Yep, that is my predicition.
In 2009, while our economy continues to slug along, those that do a good job of marketing themselves online stand to have a very good year. We’ve all probably heard stories of how a lot of people became rich during the Great Depression – because it is true. Those that keep their eye on the ball when everyone else is distracted will continue to hit home runs – it won’t be as easy as it was before, but it will still happen.
Markets are shifting right now. While mainstream for quite some time now, the internet is now starting to subplant other channels of distribution and marketing. Newspapers are struggling, some either are, or are planning to go to internet-only distribution. Video, which had the exclusivity of TV delivery, is now more popular than ever online (even traditional TV’s might be hooked up to a PC or Apple TV), Google searches are replacing Yellow Page look-ups, users are carrying around internet-enabled cell phones loaded with mobile apps that connect to their online accounts, businesses are advertising online with pay-per-click advertising. While lower than before, the spikes in gas prices over the last few years has more people getting used to the idea of staying at home where they can spend more time surfing the web. A new generation is growing up not knowing of a world prior to high-speed internet. Social networking is redefining public relations for major companies and public figures.
There is a fundamental shift that is taking place – while we thought we have already seen the impact of the internet on our lives, we are now realizing that the last 10 years was just a slightly advanced stage in it’s infancy. A major growth spurt is coming in 2009 and a lot of companies that thought they had a “web presence” are going to get left behind, while a lot of companies that are “plugged in” to the coming changes will reap great rewards.
So, what are the nutshell nuggets of knowledge to pull from all this?
First you can’t be just a “web presence”. You can’t be “static” online. You can’t think of a website as the beginning and end of your online efforts. Sure, it has worked in the past, and in many cases working still. But at some point it no longer will.
Second, change the way you think about the internet – almost consider it a parallel universe. 20 years ago, they called the concept “virtual reality”. It made a lot of buzz but died down as the real world realities of the internet’s limitations at the time softened our vision of this “cyber-space”. Now we are seeing virtual reality slowly coming about. Sure, it’s not a funny headset and Tron-like graphics, but the internet is becoming another place that we exist, or more importantly, where your customer’s exist. They are not just hopping online to do a quick search with a keyword phrase to find your product or service and then signing off, they are living much of their life there. So, you will need to be “plugged in” to where they are, what they’re doing and how to get their attention.
We are already seeing this shift in our business. We are not a website development firm anymore, despite my old-habits-die-hard habit of calling us that. We are actually an interactive agency now. Developing the site for your web presence is no longer the beginning and end of our involvement. Throughout 2009 we will be asked to build the “main” site, setup the blogs, create sub-sites, recommend lead tracking solutions, secure advertising, handle marketing campaigns, develop a social media strategy, manage company brands, oversee public relations, broadcast online call-in radio shows, produce video, write copy, record podcasts, program applications, create training materials, research keywords and provide consultation services.
By being prepared for changes in 2009 as the internet leaves behind it’s infancy, you can be a part of it’s growth spurt.