By adopting integrated social media marketing strategies you will generate new consumer insights. Customers will continue to increase their time spent online and they need to be reached where they prefer to be reached at the time they want to be reached. Here are 3 web marketing trends to consider: 1) Blend Online With Offline Campaigns There are two parts to this trend. First is the optimization of web sites, specifically efforts in blogs, social media, search engine optimization and email. Second is the strategic usage of those web properties within an overall campaign that may or may not include offline media (i.e. direct mail, catalogs, print ads, TV, radio etc.). Benefits to consider: Both online and offline campaigns have similar concepts in reaching target audience with different processes so define your desired outcome first. More touch points (frequency) to reach target audience throughout the buying/researching process Lowers marketing costs by shifting campaigns online from offline Faster time-to-benefit Find out more about your customers via two way conversation online More strategic options with online campaigns (i.e. brand awareness campaign, call-to-action campaign, lead-generation campaign) Target new customer base across multiple demographic, wider reach. Ideas for action: Consumer brands Build and drive traffic to your own communities, identify and communicate directly with your fans to help close the sales with promotions or rewards. This is a popular approach to get opt-ins and many consumers actually look for these value-added deals. Own the relationship with your network of customers, focus on supporting the needs of the community as a priority before promoting your offerings. B2B brands Leverage content marketing strategy to drive sales leads from search engine ads, email campaigns, social media communities, affiliate blogs or offline media to a highly targeted micro-site for prospects to opt-in for free resources (i.e. whitepaper, reports and presentations). The goal is to pre-qualify leads that can filter through the sales cycle to improve the probability to convert the sales efficiently. 2. New Measuring Matrix: Hybrid Measurement Unlike traditional forms of gathering consumer insight, online tools are often cheaper, based on much larger sample sizes, and are quicker to deliver results. For the past few years the value of search engine marketing (SEM) are measured largely by ad impressions, page views and click through rates. However, as internet users are more willing to input additional data online, companies are now looking to measure key metrics of engagement on a one to one level. It will continue to be challenging for marketers to abstract reliable data as social media adds another pile of data to the media measurement mix. Benefits to consider: Provides more realistic feedback that extends the meaning of web analytics Rich information aggregation from...