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Friday, December 29, 2006

Top 7 Marketing Trends for 2007

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As the year comes to a close, it's time to look forwards to next year and what are shaping up to be some key trends for marketers to track through the year.  To add to the already vibrant discussion of trends to pay attention to, here is my stab at a few top marketing trends that I will be watching in the new year (in no particular order):

  1. Sharing a Corporate Personality - For too many years, large organizations have focused much of their marketing and communications on becoming "faceless" - yet the danger of facelessness is now becoming better understood.  In short, companies cannot connect with customers in a meaningful and emotional way without having a personality.  As more organizations realize this fact, we will continue to see more "corporate bloggers" and more touch points for customers to interact with the true personality of a brand.  Look for social media to play a bigger part in overall marketing strategy as a result.
  2. Widget Marketing - A trend I have been following since earlier in the year, widgets have made significant strides as an accepted marketing technique in recent months.  Many new blog oriented services are launching Widgets in Typepad's gallery, startups offer their own widgets as a quick way of introducing their service, and new products like Chumby (a compact clock-radio-like product that has a wireless connection) are bringing widgets out of the online world and into the real one.  For marketers looking to offer a quick introduction to their service, or those seeking to create an online connection with customers - widgets will find more users in 2007. 
  3. Social Media Optimization - Originally introduced just a few months ago, SMO has rapidly blossomed into a movement in the online marketing industry worldwide.  Primarily being driven at the moment by those in the search marketing industry, in 2007 I suspect SMO will continue to get broader use from marketers interested in building traffic and buzz online, moving far beyond linking strategy and smart SEO into the marketing mainstream.  Hooks to allow site visitors to easily share and bookmark content may become more commonplace than those ubiquitous "email a friend" links.
  4. AutoTagging and AutoSorting - I have written often about the trend for visual search and how companies like Riya are leading the way for photo recognition technology that allows imagery on the web to be more effectively tagged and organized.  In 2007, we will see more solutions like this that offer autotagging, autosorting and the next extension of this technology ... auto recommendations, where new content of any format can be recommended and people can find new content more easily.  This will continue to create waves in how users watch video online, find music, and browse the web.
  5. Human Filtered Search - One of the effects of the personal media revolution is an exponential increase in the amount of content online.  This will continue to lead online users to search beyond the algorithm for new ways of finding information.  A key method for this is human filtered search, where people are sorting content on the web, creating their own groupings and sharing that with others.  Just as Jerry Yang initially built Yahoo as a directory to help him and friends sort through the exploding amount of content online, now sites like Squidoo and Rollyo are offering alternative ways of finding information online.  The human side of search looks set to become a force in 2007.
  6. Contentcasting - Putting content online, and then trying to spread the word about it is so 2006.  Contentcasting is set to be the new standard, enabled by RSS and a growing number of online users that are finding the only way to keep up with all the news and information they care about is to subscribe to feeds and access it that way.  Contentcasting will relate to videoblogs, audio podcasts, and frequently updated content in any area of the site - from a blog to a newsroom.  Got content that you want to spread around?  Don't just market it -- broadcast it and let your users/customers pick up the feeds.
  7. Online Identity Shifting - If you add the success of Facebook, Myspace, Vox, Second Life, LinkedIn and Flickr together - you would come to a single conclusion: that having and sharing your identity online is hot right now.  This is not about blogging or about uploading your photos online, this is a phenomenon of having an extension of your personality online to share with friends, family and colleagues.  With the number of assets we can now create - from photos and videos to full podcast programs about our lives, the appeal of sharing this with those you care about will continue to represent a force in driving more people towards social media.  Within these online representations of self, brands and products will continue to play a large role.  People will talk about products they like and don't like - they will share brand experiences, and they will even become brand ambassadors for products and services that they care about.  In this world where individual lives are shared online, there will be huge opportunities for marketers in 2007.

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SMO, SMO, that's going to be my mission for the upcoming year. Thanks for some really excellent and thought-provoking stuff. All the best in the New Year!

