Tired of Web 2.0: Top Marketing Trends for 2009
According to a survey conducted by Anderson Analytics for the Marketing Executives Networking Group, twice as many marketing execs are tired of hearing about Web 2.0, social media, social networking, and other related terms in 2009 compared to last year’s survey. This year marketers are going back to basics focusing on customer satisfaction, customer retention, and brand loyalty programs development.
The top three marketing trends in 2009:
1. Customer satisfaction and retention remain the two most important concepts for marketers this year, followed by marketing ROI and brand loyalty. The other 62 acknowledged marketing concepts such as anti-Americanism, six sigma, faith-based marketing are considered least important.
2. Insight and innovation are viewed as main ways to compete in times of recession. 39% of responders believe that their use of marketing research will increase and another 39% of marketing execs believe that their use of marketing insights will stay at current levels. At the same time 49% of responders believe in the value of search engine optimization, while social media, blogs, and Web 2.0 are regarded as the most irritating buzz words. However 69% of respoders consider themselves as beginners when using social media for marketing purposes.
3. Green Marketing and Global Warming are viewed as the least important issues: global warming dropped 14 places in the rankings, while green marketing showed a 5% drop. Time to take the “this is a green website” banners down, folks.
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While I can attest to the fact that trying to keep up with all the Web 2.0 hype is exhausting. The tools are great but as the above article indicates you need to focus on the customer or all the Web 2.0 tools in the world will not sustain your business.
Kenneth
This is only marketing exec bla bla meaning that the marketers are pushing for less development and more marketing of what is already in place.
In other words, cut the developpers, not the marketers…
Also, they will fail.
@kenneth, great comment, i think you’re totally right, too many people these days don’t pay attention to the customer enough and that’s really who they want to get through to.
Social networking is fun and thats it. Overall it is a big waste of time, and after you spend 2 weeks on myspace or facebook, or yelp, you realize, what am i doing im talking to this “community” online but its not really anything. I notice that most people at work chat and have facebook up, not really doing any real work at all, until the last minute. Social “networking” is a tweeny and teeny bopper thing anyway. Only these people put stock into that crap anyway. And then you have companies built around a “a great idea” with their employees also contributing to the site with a picture of some overly happy employee with 8,000 reviews, and 20 million friends. But you know what? I’ve never heard of you. Get real technology, and get a real job, that shits for wankers and somehow seems like a cute project to me, nothing more
So, from the article it seems that it is a good idea to push search engine optimization, but maybe keep quiet if you are using Social Media & web 2.0 sites to achieve the SEO
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Well the hype has gone into twitter, but at the same time twitter is blending the use of companies to offer real-time support to users; so there is an attempt to merge web 2.0 with customer support. Although a long way to go
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web 2.0 can be a little overdone but the traffic it drives to your site is undeniable. However the “new” tactics especially “going green” are fantastic for gaining customers/clients interest.
Sorry , I may look stupid, but what is going to happen later for the old style websites (web 1) ?
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Social networking can really get you a lot of hits, because a lot of people see what you’re doing. But also on the down side, social networks can get you a lot of bounces. Another point, Social networks can really promote positive things, and then they can really destroy you just as quickly
obviously, customer retention is a huge marketing priority in the current economy.
What will happen when 3.0 will appear?
As you had mentioned i think the number one way to maximize your customer retention is customer satisfaction… aka customer support. If you cannot satisfy your customers there isn’t enough web2.0 in the world to make it up.
In my opinion, the biggest benefit for marketing with web 2.0 is the cost. It is very cost effective to run a campaign and its relatively easy to track conversions.
thanks for the great article, i appreciate a good read.
it’s good to know that marketers are going back to basics with traffic retention and customer satisfaction because those are the tried and true attitudes that make mom and pop businesses thrive. We could all learn something.
When something new launches on the net, it gets blown, or should I say hyped, way out of proportion. After sometime people calm down and wait for the next big thing. If they started focusing on the needs of people and how to keep them happy, they would do much better instead of the typical roller coaster.
My principle in website design is to give what my visitor came to, and add more items that they will need in future. updates is also very important.
Thanks for the stats!
I think customer satisfaction and retention is always going to be most important. A business can’t be successful without customers, so it’s critical to keep them happy and treat them right.
yeah now we must use web 2.0 for internet marketing.. and don’t know how about 2010 what will be trend.
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I like the customer satisfaction.
I guess businesses should focus on that.
