Online Marketing Blog

eMarketer is one of the most cited resources for internet marketing trends, so when I received some tasty predictions for 2010, I thought they were too useful to keep to myself. These insights include future monetization models, the effect of transparency on advertising, social and search, mobile, social commerce, public relations, social advertising, Twitter, video and mom/pop internet usage. Enjoy!

Hybrid Plans that Combine Subscription Fees with Advertising
More marketers will increasingly embrace online video advertising, supported by the twin boom of video streams and video ad networks.

Further support for video ad growth will come from sites that offer a deeper catalog of professional video content—such as whole seasons of TV shows (both present and past), exclusives of entire sports events and other premium content. Such offerings will attract larger audiences. But in order to maintain the costs of deep-catalog video, the sites and their studio and TV network partners will need to introduce hybrid plans that combine subscription fees with advertising.

There’s a certain sentiment amongst many marketers that, “If you can’t measure it, it’s not worth doing.” While that perspective may not be entirely applicable to all online marketing, it certainly draws attention to the need for insight from measuring what we do to market, communicate, promote and influence on the web.  The need to better understand the value and application of web analytics data as well as social media measurement is critical for companies that want to compete online.

The MIMA Summit breakout session “Storytelling: Actionable Insight from Analytics” was jam packed with collective analytics wisdom shared by panelists Jason Rapps, Joel Wright, Marshall Sponder, and moderator Jennifer Veesenmeyer to help organizations overcome 3 key web analytics obstacles:

1. Getting traction – getting from stage 1 to stage 2

2008 MIMA Summit at The Depot

UPDATE: We have a winner! Liz Giel was selected by a mysterious voting process contrived within the ranks of the TopRank staff and involving various secretive and hurried Account Managers. Suffice it to say, we appreciate all who ReTweeted, linked and commented.  Don’t worry, there will be liveblogging of the event here on Online Marketing Blog and live streaming of several sessions at MIMASummit.org. Congratulations Liz!

In just under a week the annual Minnesota Interactive Marketing Association Summit will be held downtown Minneapolis at the Hilton. With keynotes from Seth Godin and Jackie Huba as well as a collection of local and national subject matter experts ranging from Greg Swan of Weber Shandwick to Scott Monty of Ford, it should be a veritable vortex of interactive velocity.  I apologize, that alliteration was so bad.

This afternoon I did a live chat with AdWeekMedia Connect, a social network for the ad agency set on the intersection of search and social media. Embedded below is the recorded chat stream:

Here are a few resources on the topic:

• Mashable: Social Media and SEO: 5 Essential Steps to Success
• IAB: Social Advertising Best Practices
• Forrester: Interactive Marketing to Hit $55B by 2014
• VentureBeat: Five rules of thumb for social media advertising
• eMarketer: SocNet Ad Spend to Hit Stride in 2010
• Wired: Is Social Advertising an Oxymoron?
• Knowledge Networks: Social Media Generates Hype; Fails to Deliver Marketing Punch
• Rohit Bhargava: 5 Rules of Social Media Optimization (SMO)

The digital and interactive marketing space moves fast and as both companies and individuals scramble to achieve and maintain a competitive advantage, it can be a challenge to find resources and likeminded individuals to help make that happen. Associations offer education, networking and in some cases, advocacy for members and sponsoring companies. The question is, where can you find interactive marketing associations are in your area?

We’ve listed regional Interactive Marketing Associations in the past and thought it would be time for an update. This post will be a work in progress, so please share in the comments the name and working URL of other interactive marketing associations that we’ve missed.  We decided not to include groups and meetups that are primarily dedicated to SEO/SEM or social media.  You can find a list of local Social Media Club chapters here and a list of Social Media Breakfast cities here.  You can find abundant internet professional meetups here.

Companies world-wide are looking for more creative, high impact and accountable marketing.  To find out how marketers were allocating their marketing efforts, we ran a poll of our 18,000 Online Marketing Blog subscribers to get a handle on what the top digital marketing tactics would be in 2009.

