79 Key Online Marketing Predictions For 2011 - From Internet Marketing Experts - Hit Search. Document covers SEO, PPC, Affiliates, Video, Social Media, Government, Reputation Management and Display Advertising.

1. 2011
79 Key Online Marketing
Predictions

2. EXECUTIVE SUMMARY
The key focus for online marketing in 2011 will be local search.
There are four key areas that will underpin all major developments
over the next 12 months:
1. Message
Content is king, copy writing skills will
become more important than ever in 2011
with greater empathises on the quality of
the content in searches.
2. Complicity
Digital marketing is becoming more
fragmented; so to design, manage,
measure, forecast and re-evaluate a
winning campaign will require an ever
more knowledgeable marketing team
3. Planning
With new localised search and empathise
on cross platform resources, carefully
planned integrated campaigns will be the
most successful in 2011.
4. Cross Platform
The need for cross platform support and
measurement is crucial for 2011. HTML5
will allow for a more strategic view to
function over multiple platforms.

3. 79 Key Online Marketing Predictions: SEO
1. As a result of the local fragmentation of Google, and the
growth of local search entities, SEO will become more complex in
its management and delivery.
3. The blurred lines between SEO and
2. Content will define SEO in 2011, social media will be emphasised
with copywriting skills becoming even more this year, particularly with
more important than ever. new local additions being added to
search engines.
4. Sales generated through SEO-based channels will grow by more
than 50% compared to 2010
5. Google will remain the dominant
search engine, although Bing and Yahoo 6. Facebook will launch its own
will claw back up to 2% of the market search listings in 2011, with a
share through the course of the year. local bias that will see Facebook
gain a reputation as the "local
7. The increasing adoption of HTML5 search engine"
towards the end of the year will provide
better cross-browser platform support.
8. Google will introduce a “brand halo effect”, allowing larger
brands to become more prominent in their industries, and target
keyword phrases that they had previously had little exposure on.
9. Yahoo will remove its site explorer
tool this year. 10. Google is set to move Google Local
and Google Shopping to a paid
11. Bing will add more functionality medium by the end of 2011, and will
into its Webmaster Tools, which will cause further uproar by displaying
allow for greater reporting on links more of its own content, ie: links to
and site-wide reporting. business listings within search listings.
12. Bing’s Facebook results will become much more prominent in
the UK in the first quarter of 2011, which could lead to some
interesting celebrity mishaps, promoting the awareness of
managing your reputation online from the general public.

4. 14. Bing will look to make its Facebook
investment work in 2011. Facebook
listings will start to appear in more
13. Yahoo’s partnership “interesting” places, while impressions
with Gannett will expand its and “like” data will be put to good use in
local-based advertising, as its keyword ranking mechanism.
well as provide additional
content opportunities. 15. Google’s current share price of $600
is one of the dominating elements in its
2011 strategy; expect to see a 10%
growth of these shares throughout the
year.
16. Yahoo's Margin increased to 11% in 2010, mostly aided by the
Sale of HotJobs, its investment into Alibaba and shedding of 4% of
its workforce. Its Search Agreement with Microsoft to obtain full
traction in 2012, and CEO Carol Bartz believes Yahoo will be a
more attractive proposition to purchase in 2011, with Apple or
Facebook expected to be the potential suitors.

5. 79 Key Online Marketing Predictions: PPC
2. There will be more and more
opportunities to spend PPC budgets in
1. Facebook’s 2011, with new opportunities from Google
advertising revenue (launch of Google Local, Google
will see a year-on- Shopping set to be monitorised), Yahoo
year growth of around (local and content) and Bing (more share
72%, pushing them of PPC market with Yahoo's inventory).
through the $2bn
profit barrier. 3. With new PPC mediums available,
click fraud will begin to rear its head
throughout 2011.
4. There will be an increase of more than 200% in mobile PPC
spend in 2011, as it rides the wave of mobile browsing awareness.
5. This year will see a greater
understanding of conversion across 6. Twitter will launch a PPC-based
the entire client sector. product aimed specifically at
agencies in 2011, while the spend
7. Paid search cost-per-click prices on LinkedIn PPC will increase by
will increase on all search engines, around 300%.
which will lead to a greater focus on
on-page quality from Google, Yahoo
and Bing.
8. Through the Adcenter engine, Yahoo PPC will develop a much
better reach and ROI in 2011; as a direct result of this, there will be
a bigger flow of marketing budgets in the last two quarters of the
year.

