5 Web Trends to Watch in 2011
2010 has been an eventful year for the marketing and interactive industries. From surges in usage of social media and video, to the introduction of the iPad, marketers have continually been challenged to adapt to a changing media landscape. As 2010 draws to a close, there are new trends on the horizon, which will create both exciting opportunities and tough challenges in 2011. This month we'll explore 5 trends to watch in 2011.
Diversification of Devices
Over the last few years, marketers and consumers have been enamored with the iPhone. This year we've seen the Android begin to carve out a space for itself in the smartphone marketplace, and in 2011, we can expect the Android and other smartphones to continue gaining market share. The same holds true for the iPad; while it's ruled the tablet marketplace so far, new tablets are being introduced, which will undoubtedly attract consumers in 2011. Finally, Google TV and new television sets are bridging the gap between televisions and computers. For marketers, this diversification of devices will require more test across different platforms, a deeper understanding of users' behaviors, and recognition of the differences in these devices' capabilities in order to create successful websites, campaigns, and applications.
Mobile Usage Skyrockets
According to Nielsen, by the end of 2011 the majority of cellular phones in the United States will be smartphones. Combined with the rapid adoption of tablet devices, this makes the mobile internet space an incredibly important medium for marketers. While the majority of smartphone users access the internet from their phones primarily for utilitarian purposes such as looking up prices, phone numbers, and addresses, tablets have opened up the mobile usage possibilities to include e-commerce, research, and information gathering. This will require organizations to make more information and functionality available through mobile platforms in order to successfully communicate with key audiences.
Location-Based Networking & Targeting Grows
In 2010, the world was introduced to location-based platforms. From new social networks like Foursquare and Gowalla to new features from Facebook and Google, consumers have been given the ability to easily share their locations with others. According to Gartner, a leading IT research firm, more than 75% of devices shipped to mature markets will include GPS technology by the end of next year, allowing even more users to access these types of networks, and marketers to more effectively determine the geographic locations of their audiences. So in 2011 we expect to see more organizations using these technologies to target consumers by location, offering special deals and delivering geographically relevant content.
Getting Serious About Social
While social media has become a key component of successful marketing programs for many companies, many organizations are still slowly exploring the social media space without creating formal strategies or goals. To date, many organizations have been content with testing the social media waters, assuming that it delivers on intangible goals like awareness and brand perception. But with social networks increasingly affecting consumers' purchasing decisions, we expect that social media will play a larger role in organizations' overall marketing plans in 2011. No longer will social media responsibilities be handed off to interns who 'get' social media. It will become the business of Vice Presidents and Directors, determined to integrate social efforts with other marketing programs and achieve measurable goals.
The Bar Continues to Rise for Customer Support
Social media and business review services like Yelp and Urbanspoon have made it easier than ever for disgruntled customers to broadcast their gripes with the rest of the world at the business' expense. Likewise, glowing online reviews have driven an incredible amount of referral business for some organizations. Either way, social media and online review sites have created a renewed demand for good customer service over the last few years. In 2011, we expect business to react to this demand by offering more online customer service channels. Features like live online chat, customer service through Facebook and Twitter, and service via text and applications will become increasingly popular in 2011.
These trends present both major challenges and incredible opportunities for digital marketers in 2011. Organizations should keep in mind that creating effective online campaigns does take time, and the effects of these trends will live long beyond the next year. So although many companies will be unable to address all of these trends in 2011, smart marketers will work toward goals over the next year that take these trends into account, ensuring that they are prepared for the future of online marketing.