DMNews' 2010 outlook

Among the trends we expect to accelerate in 2010 is the use of online data for targeting and optimization. Most of this data is site-originated, like registration data, e-mail data, clickstream data and conversion data.

2010 may finally be the year promises are kept. For years, we have been promised mainstream mobile marketing, addressable TV ads and social media ROI. This year just might be the year that the dreams become reality.

Direct mail experts predict direct mail usage will increase in 2010, but that mail volumes are not likely to reach levels last seen just a few years ago. With the economy still at the top of the priority list, green marketing concerns about paper use and energy for delivery will continue to play second fiddle, at least until the economy recovers.

Banner ads and ad networks have been around since the dawn of Internet advertising, but thanks to better targeting and the ability to incorporate rich media directly into a banner, the channel is poised for a rebirth in 2010.

As CRM and loyalty programs become increasingly digitized, experts expect big changes. Marketers will focus less on traditional coupons, loyalty cards and e-mail, and put greater emphasis on social and mobile initiatives.

The printing and production channel has changed dramatically, most notably in the move to digital printing. Jan Riecher, VP and general manager of HP's Graphics Solutions Business in the Americas, says, "As the analog-to-digital print transformation gains momentum ... marketing agencies are adopting new digital printing applications such as variable-data collateral and signage to create more targeted, effective campaigns."

In 2009, the recession drove marketers to e-mail because of its cost efficiency and targeting capabilities. This year, expect growth to continue, along with additional investment and sophistication. E-mail will emerge from the digital marketing department corner and capture the attention of marketing executives and CMOs.

The old joke in marketing circles is that mobile marketing is always three years away from taking off, but experts agree that 2010 may well be the year that the channel will see significant growth and investment.

Successful marketers are adding improved targeting to their e-commerce Web sites, making them more than just transactional. An e-commerce site is now an integral part of brand identity and influences online and offline customer behavior. However, better targeting comes at a price.

The list industry was hit heavily in 2009 when marketers reduced direct mail campaigns and mail volumes. This meant fewer were renting mailing lists. However, executives expect a turnaround for direct mail and the troubled postal list sector this year.

"As seen on TV" products have appeared at retail for years, but many products still use television as the main sales driver. DRTV experts expect this to change, as both retailers and manufacturers find success selling them in stores.

In 2009, marketers experimented with social media marketing. This year, the channel will grown in sophistication and become more closely aligned with strategy.

Expect to see search marketers increase personalization efforts this year. "Personalization of search results is the next thing," says Danny Sullivan, editor-in-chief of Searchengineland.com. Google and Microsoft both launched their own versions of personalized results in December.