Contentcasting? Is that a nod to PointCast?

Ahh, I remember Dot-Com days like it was yesterday Mar97:

"The buzz phrase for this convergence is "push media." Content is pushed to you, in contrast to the invitational pull you make when you click on the Web. The push can be gentle, in-your-face, intermittent, in the background, or always on."

Of course this time, the game is very different - broadband, low cost, open system - though I think we need everyone to get rid of that ugly "RSS" name for greater adaption.

GREAT overview of hot trends, Rohit. Yes, regarding "Human Filtered Search": the founder of Wikipedia recently revealed his intentions to build “wiki” based search engine in 2007. New search engine ("WIKIA") will be "a new kind of search engine, which relies on human intelligence to do what algorithms cannot”. Plus, don't forget the emerging trend of "discovery engines" like and Is Google going to become an old-fashioned guy in 2007? Or in 2008?

well yes I shud be concentrating on SMO more..righty said..
I believe Google will be there in '08 but Wiki can take some of the credits too..i hope

is going

hey,it is really nice article which discuss about trends for which has scope to earn more money in the internet based business.and one should have proper awareness regarding internet marketing, result oriented strategy and taking wise decisions at right time is so important for any business success.similar..... internet marketing

There are many rules someone should observe if he want to be a good internet marketing professional but for me the most important is to win the respect of people and their trust.

Very good post - but those trends are in a longer run than 2007! .2010!!

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I think that you'll see the return of flip books emerge as well. They make great marketing collateral or promotional items... but retro is in, and flipbooks are the original interactive marketing tool.

With regard to the world of online marketing these days you have to think creatively and have a variety of strategies in hand. For instance you must keep in mind the offline world when trying to expand your customer base and to bring new and unique visitors to your site.

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Building Your Business with an Opt-in List

Before revealing the secrets of the trades, here are myths and fallacies that need to be cleared before one indulges into building an opt-in list. These marketing misconceptions could pose so much of an obstacle towards your profitting well from your business. Not a lot of people use email Email marketing is one of the most effective marketing methods nowadays simply because virtually almost all people use email. Check on those email fields or blanks required to be filled up on various forms needed in processing different transactions. A person without an email address is tantamount to a person without an online home, which is one big shameful truth for this generation. Email marketing campaigns can offend a lot of people The not-so secret way to surmount this dilemma is through permission-based advertising. There's no harm in trying after asking for permission. It's stupid to send email to all the people The key to this predicament is to have a very discerning eye on who to email and who to not email. Better look for some metrics on how to know which group of people would give you high ROI or return on investment. The Real Deal with Building Opt-in List After clearing the fog regarding email marketing myths, here's how one can benefit from employing the power of email marketing campaigns - building an opt-in list. However, building an opt-in list is not a piece of cake particularly for the uninitiated. Here is a roundown of tips on how to succeed in this kind of marketing endeavor. 1. Strategic Collection of Data Know which information from your audiences will help you in lowering expenses and/or make sales flourish. Devise a tactic to make people voluntarily provide you with the information necessary to create higher conversion. Overload of data is not good. Ask only for opt-in, with their full name and email addresses. Make sure that the profiles that you gather are updated to aid in improving the relevance, timeliness and satisfaction from each deal you make. 2. Good Implementation Old adage says it all - 'action speaks louder than words'. This easily translates to the difficulty one has to undergo during the execution of his or her email marketing efforts. It's a good thing that various methods, often low-cost, abound to hasten and facilitate the building up of one's opt-in database. Tracking your email marketing results can pose great hardship, too. Technology and relevant sources should be employed in making this aspect of your marketing a lot manageable. Your high traffic groups of opt-ins with the greatest result should be taken noted of. The following are the most widely used methods to leverage channels without overspending: 1. Make use of websites. It is an excellent tool for data collation and providing you with relevant info regarding your email offers. Use forms that solicit your visitor's email address and consent. 2. Make use of print ads, brochures, TV, radio and direct mail. These are the more popular ways of marketing aiming to lead traffic to one's site. You may want to ask for signups for email services. Make your website more visible through these media. Offering free electronic newsletters and or rewards program can do well in making it easy to win the nod of your audiences, too. 3. Maximize your sales force. Customer service associates can help a lot in making you benefit more from your email correspondence. Sales people with proper education on how to aid you in this endeavor can very well contribute to higher ROI. Techniques like offering account updates and special programs through email can easily land you those lists of valuable visitors. 4. Don't make your point of sale pointless. Forms for signup located at cash registers and other high-traffic and highly visible spots can be very excellent venues for your business to collect email addresses. Notification of upcoming sales through their email addresses and names can coax them to supply you with the information you need. 5. Conferences or trade shows can work, too. Giveaway offers or entries on sweepstakes are great for opt-in to volunteer their contact details. These tactics should be applied with adequate caution and should focus on earning the trust of your opt-in list instead of simply collating data for your sole own benefit. Always make sure that the forms that you will use and other methods that you will employ will not necessitate too much fuss to subscribe. This is for people to not be annoyed during the process of data supplication. With that bunch of information, who can ever go wrong with the feat of building an opt-in list?

