MIMA Summit Recap: 10 Industry Trends from Google

Google’s Jim Lecinski closed the MIMA Summit with an excellent session on the 10 Trends Shaping the Digital Landscape.

#1 Be always on
Since your consumer can be online 24/7, so should you.

#2 Be ready online for what’s happening offline
Offline is driving online searches so you need to anticipate the type of information that your prospect is going to be looking for. Today, when consumers want information, they go online.

#3 Don’t build it and hope they come
Think about how people will get to your web site and the types of promotions you can leverage.

#4 Don’t discount niche sites for advertising
People’s favorite sites tend to be niche sites. For example, a site like seatguru.com tells you about any seat on a given airplane. Due to the nature of niche sites, the deeper you go in the site, the more engaged the user.

#5 Make video the centerpiece of your online strategy
YouTube is the 8th largest site on the Internet. Enough said.

#6 Give the consumer the opportunity to choose you
In addition to effective search engine marketing, make sure your content is available via RSS so that your consumers can keep coming back to your site when they want to.

#7 Tap into the “Wisdom of the Crowds”
User-generated content is becoming more and more prevalent. Invite users to submit content in a creative way. For example, Mastercard’s “Priceless” campaign asked users to submit their “priceless” moments online.

#8 Be where consumers are at the moment of relevance
Leverage computer and contextual targeting tools to automatically place your ad at the moment of most relevance for your consumer.

#9 Keep an eye on how computer architecture is changing
Once upon a time, data was stored on computer hard drives and floppy disks. Nowadays, there is a tendency to email files to yourself to store them in that “cloud” that lives somewhere on the Web. Photo sites such as Picasa are taking advantage of this trend.

#10 Digital is no longer a sideshow
There were over 600 attendees at this year’s MIMA Summit. Digital is definitely not a sideshow.

Jim Lecinski is a Director for Google, leading the advertising business for Google’s Midwest clients and media agency partners.

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This entry was posted by Lee Odden on Tuesday, October 9th, 2007 at 1:00 pm and is filed under Interactive Marketing, Advertising, Best Practices, MIMA Summit.
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