January 2010 Monthly Update
SIS Media Group is dedicated to keeping you up-to-date on the rapidly evolving cyber universe, tracking changes in technology and consumer expectations to help you keep both your web site and your marketing current and effective.
Things to Be Aware of in 2010
Businesses locked into traditional media advertising: newspapers, radio or TV ads, yellow pages, etc., should be looking into new ways to reach their audience and take note of some key facts:
Go Where Your Consumers Are
Per Forrester Research in its US Interactive Marketing Forecast, 2009-2014, people typically spend equal amounts of their media time—34-35% in 2009—with television and the internet (including at work). Yet businesses spend four times as much on TV ads as on internet marketing, despite online marketing being much cheaper even than typical print ads ($5 per lead vs. $35). Failing to reach out to customers where you know they can be found is a wasted opportunity.
The Paradigm is Shifting
Social media marketing is projected to surpass even email marketing by 2014. Social media is the hottest trend to come out of Web 2.0, with people more connected than ever. Companies who chose to drive the conversation about their products rather than simply tag along and hope for the best are realizing significant returns on investment.
You Are More Available Than Ever
The PC is no longer king of the web. People expect to access email and the internet from anywhere via cell phones, laptops, and whatever other electronic device they happen to be holding. Your website must keep up to accommodate special browsers and new ways of accessing the web.
Your Competitors are Online
Forrester notes that even though in the recession small businesses overall have decreased advertising spending, digital and online spending increased by 15% between August 2008 and August 2009. Businesses of all sizes cannot afford to sit on the sidelines while their competitors offer the online services and information that consumers increasingly are looking for.
In the News
Windows 7
The newest operating system from Microsoft replaces Windows Vista and XP and has received, to date, rave reviews. One major drawback in upgrading PCs, however, comes due to the fact that the OS does not come with a bundled email program like Outlook Express or Windows Mail. Users must deal with shifting to Windows Live, their new combined messaging solution, or download a standalone email program. Some users may find the interface confusing or the extra features annoying, so make sure when transitioning to Windows 7 that you have explored your options and trained your employees on what to expect.
Bing
Microsoft's entry into the search engine wars is a direct competitor of Yahoo! and Google and offers some surprising functionality. Search on a restaurant name, and you will get not only the location and website listing, but also nutritional and employment links! While most reviewers agree that Bing still needs some work to give Google a real run for its money, it has made people stop and think about its possibilities. Smart businesses have always tailored their web pages to the major search engines, but now more than ever, they should be aware of the kind and quality of information new players like have to offer, to take advantage of this more robust approach to indexing and providing content to the casual web search.
Hope for the Economy
Major technology players like Oracle and Cisco are cautiously predicting that 2010 will see at least the start of a resurgence in technology spending. The new year on Wall Street started with a bang as a positive manufacturing report boosted stocks to a 15-month high. Businesses that have been holding their breath for a year or more may see positive indicators of their own over the coming months. They should be prepared to take stock of how their current websites and marketing are performing in order to make adjustments to catch the consumer wave when shoppers finally feel confident about spending again.
