1. As highlighted by OurSocialTimes – Social Media Monitoring will go niche, in a big way, in 2010 - the first few entrants already emerged – and it’s just the tip of the iceberg. I wrote about one of them in a post titled stories I didn’t write about, yet …, a monitoring tool for pharma was released in Nov 09, called ScanBuzz - the first platform for life sciences companies that monitors online mentions of their brands and products in the social networking arena.
Another entrant I just became aware of today, HotGrinds, a monitoring platform built around the hotel and pharma verticals – I’ll do a post on HotGrinds soon, I expect many Social Media Monitoring platforms to specialize because the sentiment and textual analysis is fairly poor now, but improves quite a bit when it’s focused on one area or vertical.
2. Marketers fall out of love with Search Engine Optimization – Robert Scoble may be on to something with his post 2010: the year SEO isn’t important anymore – Scoble cites 2 big reason for the change of heart
a) Search Engines figured out what’s important and are bypassing deliberately optimized pages.
b) Search Engines have collected so much information about us, in aggregate, and individually, they will show the pages they think we’re interested in, and not so much, the pages that have been deliberately optimized for search ranking. When factoring in personalized search now defaults to everyone, even when your not logged into Google – Conversation Marketing has a good post spelling out what Google now knows.
3) As predicted by Alterian – I fully agree -in 2010, data analysts will become hot property for marketing departments – and, according to Philip Sheldrake, I ought be smiling. Let me put it another way …. “I am smiling“. Hopefully, I’ll be smiling even more in 2010 … we’ll see.
” … Introducing analytics, or better analytics means empowering marketing with intelligence about their customers and prospects, so they can more rapidly, and more accurately, identify the hidden value in their customer and prospect databases.”
Your seeing the beginnings of it now in Public Relations – analysts like me are working for PR firms – Public Relations is itself, transforming, and in some cases, encompassing marketing, advertising and social media, but someone has to put metrics around all of that – and it turns out – it’s someone, kinda, like me. Or someone that likes to slice data – do regressive analysis, and turn that into business analysis. ..whatever.
While it’s true that someone who goes into data analytics is going to have a harder time fitting into what PR is, today (many of the best data analysts have a little bit of asperger’s) ….. it’s also true, PR needs people like me, more and more, to prove what they’re doing is successful, because clients are demanding it – and will demand it even more in 2010. The main problems with the mix are
a) putting data analytics findings in common sense terminology the rest of the team can understand
b) mapping activity processes into business processes and goals via measurement methodologies.
It won’t always be a match made in heaven, though PR and Marketing need people like me – and they’re going to need them a lot, lot more in 2010 and onward.
read more@ smt
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