I’ve been doing a lot of thinking about marketing and online advertising. More specifically I’ve been thinking about, and trying to see ahead, the direction that advertising will take in the coming new year.

I do this throughout the year on a regular basis. I take some time each year to evaluate my own plans for my websites (which I never get to because I’m too busy helping other succeed in their online advertising) and those of my current clients. I don’t just do this near the end of the year, but on a roughly bi-monthly basis.

However, this isn’t about my marketing plans for the coming year so much as what I see will happen in online marketing in 2009 and beyond.

You have probably started to notice that the world of online advertising isn’t something that stands still but rather is always changing. New techniques, strategies, and marketing venues are popping up all the time and, yeah the old school stuff is still great, but the new stuff is always bright and shiny.

Online marketing is going to get a little scary.

Online advertising is going to really start stretching people in the coming new year. People are going to have to start learning some of the new technological and social advances that have come along in the previous year, or year and a half. Things like social media, video production, mobile optimization, search engine changes, and other things are going to get a lot more advanced and specialized. It’s going to get scary.

Online video will be the benchmark for success.

It started a little bit in ‘07 and started to rapidly climb in use in ‘08. I only see the use of video becoming more important in 2009.

Video is a way for people to put an image to a brand. It’s more than just a logo. It’s real, personal, moving, and can create buzz incredibly fast.

And there isn’t any excuse not to get started with video anymore. Developers have made it very easy to create, edit, and upload videos. And you can do it without spending a whole lot of money. The biggest, and really only, expense would be the video camera. But, chances are you already own one. If not, you can pick up the ultra hip flip camera for $150. After that you can use software that comes with it, or windows movie maker (or whatever mac users have), and upload the thing to YouTube.

Video can be used for anything from landing pages, blog posts, special exclusive content, or even pre-prepared series. It’s a great medium which I still see as greatly underused.

I’ve made my own pledge to myself that I will begin using video for marketing and building buzz virally.

Social Media will be the main marketing emphasis.

This past year, social networking websites have taken online marketing to a whole new level. You can expect a lot more of it in the coming new year.

The last couple of months, I have been telling all my clients, before they do any kind of other marketing, to get socially connected. Start accounts on the main networks first then, once comfortable, branch out from there.

Uniqueness and creativity will rise to the top.

The last thing I see is the developing trend towards people being themselves and showing their uniqueness instead of their mindless automation. That probably has a lot to do with social media marketing and the necessity to be real in that setting. People like people who are unique and allow their own creativity to be shown instead of that of someone else.

For example, I deal with a lot of people involved with network marketing opportunities. In doing so, one of the things I am always telling them is to be themselves; set up their own website or blog, create their own marketing materials, videos, and autoresponder series and build their brand. The response is much better and they are building a stronger web presence for themselves instead of the company they are affiliated with.

Marketing in 2009… pull your seatbelts tight and hang on!

I’m excited about the possibilities for the coming year. I am working on some amazing advertising campaigns (if I do say so myself) that is going to rely heavily on these factors as well as some of the things we are already familiar with.

Are you ready for the new year? Are you ready for some of the changes that are going to take place? Are you now getting yourself familiar with videos, social networking, and your own creativity?

What do you think is going to take place next year? What are you learning or advising others to do? Let us know in the comments section.

Ever played darts?

I’m sure that most people have picked up a dart and thrown it at a board hanging on a wall a few feet away. The purpose of such a thing? To hit the bullseye. Or in my son’s terminology, “the red spot in the middle.”

I like darts. I don’t think I could sit through a tournament or anything but I don’t mind playing every once in awhile. I even think I’m halfway decent at it. Online marketing should never be like darts.

Online advertising is all about your audience and hitting the center of that bullseye

In one game of darts there are several other numbers you must hit first before actually zeroing on the bullseye. If you hit it before hand, that’s good, but most people save it for last. Your online marketing strategy must not be concerned about the other “numbers” but always be looking at the center of the bullseye.

The people you are putting your marketing materials in front of is your target. These are the ones that you are spending money to attract to your website. Make sure they are the right ones.

Going Broad

One “targeting” strategy is to go broad with your advertising. More like a shotgun blast. I see no problem with this as long as your niche has a broad audience. The problem lies in where you define the boundaries of your audience.

I do, however, see the use in having a broad target for your marketing strategy. Your name is promoted to a greater number of people. This is both good and bad. Good because more people see you. Bad because a lot of those people could probably care less and you’re just throwing your advertising budget out the door.

In your broad marketing strategy I believe it is best to keep it still within a defined bullseye. More specifically your overall niche.

Going Narrow

There were times when I would wish strongly that the bullseye was a little bit bigger. I would repeatedly throw the dart only to miss by a fraction. Sometimes bouncing off the metal rim guarding it.
I had to develop patience and train myself to know, more to the point feel, where the bullseye was. No, I’m not talking about the force or any other cosmic entity. I’m talking about seeing the bullseye a little bit bigger than it really is.

It is talked alot about targeting your audience and having a very narrowly defined niche for the most effective advertising. And it’s right. You must be narrow in your advertising. How?

Once you’ve defined your broader target, begin to see the smaller niche. For example, I recently wrote some ads for a network marketing affiliate. The obvious, broader target is people looking to work at home. And I would definitely advertise to that broad market.

But, the real success is in the more narrow audience. The opportunity was for a company that sells training materials for people who are already network marketers. Now I have a more defined target. I’m not just going to close my eyes and hope for the best. I am going to see the target much clearer now and advertise to people who are already involved in marketing.

Is that narrow enough?

The opportunity also had another level of “uniqueness”. It required about five hours a week of time from each person. That’s something you don’t want to overlook. A time requirement is big for people who are already strapped for time.

Now I’m not only looking for people wanting to work at home, or people already involved in network marketing, but people who are willing to give up some time to purchase this product.

More defined. A lot more narrow market.

It is here where you will see the most success.