#10: Bait and Swap
Not bait and switch — bait and swap means you give your customers something they want at a great price in exchange for a small service. “Click Like to get a coupon worth $X off!” is a good example. With the economy still down and social marketing blooming, this is a double-whammy for all Internet marketers.
#9: Mobility Matters
A surprising 20%+ of American households own an Internet-ready mobile device these days, whether it’s a smartphone or a Kindle Fire or an iPod. These are people who are searching while they’re out doing stuff already. So reaching them while they’re out massively increases the chance that they’ll go a block or two out of their way to stop by your store and check out whatever you’re advertising. Just be ready when they get there.
#8: The Smaller Pond
Older online marketing trends focused on broad keywords like “betta fish” or “acai berry cleanse” — but in a world full of a million small businesses, why would you want to compete on a global scale against the likes of PetCO or GNC? By focusing on keywords related to your business’ geographical area, you can reduce the competition and thus improve the effectiveness of your marketing all at one time. “Austin Internet Marketing” is one example of a keyword phrase we use that combines our geographic area and our service offered.
#7: Location, Location, Location
Lots of mobile users are learning what “location detection” can do for them — and one of those things is allow local businesses to send coupons or other communication via text or email. Take advantage of these savvy gizmoteers and give them a deal on your offerings.
#6: Bronze Screen Marketing
The Bronze Screen — it’s not the golden screen of the movies, or the silver screen of TV; it’s the bronze screen of your local tablet PC or iPad. Preparing a video commercial of TV quality for iPad consumption is going to become the new norm for online marketing.
#5: Offshore Marketing
Not outsourced marketing, but offshore marketing means marketing to people from other places. The biggest tech markets in the world right now are India and China, and the “grey market” for apps and smartphones in central Africa is a multi-billion dollar industry. The newest trend in online marketing is hiring a translator who can make your product viable overseas.
#4: Take All the Monies
If you don’t already accept PayPal, Google Wallet, or some other form of digital payment, you need to start.
#3: More Lists Equals More Profit
Targeted email marketing. Mobile push marketing. Earned Social Feedback. There are dozens of ways to get people to opt-in to hearing from your business in the future, and you should take advantage of as many as possible.
#2 PPC Management
Pay-per-click marketing is a minefield of unprofitability for the inexperienced — but it’s also a gold mine for those who have mastered it. Hiring the masters to run your PPC campaigns for you is going to be a good idea in 2012.
#1 Social Everything
With Google’s Search Plus Your World adding Google+ content to search results and companies adding Facebook and Twitter buttons to everything, it’s no surprise that the number one trend in 2012 is going to be social marketing. If your clients aren’t taking advantage of their fan base, they’re going to lose out.