Top 9 for 2009: Online Marketing Predictions

January 8, 2009
by Mark Johnson

1. One of Google, Yahoo or MSN will start showing display ads on their SERPs. Although Google have trialled banner ads on image results i don’t envision them being the first to put them on their SERPs as what they are currently doing is working for them far too well to start changing it. I see MSN possibly doing it to try and gain an advantage over Google or Yahoo out of sheer desperation, if Google does start showing display ads it will only be as a result of successful trials on one of the other 2.

2. Yahoo will be sold either as a whole or more likely broken up into bits. Microsoft will be first in line to buy Yahoo’s search business.

3. Mobile search will increase massively. Although this has been a prediction in the online market for the last 2 years, the emergence of the iphone and other high spec phones has made searching the internet easily accessible. This should lead to a lot more advertisers trying the platform and as soon as some of these experience a good ROI the rest will follow. A lot of advertisers have been interested in the idea in the past only to be put off because there was no solid data to use in warranting spend of marketing budget on this channel. Early adopters may well be hotels, restaurants and gambling companies.

4. Search marketers will focus more on post-click activity. With budgets likely to remain relatively flat, there will be more emphasis on on-site conversion and getting more value for each visitor. In the latter half of 2008 Google heavily promoted its Website Optimiser product and it will be these kind of analytics packages that will help improve conversion.

5. Online marketing agencies will expand offerings beyond search. As above, with search budgets likely to remain relatively constant, agencies will look to other online offerings. With search still being an important part of the marketing mix, agencies will be well positioned to execute campaigns across other channels.

6. Twitter will be acquired by a major internet player.

7. Location and demographic targeting will intensify. With more analytics packages available to determine the gender, age, location, nationality etc of users, more emphasis will be put on spending the money on the right consumers. Add to this the growing mobile search market, it is important that companies advertise not only to the right consumers but also in the right locations.

8. Social TV will become more popular and video advertising will increase. The sheer volume of video uploaded to YouTube (13 hours of video uploaded to youtube every minute) and the amount of views it attracts (over 5 billion a month in the U.S.) is testament to its reach and influence. As more and more media companies sue youtube for copyright infringement, many are also offering their own online channels to try and protect their intellectual property. Its only a matter of time before these offerings try to exploit advertising revenue, though BBC iplayer may struggle as it is paid for by the public! Social TV where you can comment, instant message and interact with other users whilst watching your favourite shows together, both when and where you choose, will again enable marketers to advertise their products to specific and desirable demographics.

9. Google to bring out a simple Content Management System making web design simpler for the masses.

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