Thoughts for 2010
The month of December can be a “wrap-up” for many—however in the marketing and PR industry it’s more of a “ramp-up” month with client and campaign planning for the next year. After meeting with a number of clients and discussing goals and strategies for 2010—I began organizing my thoughts into a list of what I think we can expect to see from marketing, PR, social media, and technology in 2010:
1. 2009 was the year that social media “experts” infiltrated the masses. Everyone with a Twitter account and Facebook profile was deeming themselves an expert. In 2010, the real enthusiasts and savvy folks will emerge and the snake oil salesmen will fade.
2. The press release continues its evolution. I do not believe the press release will die in 2010—however it is undergoing a transformation. Think Optimus Prime. Organizations will always need tools to disseminate their news and adhere to disclosure rules—however never before have we had so many different options. Linking to content such as online video, blogs, social media will make the press release smarter and also improve your company’s “searchability.”
3. While not the first person to think this—I do strongly believe that Twitter will either trial an ad-based model or perhaps introduce a professional fee-based option in order to generate revenues.
4. Marketing budgets will start to shed their cobwebs. We are seeing an uptick in spending and hopefully this continues in 2010. Particularly organizations that in the past shied away from social media will begin to embrace it. Why? Because their customers are already socially plugged-in and companies need to re-think how they connect and communicate with them.
5. Social networks drive in-the-flesh networking. Events, Meetups, and Tweetups will only continue to grow. Social media has helped to expand our brands and reach new markets and groups of people—however in 2010, I believe more and more folks will be getting together and networking in person leveraging the relationships they made via social media.
6. Just as cash is king so will content (continue to) reign in 2010. Organizations and executives who remain guarded and not willing to share opinions and thoughts via blogs, comments, and tweets will be jettisoned by their competitors who take advantage of creating content and engaging with their audience. That said, it’s not only about content, but how you market it.
7. With the increase in content creation—so will be the need to optimize that content. Your next order can be one Google, Yahoo or Bing search away, assuming you are making your content Internet-friendly via an integrated SEO and SEM strategy.
8. 2009 was economically challenging for the entire planet; many industries saw their customer bases retrench. Those that focus on customer service, build relationships and deliver value are more likely to retain their base and grow. Implement programs to over service your customers in 2010. Those that have an optimal experience working with you are more likely to refer and reward you other business.
9. Social media invasion continues. Facebook, Twitter, LinkedIn and other platforms are making the world smaller. How you present yourself in the digital world can have personal and professional implications. Use them wisely and think twice before you upload those vacation photos to Flickr.
10. PR professionals who think in terms of press releases, media lists, and “spray and pray” email blasts will become extinct. The successful PR professionals of 2010 and beyond will think like CMOs and use a broad range of tools to deliver their message via targeted campaigns.
What are your thoughts or hopes for 2010?