3 Marketing Optimization Predictions for 2008

In case you missed it, Maxamine and Memetrics (a multivariate testing vendor) were purchased by Accenture. That got me thinking about the possible trends we’ll see in 2008.

Here are my predictions for the year in marketing optimization:

#1 - Testing is Hot, Hot, Hot! - Even though most advertisers still have a lot to do in paid search before the click, optimizing after the click will be the sexy media darling.

With analytics thought leaders pushing testing and Google marketing its free Website Optimizer tool, more people will test the optimization waters.

My prediction is that we’ll move into the early majority phase of site optimization. Those who haven’t tested will start with landing pages, a/b testers will move onto multivariate testing and experienced MVT practitioners will continue to boost results.

#2 - Customers Talk, Investors Listen - Voice of the Customer (VOC) doesn’t get the same play as more traditional web analytics (clickstream) or the aforementioned testing.

While hard numbers are great, there is no substitute for the actual, raw opinion of your customer. The space already has a variety of players like ForeSee, Opinion Lab, and even the most basic tool SurveyMonkey.

Beyond the obvious survey providers, BazaarVoice is leading the charge in integrating VOC into the ecommerce experience.

I predict one of these vendors will get purchased in 2008. Omniture, are you listening?

#3 - Good Help Is Hard to Find

Economic worries be damned, online is still growing and will continue to do so. Relative to other media, it’s still more targeted and cost efficient. More to the point, it’s simply where customers are migrating.

As more money flows online to chase the customers, competition is going to heat up. Spending more efficiently will be come the competitive advantage (see #1).

My prediction is that companies will seek to shore up those advantages with better and more specialized talent–web analysts, SEOs, and community managers to name a few.

Those without the need for a dedicated person will seek smart partners to boost results. Specialists looking to get hired will still have all of the advantages of a buyer’s market.

What are your 2008 predictions?

Photo credit - Minifig

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