Adeel Murtaza

Recently Gartner a reliable technology research company compiled a report “Gartner Top End User Predictions for 2010”. This might be a wakeup call for IT executives to re-evaluate their future technology investments. Technology being dynamic in nature could make or break the organizations productivity if not well organized and synchronized with the market trends and business objectives. According to the Darwin’s Theory species who evolve, survive the most. Therefore we need to implement solutions those are adoptable for any business requirement. The more the System is conformable and flexible, the more the chance to save investment in technology projects. Let’s go through the Predictions and analysis our position.

1- 20% of businesses will no more own the IT Assets by 2012

• This means either the enterprise IT budgets will shrink or re-allocated to more strategic projects.
• Job Cuts for hardware specialists
• Adoption of Cloud Computing and Virtualizations
• Use of Turn-key solutions in enterprise customers
• Migration to Hand held devices

2- Indian based IT Companies will share 20% of leading cloud services market by 2012

• A need to separate business process areas to separate offshore and onshore technology systems
• Require more risk management skills to hand safety and security of data

3- Facebook Mania – Hub for Social Networking by 2012

• Today with 400 million active users it is expected to reach 1 billion by the end of 2010.
• 15000 websites, applications and devices use Facebook API’s.
• Hard to ignore Facebook if you are in B2C business. You can advertise, integrate your CRMs and market your B2C products.
• Facebook on the other hand should work on security and vulnerability issues that are prevailing.

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In justification to my last post where I discussed about marketing as the biggest challenge faced by Small Businesses, today I’ll talk about trends in our upcoming marketing approach. Recently I read an article at Forrester about US Interactive Marketing Forecast, 2009 To 2014. I was unable to restrict myself not to share this great report with my blog audience.

Although the graphical representation of this survey report explains the entire story to those who are involved in the marketing efforts for their businesses, Search Engine Optimization(SEO), Email Marketing, Social Media and Mobile marketing will continuously outpace the traditional marketing techniques(TV, Print Media, Radio, Outdoor, Road Shows,etc.) in terms of Compound Annual Growth Rate (CAGR).

Some newspapers and small print media publishers are feeling the heat these days not because they were not aware of increase in Internet promotion but because they did not planned for their future strategy and was unable to made partnerships with online media. If you are a sensible marketing professional, you should start shifting your budget for interactive marketing and mold your marketing strategy according to your industry and market requirements.

What is the biggest challenge faced by Small Businesses?

According to the 2009 Small Business Attitudes & Outlook Survey performed by Constant Contact and Association of Small Business Development Centers, 71% responded that “effectively reaching my audience with limited marketing resources” is their biggest challenge.

In current economic conditions it is also not wise to spend extra on traditional marketing overheads and this is where online marketing plays an important role due to its in-expensive cost and proven success.

In response to current economic conditions, 29% of small businesses have actually reduced their marketing budgets. However, businesses are continuing to shift more of their online marketing using Paid Advertising, CPC, Adwords and Email Campaigns.

That being said, it is also noticed that Online and Email Marketing with 20% success rate is the second largest medium of marketing after word of mouth. Companies who are not utilizing this channel should be ready to face a greater competition in the long run.

Impact of Online Marketing

The illustration below explains how online marketing works for the businesses. The important aspect is that it is cost effective yet increase the opportunity to reach to greater audience. It works as a catalyst for sales team in the organization.

See some of the facts I gathered from the surveys and reports:

• Total Online Ads Impressions for Health Care Products were 8 billion for March 2009
• Total US population of 337 million searched 14 billion times in April 2009. (Avg. of 43 searches per person)
• 1 out of 4 people worldwide using Internet.
• General Motors to Spend $1.5 Billion on Online Advertising.
• 66% of marketers agree that email is the most cost-effective marketing tool ($1.2 Billion spending in 2009)
• US Spend $21 billion in Online Ads. An avg. of $70 per capita.
• 62% of Users click on a first page results.

Virtuous Circle of Web Optimization

Online marketing, Search Engine Optimization and Email Marketing are essential parts of today’s web model and play a vital role in company’s overall marketing, brand identity and eventually business growth. I call it the Virtuous Circle of Web Optimization where every Web based Business needs to follow a continuous circular path to improve itself after each iteration. Every phase leads you towards next phase which enhances and develops opportunity for next cycle.

Source : buzfactor