This year looks to be full of changes for Web marketing professionals. Major online players from Google to Facebook and others will work hard to grow their usage base and keep Web surfers on their various Web properties. This will lead to changes that can literally happen overnight. How we use the Web, from mobile devices, to content, to elections and more will evolve further online with great impact for companies and Web users. Plan ahead and be ready for these trends for successful online marketing in 2012.
- Google In 2012
Fresh content is more important than ever for Google’s search results. Also, Google will continue to grow and use Google+ to increase market share. Develop a blog and write regular Website content updates for your Website. Set-up a business page on Google+ today. This will help drive your site to the top of the search results.
- Growth of Social Media Competition
Business profile pages in all the major social media Websites and regular content additions to those pages are a must. Users will stay on these Web pages for resources, to solve problems and find help or information. Each site will have their own strategy and stats monitoring. This builds awareness for your company and drives traffic to your Website.
- The Mobile Web
Mobile traffic from iPads, iPhones and Android devices is growing fast. Our client Websites are seeing 10-15% of their traffic coming from mobile devices and growing. Develop a mobile version of your site when traffic hits 10% or more. Mobile traffic is highly qualified and needs conversion points. Make sure your site can adapt to the screen size of the mobile user and monitor your mobile stats.
- Website Development Speeds Up and Budgets Fall
Websites will be developed faster and at a lower cost in 2012. CMS templates and modules will make Website success more about strategy, messaging and content and less about development. Good design is not going away, but development is now a piece of cake. WordPress will continue to lead the way along with substantial growth for Magento in eCommerce. This will also drive job growth in 2012.
- Website Knowledge Explodes
Knowledge of Web marketing is no longer for geeks or Web masters. This knowledge will explode among small to medium sized businesses in 2012. Web marketing terms are now an accepted and critical part of marketing vocabulary. Are you up to speed on Web marketing terms?
- Integrated Media and the Death of Flash
User preferences will drive the use of more media on Websites. Video, audio, written content, photos, slides, graphics and more are needed to meet user preferences. This will drive job growth for graphic design and Web media jobs. Flash will decline and HTML5 and other universal formats will emerge in 2012.
- Online Publishing and Content
Most content is free on the Internet and valuable content will draw traffic. eBooks are the future of publishing and magazines are next. Stale content is a negative influence of Web results. Web visitors will quickly leave Websites with old content. Develop a plan for new content posted on a weekly basis.
Thomas Young is a TEC Canada speaker and Vistage member. Tom is CEO of Intuitive Websites, LLC, a website marketing and design firm based in Colorado. You can reach Tom at Tom@intuitivewebsites.com or at 719-231-6916.