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Marketing Trends from the Digital Frontlines
The web and ways to market on the web continue to evolve at warp speed - we see some positive and negative changes occurring - our observations du jour: 1. Publishers are finally starting to charge for branded content. It's still difficult to do, but we are seeing many newsletter publishers charging from $30-100 per subscriber per annum. And, most importantly, many people are finally starting to accept the need to pay for quality content. 2. Contrary to popular opinion, the web's epicenter is not San Francisco, Tokyo, Washington D.C./northern VA, Seattle, London or Austin. There is no epicenter ... it's everywhere. We now have over 427M (Dataquest & Nua) people using the web and its truly become a global medium/marketing venue/information highway. 3. More good news for e-commerce enabled business models. Recent published reports (Boston Consulting Group & eShop) indicate customer acquisition costs have dropped from $45 per individual customer in Q-4 of 2000 to $18 in Q-1 in 2001. 4. Adobe continues to push PDF format as a web standard. Over 32% of corporate web sites today have Acrobat PDF-enabling their web sites. Why we will never know (?), as it isn't an HTML standard but was originally developed to facilitate printing of documents. And, it doesn't work well on many web sites, especially for those coming in with slow connections or when you are trying to view more than a couple of pages. 5. Surprise, surprise! Splash pages are still increasing in popularity, with an estimated 18% of web sites today incorporating them. Let's be clear: we think they are really lame (to use a technical marketing term). They slow down the user experience and cause many people to click away from a web site in annoyance with no bookmark and no return visit. 6. Opt-in e-mail continues to grow in popularity and to reflect the web's ability to handle rich media content. The HTML format is rapidly becoming standard in many e-mail campaigns and we are starting to see streaming audio and video plug in components (running in the background) and even integrated voice mail, as just announced last month by YesMail. But, watch those conversion rates fall; opt-in e-mail is in danger of becoming this year's banner advertising. 7. Newsletters have become mainstream ways to communicate with customers, generate revenue via ad inserts and drive a brand into the marketplace. Now there are ASP (application service provider) solutions being brought to market by Microsoft and many others than enable a small or large company to manage all aspects of newsletter marketing via a browser. 8. No secret the web is maturing. There's been a media firestorm the last few weeks about how only four companies (AOL, Microsoft, Yahoo and Napster) commanded approximately 50% of the overall traffic on the web. Most disturbing to those of us not with the aforementioned companies (Sidebar: am sure Steve Case and Bob Pittman are very happy), eleven companies commanded this percentage about a year ago. 9. Traditional media is experiencing the same market downturn that interactive ad agencies have been getting. Look at your recent Newsweek, Der Stern, Time, Business 2.0, Upside, Fast Company, or Wired and you'll see they would do Jenny Craig proud - they've lost a lot of ad weight. 10. Popups, popovers, popunders - whatever the term you want to use for those annoying interstitial types of ads are still continuing to be deployed on more and more web sites. We think they are just bad marketing and are being used by sites or companies that can't figure out how to generate revenue with content (see #1) or, dare we say, real services! About The Author Lee Traupel has 20 plus years of business development and marketing experience - he is the founder of Intelective Communications, Inc., http://www.intelective.com a results-driven marketing services company providing proprietary services to clients encompassing startups to public companies.
MORE RESOURCES: New Lightspeed Data Shows Digital Marketing is Driving Engagement and Growth for Golf Courses PR Newswire My summer well spent: Studying digital marketing in the Czech Republic Xi'an Jiaotong-Liverpool University How to Become a Digital Marketer in 2024? Simplilearn Why is the internet overflowing with rubbish ads – and what can we do about it? The Conversation Indonesia 10+ Digital Marketing Companies in the USA- 2024-25 Customer Think Juice Media Expands Mobile and Digital Marketing Capabilities Through Acquisitions of Mooko and MDG PR Newswire Niche marketing: How brands can use influencers to reach niche pockets of the internet Sprout Social 7 Free Digital Marketing Tools For Small Businesses CO— by the U.S. Chamber of Commerce OuterBox Announces Acquisition of TopSpot, Creating a Top Independent Marketing Agency in the US AccessWire Internet Marketing Association Wraps One of the Largest Artificial Intelligence Conferences in America PR Newswire Study: 96% of sites in Google’s top 10 positions have 1,000+ links from unique domains Search Engine Land Digital Marketing for Car Dealerships [2023-2024 Guide] Spotlight | DesignRush Amazon Marketing Strategy 2024: A Case Study Simplilearn Digital Marketing for Restaurants (2024) Spotlight | DesignRush Top 23 Online Marketing Platforms for Digital Marketing in 2024 Influencer Marketing Hub The 43 best marketing resources we recommend in 2024 Sprout Social 10 Best SEO Services Of 2024 Forbes Bachelor of Science in Marketing Analytics (BSBA) Liberty University In-flight Internet Market Size, Share & Forecast Report, 2024-2032 Global Market Insights Coca-Cola Marketing Strategy 2024: A Case Study Simplilearn Decatur Utilities will not enter high-speed internet market The Decatur Daily Digital Marketing Dynamics of 2024 Martechcube Social media - statistics & facts Statista Best online marketing service of 2024 TechRadar 11 AI marketing tools your team should be using in 2024 Sprout Social Global In-flight Internet Market Forecast to Reach $2.1 GlobeNewswire KFC Marketing Strategy 2024: A Case Study Simplilearn McDonald's Marketing Strategy - A Case Study Simplilearn What Exactly is Digital Marketing in 2024? Entrepreneur 10 Essential Digital Marketing Tools for a Successful Small Business Spotlight | DesignRush Top 10 Digital Marketing Trends For 2024 Search Engine Journal How SMBs are approaching digital marketing in 2024 Search Engine Land Guidance on regulatory measures aimed at restricting digital marketing of breast-milk substitutes World Health Organization (WHO) KWEB China Internet Market Volatility FAQ KraneShares 5 Tips for Your Digital Marketing Strategy in 2024 Social Media Today Tesla Marketing Strategy 2024: A Case Study Simplilearn 15 eCommerce Marketing Strategies for 2024 Spotlight | DesignRush |
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