Developing an online marketing strategy in a maturing marketplace is harder than in a dynamic, growing one. Here are factors to consider.
Marketers can learn a lot from President Barack Obama's first year in office. While setting an ambitious agenda he's discovered that governing is more difficult than getting elected. For online marketers, the lesson learned is that developing an ongoing strategy to achieve profitable revenues in a maturing marketplace is harder than in a dynamic, growing one.
Three Important Characteristics of the Maturing Online Market
Since buyers are at the core of every marketing strategy, it's important to understand how the maturing online marketplace affects your prospects and customers. Here are three critical traits to consider:
Seven Online Marketing Trends for 2010
In 2010, the following seven trends will be at the core of online marketing. These trends show an evolution from the past few years (see 2009 trends here) as businesses face a more competitive online marketplace and a more diverse set of communication channels.
As President Obama has shown us, while the future will always present unexpected events, it's critical to stay focused on your main goals. To this end, listen to your customers and react proactively and quickly to unforeseen developments.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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