Predictions for the interactive industry in 2007.
#1: The term Web 2.0 jumps the shark
If it hasn't already, 2007 should (with any luck) spell the end of the hyperbole around Web 2.0. I kid you not, I've been invited to no less than six Web 2.0 conferences already this year. I'm actually speaking at three of them. And, yes, I do recognize the irony-- but I'm a marketing guy. Just like every other software upgrade, we will all finally learn that Web 2.0 isn't really any different than Web 1.0 except that the interface is a little nicer, the features are a little more user-centric, the integrations are easier-- and we have a pretty good excuse for more budget to upgrade our websites.
#2: Video, video video-- did I mention video?
The YouTube phenomenon will continue to grow in 2007, and every marketer will be faced with how to use video to help sell. Banner ads are already incorporating Flash video, and you can't even go to Salesforce.com's site now without being bombarded with a video case study-- and creative marketers are creating promotional videos and posting them to YouTube and other social networking sites to get their messages out.
#3: Can you spell multivariate testing?
If 2006 was the year of SEM (Search Engine Marketing), 2007 is the year we all realize we're spending way too much per click and try to optimize our keyword buys to increase our conversions. If he hasn't yet, your CEO will walk by your office and tell you that your budget request is being cut by a third. Already, Google is anticipating this and has launched the beta test of its multivariate testing platform called "Website optimizer."
Generally speaking, look for 2007 to be the year of testing and optimization of all your landing pages and online marketing efforts. And look for agencies and consultants to specialize in helping you optimize your keyword spends and your landing page conversions.
#4: User-generated content
The one thing that Web 2.0 is truly doing is enabling the user to generate more of the content. In 2007, it will be important for us to be able to "listen" to what our prospects and customers are saying to us and to be able to utilize that content in productive ways.
Look for business-oriented social networking to really take off in 2007. This includes things like social networking applications for larger businesses so that these companies can really empower their employees to create and leverage "Linked-In/MySpace" type networks.
Also look for the idea of customer-driven communications to really take off. Look for the next stage of direct marketing to really target the consumer via content preferences rather than demographic, title or other types of explicit segments.
#5: Forget the five P's in 2007: It's the four C's of marketing!
Convenient, content, customized and click. In 2007, consumers are web savvy. There's no more worry about whether they're on dial-up, or whether they're using a 640X480 monitor or whether they know to click underlined text without the words "click here" explaining. Consumer expectations have and will continue to escalate rapidly here. You'll look to your website, and all of your communications to offer your prospects, more relevant content, in a much more convenient way -- customized to their tastes -- and as few clicks (hence the singular of the word) away from your conversion path as possible.
What does this mean? It means more, smaller, smarter websites and landing pages. It means targeted, niche content -- really informing the consumer -- and it means convenient, smarter paths to conversion for ecommerce and publishing-based sites. In 2007, smart online marketers will differentiate themselves on their C's-- and really leverage to drive more flexibility for their consumers.
Happy New Year to all of you! I wish you the best for 2007.
Rob Rose is vice president, sales and marketing, for CrownPeak Technology. Read full bio.