I’ve known guest blogger Dan Janal, an expert in Public Relations (PR), for over 10 years from the National Speakers’ Association and the online marketing world. I think you’ll find his 2012 predictions quite interesting.
I’ve added my perspective on his predictions as the first comment. Why not add your opinion as well!
I’ve been correctly predicting Internet marketing trends since 1994 when I wrote one of the first books on Internet Marketing. I’ve been right before so there’s no reason to think I won’t be right again. You can bet the farm on most of these trends and get even money on the others.
1. Mobile marketing will take off in ways you never imagined.
2. People will be saying, “Visit my app,” in addition to – or instead of – “Visit my website.” The app will be the brochure, website and starting point of interactivity.
3. Small businesses on Main Street will have apps that provide basic info and coupons – even if they don’t have a website.
4. Doctors, dentists and other appointment-based businesses will rely on text messages and other mobile communications to confirm appointments so they don’t lose money on no shows.
5. Your prospects will think all types of written or spoken intellectual property – ezines, books, articles, webinars, teleseminars – ought to be free.
6. You will think that all information ought to be free – except your information, of course.
7. It will be harder and harder to convince people to pay for intellectual property that is available online. They will pay for customized services specifically for them. Start planning your services menu accordingly.
8. Entrepreneurs will finally heed Michael Gerber’s mantra to work on the business, not in the business. But they will take action by HIRING outside professionals who can do the work for them instead of waiting to do the work themselves. Productivity and profits will increase while procrastination will decrease.
9. This phrase will be on everyone’s lips and t-shirts: “If you get something for free, then you aren’t the customer. You are the product.” I didn’t make this up. I wish I did. Think about it. We aren’t Google’s customer, or Facebook’s customer. We are the products they are selling to advertisers. I don’t know about you, but I don’t like being considered an “eyeballs.”
10. Spam will invade social media sites in overt and covert ways, making visits to those sites less enjoyable.
11. There will be more people showing you how to sell speaking services than there will be companies who can hire speakers. Okay, that one was low.
What are your predictions?
Dan Janal helps small businesses get publicity so they can sell more products. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to PRLeadsPlus or call me at 952-380-1554.
Thanks, Dan, for some really thoughtful ideas. While I agree with most of them, there are a few things I want to add.
Items 1-4 – I totally agree! We’ve only seen the tip of the iceberg in terms of mobile apps and marketing. As our phones have gotten smarter and tablets have hit the market there is less reliability on the computer – and less tolerance for sitting in front of it. (Should help the health and weight issues as get out and move more!)
Items 5-7 – While I agree there is a segment of the population who thinks everything should be free, I believe that the people I enjoy working with understand the value of intellectual property and are willing to pay for it. I know I am!
I do agree, however, that the difficulty comes when short-sighted marketers are giving away things that you are selling. Generally they have not been in business long enough to recognize the value of providing well-organized, well-explained information. Upon further review, people will almost always see the value of GOOD information – as opposed to most of the free information.
#8 – Yeah! I’ve been preaching the value of outsourcing and hiring good help for years. So glad everyone agrees with me this year. 🙂
#9 – This is certainly an interesting perspective. Never thought of it that way before, but I believe you’re right. And I agree – none of like to think of ourselves as “eyeballs” – so another caution on the “free” stuff.
#10 & 11 – Both true.
And I’d add one other prediction – We have to reach out more to people this year. While we saw this with social media last year, it will be even more important this year. No more waiting for people to “find” you – you need to go out and find them!
So…what do YOU think, dear Readers? Add your comments below.
Jeanette
This is a great post even if it’s kind of discouraging. I already run into the “everything should be free” with my market (metaphysics) but do not feel obligated to “give in” to them.
I already have problems with facebook intrusion and identity theft so I hope it becomes less pleasant for people to use. Maybe then Facebook folks would be more responsive and you’d actually be able to get a human being to help.
I think it would be good for medical folks to use text messaging and emails more. There are obviously certain HIPAA and privacy issues at stake here but I would love to see the technology used more.
Thanks again for this great insight into what’s coming from both of your perspectives.
Terrie
Stick to your guns, Terrie. Those of us who offer quality information should not feel obligated to give it away, regardless of others who don’t value our work ethic.
I agree – I’ve already run into the theft of your Facebook account! That is really scary – particularly that you can’t get Facebook to respond to the issue.
Interesting that you mention medical personnel using text & emails more – I always think of medicine as using cutting edge tools. But you’re on the inside Dr. Wurzbacher, so you should know!
Thanks for adding your two cents.
Thanks Jeanette for posting this.
It’s a very interesting and informative list of predictions that points out two main things for me: 1) Just when I thought I had a handle on things – it all changes(‘course that’s not a new thought just a reminder) and 2) I need to be outsourcing and automating more.
I agree wholeheartedly with your additional prediction too – Cultivate relationships and you’ll GROW your business!
Always Keep Smiling!
Debbie
Debbie, you’re right. We’d like to be complacent and comfortable, but I think those days are gone. The only thing we can count on is change.
Do not agree that the public will want things for free. The Internet has been going strong for at least 18 years and now we have more knowledge available online.
This leads to information overload so our customers will be looking for someone who can combine the information into a form that makes it EZ for them to digest. And when they do, they’ll willingly pay for it.
Key here is relationship, honesty and outstanding content for building a sustainable business.
I agree, Judith, that our job as experts is to filter through the overwhelming amount of information and boil it down for efficiency for those who pay for our expertise. Yes, relationships, honesty and great content create a sustainable business.
I agree with Judith.
If you give away everything on your webiste for free, your customers will expect that. If you have some free items as well as paid ones, that is what your customers will expect.
