Business growth in 2010 - predictions and resolutions
Google's dominance - is it healthy?
As we predicted last year we saw the loss of Googles Best Practice Funding (BPF) - that took out the agencies that relied on cash kick backs. Staying are passionate, concerned, focussed and capable agencies that know how to deliver value across a range of digital media.
Google offers advertisers even more free tools to optimise campaigns. Most advertisers have difficulty managing just one. The technology encourages clients to spend more money unnecessarily. Smart companies will increase Return On Investment - ROI, by finding routes to market away from Google.
When people like Martin Sorrell of WPP refers to Google as his "frenemy" it sounds a warning bell to those that rely too much on the dominance Google. It would seem that Google has become a company that has lost its way from its founding principals. It is as cash focused as any other accounting led company. If you write to the directors of the company don't be surprised not to receive a response or acknowledgement.
Nevertheless, the dominance of Google continues contrary to common sense. We can expect increasing dominance in areas that include mobile, in the shape of its Android mobile operating system. In email it continues to grow. It is currently heavily promoting its new browser Chrome. All in all, we can expect to see a lot more of Google in 2010.
Social Media
Social Media represents one of those areas that is often recognised as an alternative to Google advertising. Even though that is not what it is. The backbone of Social Media remains trust, last year we learnt how to measure it, this year we know what it means and in 2010 we will have even more experience of applying it. Probably across Google networks.
In 2009 we saw how advertisers combined pay per click with search engine optimisation, EMail, Video, Mobile and Social Media - we call this phenominon Cross Media Optimisation.
Cross Media Optimisation
In 2010 Cross Media Optimisation will take on more prominence as clients realise that there are ways to make their budgets go further. For years now our clients have witnessed significant uplifts of greater than 40% so it is clear that this will become an ongoing trend.
Weboptimiser Resolution for 2010
We will continue to create and introduce new techniques and technologies that enable web sites to perform better. We already introduce little known and new traffic sources, this focus will continue throughout the year.
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