Predictions for Online Marketing in 2010

We are constantly asked by our clients, what should we anticipate this year as we leave 2009 in the rear view mirror. 

While it’s different for each client and situation, I have composed general online marketing predictions for 2010. 

1. Companies will systematically cut out marketing tactics that cannot demonstrate positive ROI - This seems like a logical conclusion for any year, but especially now that many companies have been facing tough economic times.  With online marketing, determining ROI can be less elusive.  With marketing dollars being scrutinized, every dollar counts.  The online channel is a great way to see exactly where money is spent and where money is gained.  Social media will be the only exception.
2. Successful marketers will optimized campaigns at every step – As marketers continue to become more sophisticated, I expect that they will better adjust the levers that optimize the conversion path, thereby reducing acquisition costs and increasing results and returns.
3. Customers will demand a seamless, multi-device experience - Let’s face it, consumers are in control and they will tell us how, when and even what device they want to engage with us.  As marketers we must embrace consumers where and how they want to be engaged.  Whether it’s a mobile device such as an iPhone, Blackberry or Droid, or a laptop, we’ll need to be prepared.
4. Marketers will embrace display ad and email re-targeting – As targeting capabilities continue to improve, marketers will leverage these to improve results.  Display ad and email re-targeting will play an even more important role for marketers as they strive to get more with less.
5. Marketing attribution platforms and models will improve dramatically – And finally, marketing attribution will improve to give marketers a better understanding of how different exposures and interactions contribute to an acquisition.  No longer will the last click get the credit as in years past.  While marketers try to sort out which touch gets what credit, and how to optimize, the analytics platforms will continue to improve attribution tracking capability.

What are your predictions?  And how are they different?  Please comment.

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