I don't normally post my
Small Box blogs on this site but since this one is a little different and addresses some issues that might be of interest to this community I thought I'd post here too. So what are your predictions for 2009? Here are some of mine.
- The Mini-Depression- the economy is going to tank, briefly, then begin a swift recovery. The reason I think we aren't going to have a prolonged depression like the 30s is that we are smarter now (in terms of how to navigate out of this mess) and have the web connecting a global economy and creating opportunities to help a quick rebound. But for 6-12 months I think it's going to hurt and hurt pretty bad.
- Consolidation Of Everything- with the economy hurting many good companies with borderline cash positions will go down. Other companies in stronger positions will snatch these weaker companies up for pennies on the dollar. This will happen locally as we are already seeing nationally. In the tech sector could even see surprises like Twitter being bought by Facebook or Google. Look for major consolidation in TV, Radio and Print but you probably already know that since it has been happening for a while now!
- Numbers Don't Lie- companies that were once just fascinated or mildly interested in viewing their website's analytics will begin demanding demonstrable ROI with all marketing spends. The era of 15% media buy commissions and "throw everything at the way to see what sticks" marketing will pass, finally. Every penny will need to be accounted for. The web is the only platform that can accommodate this. Money, what is left of it, will be shifted to the web strangling traditional media.
- The Death of Traditional Ad Agencies- with companies requiring accountability for their marketing budgets, a general reduction in marketing spends and more companies moving their marketing in house or to smaller firms we will see a mass extinction of traditional ad agencies. My definition of a traditional agency is one that only uses the web in a peripheral way, has a large staff with many older employees, high payroll and generally high overhead. These companies will begin to fall like dominoes. The upside is that agile, smaller agencies will spin off from these dinosaurs with some old dogs learning new tricks.
- The Rise, And Eventual Fall, Of DIY Marketing- with money tight, traditional ad agencies facing extinction and online tools making marketing more accessible I see more companies and start ups going DIY when it comes to marketing. Most of them will use Social Media and Pay Per Click ads since they are the obvious low hanging fruit for a beginner. They will also realize, shortly after jumping into the Social Media waters, that their website isn't meeting their need to have a meaningful online conversation with their customers. This will be a factor pushing newly minted DIYers back into the arms of the web marketing firms left standing.
- Flood Of Start Ups- with mass lay offs and general employment upheaval and uncertainty there is an opportunity for highly skilled workers to venture out on their own. Look for the Obama administration and local governments to encourage these kinds of start ups with a preference on Green technologies, infrastructure, energy independence, etc. Tax breaks, incentives and straight up cash will start to circulate mid-2009 and there will be a little bit of a gold rush. Start-ups will pop up like mushrooms to capitalize on these incentives.
- Everyone's Going Green- this is no secret but once Obama is settled in office and congress starts pushing through legislation there will be funds and incentives for everything "Green". This plays into my previous point about Start Ups. Companies need to start positioning themselves now for this change. It will be similar to our build up to WWII in the sense that the entire country is going to be mobilized around this objective of green technology and energy independence.
- It's All About Mobile- the iPhone was just the beginning. Mobile devices will get smaller, faster, cheaper and in wider circulation. This means a few things. More people will be accessing the web content via mobile devices. Mobile browsers (i.e. Safari on iPhone) will improve and hopefully Flash functionality will start showing up on most smart phones (i.e. iPhone or Blackberry Storm) within the year allowing even more multimedia to be viewed on mobile devices. Businesses will be wise to have websites that are built with mobile browsers in mind. They will also need to make sure that their listings are showing up for local searches in Google and other search engines since smart phone users are increasingly using their phones to locate products and services. Here is a great article from Marketing Vox with some statistics and additional information about the impressive growth in smart phone search usage. If you aren't listed in Google Local then you will be left behind. This is the engine that drives many of the smart phone location searches (Maps).
- Think Local- beyond mobile devices local web search is going to play an increasingly important role in connecting businesses with customers. In fact this past year saw local Internet search finally pass the Yellow Pages as the first stop for local searches- read the study. So getting to the top of your local search keywords has never been more important. Do you own your "city and service" search? We have built our business at Small Box by owning "Indianapolis Web Design" and related searches. Being the first, second or third listing for your product and service in a locally modified search equals more business. Some new companies are going to grow quickly using this strategy, other well established companies are going to shrink or die by ignoring it.
- The Ad Wars: Facebook vs Google- advertising next to search results has been Google's bread and butter. It's the reason they can offer sushi and childcare to their employees. It's the reason they are the envy of almost all other tech companies. But can they compete with demographically targeted advertising on Facebook? If you were a dealership selling hybrid cars which route would you go to seek new customers? The first is to target your metro area and specific search phrases including your product's name, etc. The other option is to target Indianapolis users 25-40, interested in "green" products, single or married, employed at Lilly or Wellpoint, college grad, etc. The dealership knows the demographic they are wanting to target and only Facebook can marry it perfectly with their vast list of users. This is not to say that advertising on Google will become worthless. Users still go to Google with high commercial intent to make searches that lead to purchases and Facebook users don't normally log in expecting to buy something. But I think you will see more companies begin to use the new Facebook ads platform since it allows them to have a very specific conversation with the exact demographic they are targeting. I am doing a test run of Facebook advertising right now and will be posting the results in a separate blog. I see Facebook beginning to erode Google's market share in 2009. It's all about targeting and Facebook has a much better shooting range right now.
Tags: 2009, predictions, technology
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