I don’t know if I would “bet the farm” on his list. But I’m afraid many will ring true!
I agree. Not sure I’ll bet the farm on the list, but some good food for thought. And I agree with you, Carol, that customers begin to expect what you provide. Essentially we attract and reinforce the types of customers and relationships we want. So decide who you want to work with, then build your business accordingly.
Hi Jeanette — thanks for posting this list and your comments.
I’m taking away that getting into the mobile apps is a must-do for 2012, and I agree with Dan, you, and Debbie that outsourcing makes sense so we (really I!) stop procrastinating or struggling with doing everything so we can focus on the things we do best to provide value.
A couple more points I’d like to add:
First, I think the “free information” trend and expectation will continue as you and Dan project… yet at some point, and it may be in 2012, more people will realize that “free” too often means they get disorganized, long-winded, time-wasting delivery, and they will choose to pay for succinct, on-target, relevant information from people who take the time and care to “publish” thoughtfully. That’s where the “good” intellectual property you mention comes in.
The “mainstream media” and “traditional publishing” worlds have been struggling with the freebie information movement for a while, and I believe they, and all other information-providers, will make money only by providing edited, organized, timely, and useful (or at least interesting) content.
So there is a market for important, serious, paid information in many areas — the trick is to find the people who value clarity and convenience and time more than “free” prices.
Second, I’m thinking and I’m going to predict, that more business and professional people are going to turn away from using Facebook for business purposes, and use it to connect and communicate with real friends/family/social connections. They’ll use more targeted social media for building their professional reputations and getting known.
Yes, the biggest players will continue to (pay other people to) post on twitter, FB, etc. multiple times a day, but the rest of the world will realize that most people don’t really care very much about new hair cuts, vacation plans, where other people are at any given moment, or even their latest business successes — it’s all nice, but it doesn’t pay the bills or improve health or instigate creative breakthroughs.
We’ve “been there, done that” and enjoyed hearing about lots of people’s lives and businesses — now it’s time to focus on what is really good, true, and beautiful, as the poets say, and what inspires, educates, heals, and creates a little closer to home.
That’s my new year’s theory — or perhaps it’s my 2012 wish! Let me know if you think I’m blind-sided by my own preferences!
Nice predictions, Marcy. I agree that people pay for well-delivered, efficient materials – what I can byte-sized learning. So those of us who continue to provide that type of learning will continue to have customers.
And I love your prediction about Facebook! I’m not a fan and have never gotten used to sharing my personal information in that venue, so I’m relieved and hopeful that you’re right.
Keep up those great thoughts!
Great, Jeanette, now there are two of us standing together on the “Facebook Skeptics” cliff… Well, time will tell whether that prediction (hope) will come true, and we’ll see about the other ones as well. It’s going to be interesting!
I am only going to address the “ought to be free” issue here, so if you are looking at other predictions, please go elsewhere.
I’ve heard this before, altways from the small percentage of crooks and looters who want everything and to pay nothing for it. Folks, this is small percentage of crazies but they have huge mouths. You can easily think they are everyone.
But I ask you – what impulse guides the activities of the decent and honest? It is this and always will be: namely to pay for something useful. Now no person is perfect, thus there is always some impulse to get “something for nothing” in each. “Predictions” like these further that impulse and get those of us who produce valuable products (I’m a composer and a writer, for example) to offer stuff for free. Bad idea. We will produce sales to two, and only two, types of person:
1. Criminals thieves, and
2. Normal people who have given in to their criminal sides.
If you want that, then go for it.
I would, however, remind you that if I and others cannot make a living at creating stuff, we will quit and then where will you be? Try stealing nothing at all! NO music, no ebooks, no nothing.
I agree, Dan. I think the danger of the “freebie-seekers” is that they talk a lot. So even when you are totally justified in asking for a reasonable payment, if it’s not free they will spread bad press about you. That’s the biggest negative when you’re in business for yourself.
But I also think part of the theft online goes to a lack of education. I spent 10 years as the intellectual property officer at our college. And in that time, most violations I found were caused from a lack of understanding of what was “free.” For example, many people assume that if they find an image through a Google image search then they can use it. Not so! Likewise, people assume they can use a popular song in their video on YouTube because they’re not charging for the video. Not so! My assumption and what I teach my students is – assume it is NOT free, unless you have a license to use it.
So there are many of out here who make our living from our creative efforts – and we’re teaching others as fast as we can! Keep up your wonderful work.
Automated appointment reminders are going to be big, not on just in the medical arena, but for every business that wants to keep a full booking. I am sitting here with a numb mouth and lip, just got back from a double crown appointment. Last night got my call to remind me of my appointment, it was a News Years holiday, asked her if she was calling from the office, said no from her home… talk about a perfect setup for mobile services:
First it will be easy to get clients cell# you need it to make the appointment right!.
send text reminder ask them to confirm
they confirm end of story
they say can’t make it, you send text saying call to reschedule, or to never darken your doorstep again
You only need to call the unconfirmed, what a workload reduction for staff
Dale
Sorry about your crowns, but it’s a great illustration of the appropriate use of technology. I think it will go even further. We’re already seeing the capability of reminding people via text of webinars, for example. It’s all part of the meshing of our technology. I just watched a webinar on my ipad, which now means I no longer need to be in front of the computer to “attend” a webinar. So I could receive a text reminder on my phone, tune in on my ipad and buy right there. We are location-free. Frankly, I like it!
And like your dentist we’ll see a lot more offices going to reminders via text, since it’s the technology most of us check. Now if only I can remember to take my cell phone with me…:-)