6. 79 Key Online Marketing Predictions: AFFILIATES
1. 2011 is set to be a difficult year for large-scale content affiliate
sites, with Google starting to push bigger brands in the listings.
2. This will be a real boom year for upper affiliates, and Affiliate
Networks will be successful for super affiliates on an exclusive basis,
employing exclusive retention teams.
3. Clients will develop multi-skilled affiliate teams to help develop
4. The above two points will result in three UK affiliate networks going bust this year.
their in-house networks.
5. Closer relationships between super-affiliates and their clients will
create a more difficult relationship between clients and networks.
6. Voucher codes will becoming more visible in the UK, and will
begin to be featured in mainstream TV
advertising. 8. Local-based affiliate
advertising campaigns will
7. The 2011 boom in mobile commerce will become much stronger in
see mobile affiliate marketing becoming a 2011, and more integral to
growing revenue stream for clients; QR the overall affiliate
codes will become a mainstream icon, campaign. Affiliates will jump
and will start to appear in tee shorts aimed on new technologies unveiled
at students, who will see it as “cool art”. by content providers.
9. Social gaming and social networking sites will see a noticeable
influx of large scale super-affiliates.
11. Determining ROI and tracking issues will
10. Affiliate marketing
still be the dominant issues for clients in 2011.
campaigns will become much
more global this year, and
12. The UK government’s involvement in
clients will have to compete
affiliates will become apparent, particularly
with increasing competition
in the areas of customer privacy and
from overseas clients.
transparency.

7. 13. Group buying will make some noise in the UK, but it will be at
least 2012 before it hits the mainstream.
79 Key Online Marketing Predictions: VIDEO
1. The growth of the mobile will make 2011 a breakthrough year
for video advertisements, with the majority of video ads being
viewed on mobile devices.
2. TV budgets will have 3. The industry will look to standardise
to be structured in video formats, while privacy and
order to accommodate advertising standards will struggle to
digital video get a consensus in 2011.
promotional efforts, so
look out for many more 4. The HD format and 3D videos will be
spoof trailers online in interesting developments in the
2011! second quarter of 2011.
5. IPTV will make its mark on a local
level, and this local level will allow
clients to target early adopters. 7. Extra functionality of Apple TV
drives good progress of the product
6. YouTube will grow its premium in the UK this year.
partners list, as well as seeking out
potential premium consumers.
8. The boom of smart phones will continue to see a rise in user-
generate content; it is estimated that around fifty hours of content
will be uploaded every minute in 2011. YouTube will also introduce
more video editing tools for its users.
9. An increasing number of YouTube content and channels will
become branded by larger advertisers in 2011.

8. 79 Key Online Marketing Predictions: SOCIAL MEDIA
1. 2011 will be a big year for advertising on social networks, with a
year-on-year growth of 40% in social media advertising across all
platforms. Facebook will grab the lions’ share, while Twitter will
launch a more public-facing advertising model.
2. More and more media outlets will turn to Twitter as a first point of
contact with consumers, preferring the use of #hashtags as a
primary inbound communication tool.
3. Online reputation management will become more mainstream this year, and
will be increasingly seen as a vital aspect of any marketing campaign.

9. 79 Key Online Marketing Predictions: GOVERNMENT
2. In America, the Federal Trade
1. 2011 will be a
Association’s “Do Not Track” proposal is set to
defining year for
“promote privacy, transparency, business
government
innovation and consumer choice”, which will
involvement in online
lead to the Government placing extra
affairs, whether we like
legislation on companies to promote privacy
it or not.
and protection. This could become a burden
to businesses, depending on how heavy-
handed the DNT proposal is
executed.
3. Greater ISP regulation will be proposed by the British
Government in 2011, with a bid to block access to internet porn
sites at ISP level already being suggested by some MPs.
5. An embarrassing online incident will expose 4. Relationships between
how underprepared the UK Government is for the world’s governments
so-called “internet warfare”. In a move the and payments engines
press will label “the Assange effect”, fame- such as PayPal will
hungry hackers will look to publish their date become more and more
directly, rather than waiting for leaks to be strained in 2011.
passed onto them.
6. It is estimated that around 25% of the British population
download files illegally, and the British record industry will be the
driving force behind the closure of illegal downloading sites and
P2P servers hosted in the UK.

