Ten Lessons Learned from Siteworx' Interactive Marketing Strategic Outlook 2009 Webinar

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The following are ten lessons learned from Siteworx', "Interactive Marketing Strategic Outlook 2009" Webinar, featuring Forrester Research VP and Principal Analyst, Shar VanBoskirk. These lessons are based on the Forrester Research report, "The US Interactive Marketing Forecast, 2009 to 2014," which Shar conducted in July 2009

The following are ten lessons learned from Siteworx' "Interactive Marketing Strategic Outlook 2009" Webinar featuring Forrester Research VP and Principal Analyst, Shar VanBoskirk. These lessons are based on the Forrester Research report, "The US Interactive Marketing Forecast, 2009 to 2014," which Shar conducted in July 2009.

1. Interactive marketing will thrive at the expense of traditional marketing & advertising
Within five years, interactive marketing will take 21% of the overall advertising budget. This growth will be fueled by the advanced sophistication of interactive tools and the overall shift away from advertising spending. Before, interactive marketing has been funded by increased marketing budgets, but now it will be funded by shifting within marketing spend.

2. Consumers expect interactive relationships
Not only are consumers interested in interacting with their favorite brands, but they expect that their favorite brands listen to what they have to say. This need can be fulfilled through two-way transactional communication via online discussion forums, online videos and social networking.

3. Invest in your interactive marketing strategy now, even if it's counterintuitive in a down economy
Marketers are prioritizing channels that are well-tested, investing in things that they know already work (email, SEO, paid search) because of the guaranteed return on investment. However, now is the perfect time to experiment with new channels while the cost is relatively low and before your competitors are there.

4. Forrester recommends marketers follow their POST methodology:
o People: who is your audience and how do they use social media
o Objectives: what do you want to accomplish
o Strategy: how do you plan to achieve your objective (consider all "what-if" scenarios)
o Technology: what technologies fit your people, objectives and strategy

5. Search marketing will continue to dominate.
Search (paid and SEO) is the mainstay channel and represents the majority of interactive spending across the board.

6. Embrace offsite optimization
Offsite optimization is user-generated content that promotes your brand in a positive way. Create a strategy that extends beyond your website by promoting positive references about your brand in external references; i.e., social media, video- and photo-sharing sites. Look for all of the areas where your brand is represented well, and leverage assets that your advocates have created for you.

7. Use the personal, time-sensitive nature of mobile marketing to your advantage
It is important to think how your consumer will be using the technology; mobile marketing is most effective when it is time sensitive and location based.

8. Re-evaluate your MVCs (most valuable customers)
Define your most valuable customers, figure out their search habits and tailor your keywords for SEO accordingly.

9. Measurement = Comfort
Companies are becoming more comfortable with social media due to the fact that they are better equipped to measure their social media campaigns. That way, they can rest assured that they are seeing a return on their investments.

10. Invest in getting smarter about customers and program performance
Although flashy, witty campaigns are enticing, it is more effective to create a quality message based on sound research about customers and past program performance.

To view a recording of the event, Interactive Marketing Strategic Outlook 2009 click here.

Siteworx offers a continuing series of Web events on a wide range of topics including user-centered design, interactive marketing, and Web strategy. An overview of its most recent event, "Web Content Management (WCM) at the Nexus of Your Marketing and Customer Experience Strategy," featuring Forrester Senior Research Analyst, Stephen Powers, is available on the Siteworx blog.

About Siteworx, Inc.:
Siteworx is an award-winning interactive agency with deep roots in Web content management (WCM), search and analytics solutions, and Web strategy. Through an unparalleled combination of design and technology expertise, Siteworx helps interactive marketers, Web strategists and technology leaders achieve measurable business results. By designing and building elegant, addictive and enduring Web and mobile experiences, Siteworx delivers improved online performance to an impressive roster of clients including NPR, the American Diabetes Association, National Geographic and U.S. News & World Report. Siteworx is a Microsoft Gold Certified Partner. For more information, please visit http://www.siteworx.com.


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