Three Important Characteristics of the Maturing Online Market

New Updates

Seven Online Marketing Trends for 2010

In 2010, the following seven trends will be at the core of online marketing. These trends show an evolution from the past few years as businesses face a more competitive online marketplace and a more diverse set of communication channels. * Improved lifecycle marketing provides customers .... More »

LSF Interactive Announces Expansion

LSF Interactive announces that they are expanding its offerings to companies by giving them additional advanced programs and more of their expertise guidance. LSF is a technology focused online marketing and media that works at a global level. They are making an offer of guaranteed results, which in.... More »

How To Make Space In Your eBook To Make Money

The purpose of your eBook is important in determining which form of acceptable advertising should be considered. This could be advertising that you can take advantage of to create additional streams of income or to promote your own products. Affiliate links, affected items, items related to the eB.... More »

Updated Keyword Tool Released By Google

Google has a new keyword tool. Google has called this new keyword tool "The Keyword Tool". This new version has finally come out of beta and is ready to replace the two previous predecessors. Those were the familiar tools of the original keyword tool and the Search-based Keyword Tool. In order .... More »

Yelp Vanishes From Google

Yelp is a popular local reviews website. There are reviews covering businesses in nearly 40 states as well as the United Kingdom. Users can review everything from the worst club they have ever visited to the best little restaurant that is so unknown that if you blink, you'd miss it. There are also s.... More »

Marketers can learn a lot from President Barack Obama’s first year in office. While setting an ambitious agenda he’s discovered that governing is more difficult than getting elected. For online marketers, the lesson learned is that developing an ongoing strategy to achieve profitable revenues in a maturing marketplace is harder than in a dynamic, growing one.

Since buyers are at the core of every marketing strategy, it’s important to understand how the maturing online marketplace affects your prospects and customers. Here are three critical traits to consider:

Consumer segments have evolved online at different rates and in different ways. For example, while text messaging is the dominant way that teens communicate, it’s not too popular with seniors. Further, customers have multidimensional needs that change over time. For example, not all mommy bloggers need diapers.

Consumers are device indifferent. They expect to be able to access and use the Internet, their communications, and their information regardless of where they are, what tool they’re using, and/or what function they’re performing. Among these devices are computers, netbooks, Kindles/e-readers, smartphones, BlackBerries, iPhones, game consoles, and GPS systems. Smartphones were 25 percent of Q3 2009 U.S. mobile devices sold according to Nielsen. In 2009, 21 percent of U.S. households only had cellphones, but no landline based on Nielsen tracking. This means consumers must be able to read your content and complete transactions on their device of choice.

Consumers are more security and privacy conscious. With increased public concern following the underpants bomber and the healthcare debate, Americans are more focused on personal security and protecting their privacy. This will translate to challenges for behavioral tracking and targeting used by publishers, advertisers, and retailers.

As President Obama has shown us, while the future will always present unexpected events, it’s critical to stay focused on your main goals. To this end, listen to your customers and react proactively and quickly to unforeseen developments.

By Heidi Cohen