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December 2009compiled by Jason Peck
Online MarketingPredictions for 2010
Introduction
by Jason Peck
Online Marketing Predictions for 2010Page 2
marketing perspective, but also in areas such as customer service, market research, and productdevelopment. While 2009 was the year many brands started experimenting with social media, 2010will be the year people start being held accountable for using it to generate an impact.Since it’s the end of the year, I thought it’d be fun to ask some very smart people (many who I’mprivileged to call friends) to share their thoughts and predictions for online marketing in 2010.I hope you enjoy the following thoughts and that we can continue learning from each other next year.Even with economic challenges, 2009 has been a great year in online market-ing. With companies being forced to cut costs, many decided to cut traditionalad budgets and shift money online to tactics such as SEO, PPC and emailmarketing—things that can be measured and are proven to generate results.Social media has emerged as one of the biggest buzz words in the short historyof the Internet. Regardless of the tools or platforms, social media is really aboutconnecting people, engaging them, and treating them like they want to betreated. Social media is having a huge impact on business, not just from a
Jason Peck
is the product manager of eWayDirect's social media platform, where he works withdevelopers on the company's platform for customer-centric communities, helps clients implementsuccessful community strategies and helps build eWayDirect's brand online. You can find him athttp://www.jasonfpeck.comor http://www.twitter.com/jasonpeck
Social media gained consistent traction in 2009 with conversations ranging fromthe wonders of Twitter, measuring return on investment, as well as corporate andconsumer adoption. Looking toward 2010 the changes likely to happen will be far less sexy and shiny than the trends and tactics that were the focus of 2009. It islikely that 2010 will be getting back to basics focusing on tying social media tobusiness objectives and ensuring businesses understand digital analytics as thefoundation of social media ROI.From a B2B perspective, integrating social media into the sales funnel to supportlead generation and transactions will be a top priority. B2B companies are
Kipp Bodnar
http://socialmediab2b.com
Online Marketing Predictions for 2010Page 3
likely also to shift more budgets to inbound marketing strategies, which are likely to include socialmedia. Social CRM systems and integrating social data for sales team decision-making will alsobegin to happen in 2010.From a B2B perspective, integrating social media into the sales funnel to support lead generation andtransactions will be a top priority. B2B companies are likely also to shift more budgets to inboundmarketing strategies, which are likely to include social media. Social CRM systems and integratingsocial data for sales team decision-making will also begin to happen in 2010.On a more general scale, the social web will see growth in two maturing areas location-based appli-cations and live streaming video platforms. Location based applications like Foursquare and Bright-kite will gain users and refine monetization strategies. Ustream.TV is likely to become the dominantplayer in the live streaming video with business users starting to adopt live streaming in 2010. Busi-nesses will begin to leverage both of these platforms to help strengthen offline relationships withcustomers.
Kipp Bodnar
is social media marketing manager at Howard Merrell & Partners, a full-servicemarketing and advertising firm in Raleigh, NC. During his career Kipp has successfully developedand implemented social media campaigns and plans for clients in business-to-business andbusiness-to-consumer industries. In addition to his work at the agency, he is the publisher of http://socialmediab2b.com, a multi-author blog dedicated to providing examples and thoughtleadership for B2B companies planning to incorporate social media into their marketing strategy.
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