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BizReport : Trends & Ideas : November 30, 2007
Report: Online marketing trends include 1:1 contact
Online marketing isn't just about drawing in new consumers any longer. Instead, marketers should use the 'Net to become better acquainted with current customers. This is one trend noted in a recent Adotas report on online marketing strategies.
Dilip DaSilva, Exponential’s founder and CEO said, “Focus on issues such as transparency and privacy will continue to be a consideration, yet industry credibility has now been achieved and advertisers are embracing all of the possibilities for online marketing.”
Six trends were identified in the report. We will focus on two of those trends here that deal specifically with social marketing.
First, 1:1 marketing. Rather than being satisfied with a user logging on or creating a user profile, in the near future, DaSilva expects marketers to use the information provided by users to better target them. By using the information users provide marketers will be better able to provide product information that users may actually use.
Second, viral marketing. Though many marketers have been reluctant to jump on the user-generated-content bandwagon, DaSilva suggests that viral marketing has a huge future with big brands. Though most brands won't completely turn over campaigns to random users, predictions indicate that many brands will incorporate viral aspects that are professionally produced in the overall scheme of online campaigns.
Tags: online marketing
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Comments
Seems to me, that marketers should have been using this a long time ago. I've always made provisions for increasing ROI and revenues by "connecting" with current users/buyers - learning all about them. The opportunities to use this information can be endless... Great post. Maria Reyes-McDavis
Posted by: Maria Reyes-McDavis on December 8, 2007 04:26