One online marketing expert has made his predictions for the major areas of interest in the sector set to dominate the New Year.
Hit Search founder Andrew Redfern said that copywriting skills will become “more important than ever” in 2011 as quality of content starts to be the decider in many online advertising campaigns.
He said that marketing teams will have to raise the bar when it comes to their knowledge skills, as they respond to the increasingly fragmented nature of the online marketing arena.
A third area in which online marketing is due to develop is in terms of planning, he went on. The new ability on search engines such as Google to carry out localised searches and focus on cross-platform resources, means that online advertising campaigns will need to be better integrated over the next 12 months if they are to be successful.
The final major area of development in the world of online marketing in 2011 will be cross-platform marketing, as previously alluded to. Mr Redfern stressed that “HTML5 will allow for a more strategic view to function over multiple platforms.”
When it comes to SEO marketing, he said that the localisation of Google would have a significant effect over the next 12 months, with more complex systems of management and delivery required. The year will see the “blurred lines” between SEO and social media such as Facebook and Twitter becoming even more so, especially as local additions are placed on Google and other search engines.
Google itself is likely to remain the number one search engine, although as the year progresses the likes of Bing and Yahoo will be clawing back a small amount of the market, Mr Redfern predicted.
However, Facebook is also set to launch its own search listings in 2011, again with the focus on localisation.