David A Barrett
[email protected]

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As we have moved into 2008 your predictions have held true. I have seen each of these grow in the past year beyond what many marketers were prepared for. As we see MySpace and Youtube dominate the traffic and personalization of business expand we must wonder where these changes will take us next.

Great information. Seeing it well organized like this makes it very easy to digest and decide where to begin. Like most everything with online marketing, it's not how much you do but rather how well you do it. Nice job.

Productive Internet marketing depends upon a reasonable budget. There actually is a good deal of truth to the old adage that you have to spend money to make money. By budgeting wisely, you will be able to get the greatest advantage from the money you do spend on marketing and promotion.

Interesting to look at a list of predictions like this a year or more later. Not bad at all; much of what is written here rang true last year.

The way to discover and use the best tips to develop your email marketing campaign is to start off with what you already know and then just keep on testing everything in your email campaigns. Both, other people's best email marketing tips and also your own ideas.

Thanks for this article its really good and informative in my part as i also doing some online business and thinking on what is the best marketing strat to use inorder to drive traffic into my site. Again thanks see you on the top.

Squidoo has been a blessing for me and should be a part of everyone's marketing arsenal. Great Blog - thanks, Steve.

After reading this post, I am not sure I understand what you are trying to relate. Please expand on your thoughts a little more. Thanks…


After reading this post, I am not sure I understand what you are trying to relate. Please expand on your thoughts a little more. Thanks…


Interesting piece.

I've found out that the craze of the Social Media Site marketing is anything but a craze. I personally think, it's a amazing moment in time for internet marketers to do incredible things to market their products and services through these venues.

I love reading every type of marketing book out there, and some on the Word Wide Web and found that a hand full are really too technical for me, but for the most part some are very applicable and understandable. That is why I like alternative internet marketing methods.

I've put some them to practice and to my amazement they brought in traffic to several of my other sites. I test and test until I find what is real and what's a waste.

But I wouldn't spend any money just yet.

Keep up the good work.

Your blog is very informative. However it is pretty hard task but your post and experienced serve and teach me how to handle and make it more simple and manageable.

Thanks for the tips… Best regards.

Nice topics, Thanks for the tips!
Best regard......

Social Media sites like TWITTER are a great way to get hundreds of visitors in the span of days. It's amazing how effective sites like Twitter are if used properly.

The traffic generated through the search engines is thus crucial. Whenever people have to look for any particular object on the web, they visit some search engine to find the needed information. Whenever a related search is concerned, your web site should be among the first few on the result page. This will help you in getting more web traffic. There are a lot of ways through which you can ensure a high page ranking. Once you start getting web traffic from search engines, you need to convert this traffic into sales.

Nice post! Internet marketing is indeed gained popularity and has earned its spot of being a money making IT field.

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