As the global economy recovers from the economic downturn and businesses start getting back on their feet and moving forward, what should online marketers be looking out for in the year ahead?
In the past year, interactive platforms on Web 2.0 have grown in leaps and bounds, enabling both consumers and businesses to reach out to a wider global audience. Today, Web 2.0 platforms are being utilized on a much wider scale to engage audiences everywhere.
No matter where you are, as long as you have a smartphone or internet connection, you are able to update your Facebook status, tell everyone what you are up to on Twitter, and access the latest news and information through RSS feeds, blogs and Wikis. Web 2.0's accessibility and capabilities are boundless.
Marketers have taken a more general approach towards Web 2.0 -- is it enough?
While its usage is primarily driven by consumers, companies are increasingly leveraging Web 2.0 platforms as a cost-effective marketing vehicle to reach their target audience.
In developing marketing strategies, the savvy marketer today should be more attuned to how consumers interact and be able to develop integrated strategies that combine both traditional and interactive marketing strategies to engage their target audience.
But so far, companies and marketers have taken a more general approach towards Web 2.0, equipping their websites and beefing up marketing plans with a host of interactive applications to reach out to consumers. But is this enough?
Platforms for Web 2.0 will enable interactive marketers to leverage the online channel
In developing a more effective interactive marketing strategy, marketers should think about building or leveraging platforms for Web 2.0 that enable interactive marketers to utilize the online channel as a cost-effective marketing solution. A more strategic and targeted approach would lead to an increase in competitive advantage, which in turn, drives revenue. A direct result of this would be helping companies gain a competitive advantage in implementing their latest marketing strategies.
In taking the next steps forward, companies should consider the following:
- Strengthen brand messaging to ensure consistency when embarking into new global markets. Consistent brand messaging will ensure your brand remains at the top of consumers' minds especially when entering new markets.
- Implement cost-effective marketing strategies and campaigns that reach the right target audience. The more specific your target audience, the more likely you will be able to convert them into sales. A strategic approach works far more effectively in increasing conversion rates and sales than a scattershot approach.
- Build strong customer communities to enhance market insight and customer loyalty. Don't just rely on your webpage to obtain customer information. Start engaging with your customers. Open up the site for customer feedback; provide them with comment boxes where they can ask questions easily or rate new products and services. Receive feedback from your customer service officers. Offer customers useful tips and feedback so that they know who to turn to when they have queries.
- Boost sales force and channel productivity while lowering training and roll-out costs. Develop and implement sales guidelines which enable your sales teams to understand and sell products effectively.
These strategies serve as indicative guidelines to help interactive marketers gain competitive advantage as they plan for the year ahead and beyond. As the global economy recovers, interactive marketers should be prepared to harness the opportunities presented and stay ahead of the curve to ensure that they are ready to drive their campaigns and new ideas through the moment things are on the upswing.
Cedric Huesler is solution evangelist at Day Software.