10. 79 Key Online Marketing Predictions:
REPUTATION MANAGEMENT
1. Bing will incorporate Facebook updates into its search results,
providing the ability to manage your online reputation amongst
the general public.
3. Online reputation management will
2. Monitoring the become more mainstream this year, and will
reputation of your be increasingly seen as a vital aspect of any
competition, and marketing campaign.
integrating what you learn
into your overall marketing 4. Facebook will introduce more controls to
strategy, will become its interface, as well as launching an
commonplace this year. awareness campaign to make sure their users
know all about them.
5. The increase in local-based searches and marketing activity
could lead to businesses claiming the wrong listings; the customer
service departments of the larger content sites will be able to
provide adequate cover to respond to this.
6. Reputation management will involves more input and reviewing
of media other than text; video, audio and images will all need to
be monitored.
7. The continued growth of Twitter will continue to cause issues for
large and small brands alike.
8. PR companies that successfully
integrate reputation management into 10. Content-based providers
overall PR strategies will be the most will develop a procedure to
successful in 2011. remove content that is more
established compared to
9. Reputation management will become 2010.
a larger consumer and research tool for
SMEs.

11. 79 Key Online Marketing Predictions: DISPLAY
2. Payments via mobile will become
more likely in 2011, but will not
1. Display advertising is a growth area
become common place until 2012.
that Yahoo needs to master in its
Apple (iPhone 5), Samsung (Bada 2.0)
developing markets, and their
Google (Nexus) have all plans to
purchase of Dapper last year will help
support Near Field Communications
their move into the display advertising
(NFC) in 2011.
market.
3. Mobile will provide a bigger than average growth for the
display market in 2011.

12. 79 Key Online Marketing Predictions: MOBILE
1. Coca Cola or Pepsi will link with one of
the major smartphone providers to allow 2. Mobile browsers will
purchases to be made via the phone. A be used less frequently
successful case study will push this in comparison to
concept to the front of mind, and will smartphone applications
push growth in 2012. - why browse the BBC
website when you can
3. Nokia has already stated that it will use a BBC application?
add the NFC software to its smartphones
in 2011.
4. Apple will be linking products as well as applications to its iTunes
payment store.
5. There will be much more design to allow for offline browsing in
2011.
6. The subject of malware, phishing attempts and fraud will plague
all mobile providers in 2011. Watchdog, BBC’s flagship consumer
affairs show, will highlight these in the 2nd quarter of the year.
7. Apple’s MobileMe platform will be an essential tool for Apples
mobile products, and this subscription-based model will provide
additional steady revenue for Apple throughout 2011.
8. Travel and Retail are two sectors that will have increasing interest in the
growth of Exchanges and video advertising this year.
9. Meanwhile, Google's Android mobile platform will be the key
drive in its share price; Android captured 22% of the market on
mobile platforms last year. Google will partner a large mobile
supplier to make payments via NFC a reality in 2011 - but don’t
expect any traction until 2012.

13. 79 Key Online Marketing Predictions:
CROSS PLATFORM
1. HTML 5 will allow for a more strategic view of the web creative,
to function over multiple platforms.
2. The planning and delivery of resources that are required to
develop cross platforms will be more crucial than ever this year.
3. The increasing need for cross
platform support and measurement
will fuel the demand for CRMs and
Marketing Management Systems.

14. ABOUT HIT SEARCH
Author
Andrew Redfern – Hit Search Director
Graduating with honours with a BSC in Computer Studies,
Andrew has clocked up over 11 years within the Online
Marketing Industry. Andrew originally created Hit Search in April
2007 to capitalise on a rapidly expanding Search Engine
Optimisation market within the UK.
• Deliveries stunning ROI figures for clients through online
marketing.
• Develops the brightest free-thinking individuals in the UK
Search Marketing arena
• Fuses together technology, ideas and marketing
About Hit Search
Hit Search are an online marketing agency specialising in
search engine marketing - including Search Engine Optimisation
(SEO), Pay Per Click (PPC), Affiliates and E-Mail marketing.
We bring to the table over 50 years of combined experience in
search engines and have worked at a variety of levels from
some of the largest blue chip clients in the world.
We know what turns a search into a visitor and a visitor into
business...our clients are here to stay!
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