know SEO and Social Media Marketers with be versed in media relations.

Because there are so many online information sources, companies sales cycles are getting longer. Customers expect more than being presented with features and benefits followed by a call to action.

For marketers, it’s not better to just give more. “Better” is better. Better content, better visibility in all the places customers might looking or influenced by. It also means a better experience in brand / consumer interactions.

For example, online searchers expect not only to find what they’re looking for on a search engine, but to interact with the results through commenting, rating, joining as well as buying. A purchase is just the start of social engagement with customers and customer marketing with social media continues to be a growth area.

Active online marketing pays attention to those customer needs and creates a dynamic cycle of social and search interaction.

There are so many changes and much to look forward to in 2013 and beyond. Here are three areas in particular (of many) that I think marketers should pay attention to in the coming years:

Content Marketing –  Good content extends beyond the browser and includes mobile, social and any other kind of search.  This trend is only going to continue and get increasingly competitive for those that can’t afford professional writers.

Content Curation – The sheer volume of content out there now is overwhelming with social publishing platforms online and mobile making it incredibly easy to create and share. Original content writing is very expensive and creatively challenging in the long term. Content curation serves as an efficient model for marketers to engage consumers as a source of signal amongst the noise.

Social Commerce – Companies like Minneapolis based Alvenda are empowering ecommerce on Facebook with brands like Brooks Brothers, Delta Airlines and Best Buy. It’s still early days for social commerce but if companies can make it part of the social experience, I think it will serve as true channel for Social Media ROI.

I think the future of marketing is dynamic, challenging and full of promise for companies that can commit themselves to a process of testing, engagement, coordinating cross channel efforts and refinement.

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