Poll respondents cast 1559 votes for their 3 top digital marketing tactics (out of 45) for 2009 with Blogging, Twitter and Search Engine Optimization topping the list. Out of the top 10 tactics, 6 fell into the category of Social Media Marketing.

Companies that don’t have a Social Media Strategy or Roadmap in place now, will most likely fall behind by Q3 or Q4 of this year. I can think of few things more expensive than than having to play catchup, especially in the social media category. You can’t “buy” relationships on the social web.

Last weekend SXSW Interactive was abuzz everywhere you looked from the sessions to the halls, to the Techset blogger lounge and certainly the after conference festivities on 6th Street.

Out of all that buzz came new connections, insights and renewed connections such as the one I had with Ogilvy 360′s Senior Vice President of Digital Strategy & Marketing, Rohit Bhargava. I’ve known Rohit online and off for a few years and finally had a chance to capture a conversation on video.  Watch the interview below regarding the opportunities of attending SXSW including knowledge and networking as well as a few thoughts on his popular book, Personality Not Included, which TopRank has reviewed in the past.

Readers of Online Marketing Blog may know that after last week’s WebmasterWorld Pubcon conference, I stayed over the weekend in Austin for the Interactive portion of SXSW. I’ve heard up to 9,000 people were registered for the SXSWi event and by looking at the conference sessions, hallways and restaurants/bars, it was undoubtedly the place to be. Below is a summary of my brief time at SXSWi in picutures where search marketing, social media and public relations people converged, networked, talked and listened.

If there were baseball cards for internet marketing and social media superstars then these three would be Upper Deck Premium: David Berkowitz of 360i, Frank Gruber from AOL and Brian Solis, owner of FutureWorks PR

This morning the 8th social media breakfast meeting (started by Rick Mahn) was held at the Deluxe HQ here in the Twin Cities.  In a very short time this meeting of a few social media enthusiasts at a coffee house has grown to over 125 people hosted by the likes of  Best Buy and PartnerUp, a company acquired by Deluxe.

The main speaker at this morning’s event was David Meerman Scott, popular author of several books including, “New Rules of Marketing and PR” which I recently recommended to a crowd of about 400 at the PRSA International conference earlier this week.  Graeme Thickins was able to convince Scott to stay an extra day for the smbmsp event from another speaking engagement, much to the benefit of the MSP social media crowd.

The dust has settled, mountains of email have been sorted through and most of this year’s attendees of MIMA’s Summit, branded “FEED” are back into the swing of things.

As you can tell from the photo above, it was a sold out event and a very big venue. Both keynotes were informative and entertaining. Rebecca Lieb’s presentation was covered by TopRank’s Jolina Pettice and while we didn’t post on Ze Frank’s amazingly entertaining presentation, you can pretty much get a feel for it from his presentations at SXSW last year and from what he’s presented at the TED conference.

Those whose interactive marketing interests extend to the boob and penis humor category were likely satisfied by both keynotes as they touched on everything from jiggly French Maid “how to” videos to crowdsourcing creative phallic drawings.

Incorporating a company blog into your social media and marketing mix can be a tug of war, finding both supporters and defeaters within the organization.

At the MIMA Summit (Minnesota Interactive Marketing Association) this afternoon, I attended a session discussing the pros and cons, along with the challenges a corporate blogger must overcome to represent the company and still make a connection with the blogging community.

Valeria Maltoni is a blogger at Conversation Agent and Director of Marketing Communications for SunGard. Valeria kicked off the session with a discussion around how an organization can get started with social media and a company blog.

As a business and marketing professional, we are tasked to find different ways to make a profit, find new customers, and build the company brand.

I must say, of all breakout sessions at the MIMA event today, “The Changing Face of Email” session was the one I was most excited to attend as it ties into what I love to do – email marketing. Thankfully I didn’t have to wait long to dive right in as it was part of the Summit Kick-Off Breakout session: Deep Dive Discussion Series.

Jamie Schissler, Strategy Director at Avenue A – Razorfish, the presenter for “The Changing Face of Email” session shared with the MIMA audience that as the role of email evolves, so too will its impact.

So why will the email marketing strategies of yesterday not work for email marketing success today?