Internet Marketing 101: How to re-engage consumers in 2010

Let's tackle these areas one by one. First, virtual events.

In 2009 virtual events really took off. From my standpoint I attended about 50% more virtual events, meetings and conferences in 2009 than in 2008 and I'm certain I'm not the only one. Marketers can take advantage of the virtual events trend by: including access via mobile, by hybridizing events to include some physical components and by targeting a global audience. Last year many virtual events were created to train staff but in 2010 even more events will be created to include sales opportunities and even trade shows. Remember, even a small marketer based in the Ireland can engage consumers in India with the right preparation and offers.

Virtual events leader ON24 predicts enormous growth for the virtual events industry in the New Year. "The demand for virtual events will increase by 100% in 2010," writes the company. "Virtual events will begin [targeting] a global audience, will be more engaging and more interactive next year."

The interactivity of these events should help marketers justify the cost in creating virtual events by the increased ROI obtained from them.
Next up, advertising targeting. Specifically the retargeting of ads. Retargeted gained a lot of momentum in 2009 but still about 70% of brands and marketers aren't utilizing this method of reengaging and converting shoppers. In 2010, this should change according to retargeting solution FetchBack as brands push for greater sales and traffic.

"Retargeting has proven to be a form of advertising that works for every company. As it is gaining traction, Retargeting is today is where search advertising was in 1998. The market is just beginning to understand that they need it, and how they are learning how to harness it," said FetchBack CEO and President Chad Little.

Another thing marketers are likely to change: their loyalty program. In the past loyalty programs have existed but many have not achieved the great results marketers hoped for. As consumers have changed the way they shop, more marketers are changing - and upgrading - their loyalty programs to keep pace.

"The market is moving away from the old school mentality of trying to put a watch into an incentive program with the hopes that it will drive ROI and behavior. Instead, the market is looking to adopt the new school mindset which is focused on data, insight, and sustainable behavioral change," said Mark Johnson, CEO of Loyalty 360. "Brands need to implement loyalty programs [that tell] what they have done for customers recently."

By adopting more forward thinking targeting and loyalty programs, as well as including a virtual event or two, marketers can both engage consumers and create a thriving customer experience, something that will becoming increasingly important in 2010.

Tags: 2010 forecast, FetchBack, Loyalty 360, loyalty marketing, ON24, retargeted advertising, virtual events, virtual media