So, what will be the Internet Marketing focus for 2011? Will it be
something totally new that will explode on to the scene like Twitter, or will
it be more of the same but with a layer of stronger understanding and
History shows that it takes time for new concepts to be understood
and accepted, thus for 2011 I believe that the Internet marketing focus will be
to continue what a company has been doing. The mad rush to be a part of some
new fad seems to be fading and it is being replaced by conscientious business
After more than a year of driving home the need to create measurable
metrics, to quantify your customer base, and to build a progressive Internet Presence, it seems
that 2011 will be the year that more quantifiable operations and marketing
initiatives are enacted, and that individuals and organizations will be held
accountable. In many ways, 2011 will be the year of execution, as it takes time
for ideas to trickle down and to take hold within small businesses, and after a
couple of years of reacting it is time to build a strategy and execute.
So, with this in mind, what can we expect for 2011?
The idea of developing a progressive Internet Presence translates
into integrating a company's overall Internet strategy. This is especially important
for small businesses; they will need to pay attention to customer interaction
with respect to search and the online search impact to the in-store experience and
The concept of understanding your customer continues to lead the
direction for any movement into more advanced channels of communications such
as: mobile devices, local search positioning, and social media.
Will there be something totally new that comes about in 2011,
probably. There are no reins on new ideas, but the idea of being the first into
something new or reacting to join in on a new movement hopefully has subsided,
and hopefully they have been replaced by a stronger understanding by a company with
regards to the where the company's marketing strategy connects with the
With regards to new ideas, I expect new ideas to come about, or
existing ideas to be repackaged and presented in a different fashion, as that
has always been the process. The best way to navigate through this is to use
what you have learned from 2009 and 2010, including the tough times, failures,
and successes. Many companies may not have heeded the warning with regards to jumping
into Internet marketing without an overall marketing strategy, but maybe they
will sit back and accept their past 2-year journey for what it was - on the job
training across some rough roads.
In addition, Social Media Advertising will be a major area of focus
for small businesses to assist in their access to more customers, and they will
need to move beyond paid search. Developing relationships to expand a company's
presence and tap into new customer segments will be an essential component to a
successful marketing strategy, and this will trickle down into how a company
engages their Internet marketing practices.
For some small business it may be time to excel in one area rather
than trying to be all things to all customers, while for other business it may
be time to take the ropes off and start branching out. The direction that you
take will be driven not only by your budget, but also by your understanding of
your customer base. Placing an emphasis on specific market segments and
developing a complementary definitive source of information, products, and
services may be the best direction for some companies.
Lastly, I am a firm believer in OPM (Other People's Marketing) and I
continue to recommend co-marketing initiatives to promote a company's products
and services. Not only can OPM help to advance your Internet Presence, it can
reduce the cost associated with developing new customers.
So, 2011 will be about doing things smarter, with more of a focus,
and measure, measure, measure your results, as nothing worthwhile is free.
I thank you for your continued support of Luxury Experience, and as
always, your comments are welcome, so please send comments to
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