Thank you for sharing all of it, such a great info.
I am using different social networking sites but customer satisfaction is still number 1 to keep businesses afloat especially this time of financial crisis.Thanks really great discussion.
I agree with you Emerald. Its common sense that customer satisfaction should always be number 1 and during economic recession customer retention is paramount. I’ve always found social networking sites take up too much time for the results they achieve. But, I guess it depends what sector you’re in
yeo! maybe web 3.0!!! and lets see what it has in store for us… with Web2.0 the internet experience became so interesting
Although social media and web 2.0 work, I have always had a feeling nudging inside that social media can often be based simply on the pretense of trying to “sell” your business instead of really sharing value with others, at least for some. It all seems a little fake in some sense. Thanks for the information!
Am not surprised that 69% of people who use social media consider themselves as newbies. There is so much going on in web 2.0 that it can be time consuming and difficult to learn and master one by one as a marketing tool. I think it’s better to focus on just a few and get the most out of them.
Lucky for those who made it first in social media that it benefited them more than they expected. Compared to those who came in late, researching, inviting friends, spamming and such, it only gave them just a very small presence that is not worth telling. Most marketers don’t really know yet how to use social networking properly and effectively that’s why they went back to what they were used to.
I absolutely agree with the above article and with the comments here.I have been studying internet marketing to market my own site and as I read and learn, there are so many contradicting ideas and I am flooded with tools. I just hope the same trend will apply come 2010 for internet marketing otherwise I am back in square 1 in my readings.
The economy played a significant role in this year’s survey as more marketers expressed concern on how a recession would impact priorities moving forward. Half of executives believe their marketing budgets will decrease in 2009, but 56% indicated their staffing plans will either stay the same or increase.
Basic customer satisfaction and customer retention remained the top two concepts of interest to marketers, followed by marketing ROI, brand loyalty and segmentation. Together, these represent a move back to the core principles of marketing.
I’ve learned what I suspect other marketers have learned, that the key of course is to focus on the process, not specific products (though they too can be created with future flexibility in mind). By focusing on the process, in other words the best practices of what constitutes good applications, communities, stickiness, brand awareness on web 2.0, these insights can be applied as the specific technology and channels change.
Will you be doing an updated list for 2010? I’m interested to see what others think will be an emerging trend this year.
I think that Web 2.0 is confusing to some people. Making them think about an upgraded version of the net. I agree that the buzz at times gets annoying. Just because new technology comes out doesn’t mean that we should throw away old marketing practices. We should learn how to develop the two into a harmonious mix.
I completely concur with the above article and with the comments here. I have been studying internet marketing to promote my own site and as I read and learn, there are so many contradict thoughts and I am inundated with tools. I just hope the same tendency will apply come 2010 for internet marketing otherwise I am back in open place 1 in my readings.
Even though the web 2.0 buzz can be annoying when it is all what the web is talking about. they are important tool in marketing.
Infact you cannot just put a line between the Web 2.0 marketing strategis and the very basics of marketing like the:
Customer satisfaction and retention.
They all complete each other
What businesses must remember is that keeping your customers is important, not just getting them. At the moment, there are plenty of ways of attracting customers with various web marketing techniques but once you’ve got them, you can keep them with good old fashioned customer service and once they receive that, they’re less likely to go anywhere else. You can attract millions of people but if they’re not satisfied with your product or service, what do you do then?
@Kenneth - I would agree that the amount on info on the web now that incorporates the web2.0 ideology is getting a little out of control. Like you said trying to keep up with all this information is a fulltime job in and of itself. My opinion is that this is just the beginning of a new trend in web development and user interaction on the web. In order for us to move forward we need to learn why this stuff works and how to better incorporate all the technology at our disposal to create real apps that are functional and actually build on brand loyalty and ROI.
@Jones McScreweb2.0 - A good point indeed. This just goes to show how much time we actually waste in our lives doing mundane or trivial activities. If you’ve come across the new South Park episode title “You have 0 friends”, then you’ll understand the problem that I have with all this social media and networking tools.
Using web 2.0 is really tiring. There are lots of work have to be done for a single link. Creating articles, building profile etc. This kinds of techniques are really out of date. Thanks for this new trends the work is getting much easier.
I noticed a comment from someone on LinkedIn the other week that states they are working on web 4.0, 5.0, 6.0, 7.0, 8.0 and about to move into web phase 9.0 and that web 2.0 has been in force since 1998!
Make what you will of that. :/
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