What Will These IM Trends Mean for Your Business?

If you were to ask me where I see this industry 10 years down the road, I’d have to say that I have no idea. It’s impossible for anyone to predict the future of internet marketing (IM). We can’t even predict what the industry will look like two years from now, let alone 10. Like anything else that’s tied to technology, online marketing is constantly changing.

Take Facebook, for example. At one point, the social networking site was just an idea that some university student had in his Harvard dorm room. Just a little idea. And we have no way of knowing if, right now, somewhere in the world, there’s a 15-year-old kid who’s working on the next big thing that’s going to completely change the landscape of the internet.

The underlying principles of marketing may never change, but the tactics are always changing. And because we never know what’s coming, marketers have to be quick to adapt.

Now, while I can’t predict the future of this business, there are some general trends that I think will come to pass over the next 10 years.

For example, if we’re talking about the internet marketing niche, where we’re selling internet marketing training, I think we’re going to see a shift towards much greater transparency, at least among the more successful marketers.

 

Transparency

Just think back to the early 2000s, when some marketers were doing business online in ways they could never get away with today because people would see right through it. In 2016, you’ve got to be a lot more transparent if you expect people to buy from you.

So what do I mean by “transparent?” Well, part of it has to do with standing behind your product. Think of how video is being used more and more in marketing these days; it’s a completely different marketplace than it was just three or four years ago.

In my own marketing, I use a lot more video now. Not just because it converts, but for why it converts—prospects and customers are a lot more sophisticated than they used to be. The marketers they’re rewarding are the ones who are a lot more transparent and trustworthy with their marketing. We don’t even hear about a lot of the big name marketers from just five years ago. They’re gone now.

Multi-Channel Marketing

I think we’re also going to see that the most successful businesses, the ones that end up dominating the online space, will be the businesses that best engage multi-channel marketing.

By multi-channel marketing I mean having—and using—the ability to interact with prospective customers across various channels. Email, for example, would be one channel. Email is still pretty important when it comes to online marketing, but it’s a lot less responsive than it was five years ago, and it’s going to continue to move in that direction.

So, if you’re building your business in a way that’s 100% dependent on email marketing, then you are building a business on a very shaky foundation.

As Dan Kennedy says, “The most dangerous number in business is one.” You don’t ever want to be dependent on just one channel.

That’s why MOBE has been increasing its use of multiple channels lately. We do email marketing, but we’re starting to use a lot more direct mail and webinars. Of course, we’ve always been strong on phone sales and live events, too. I’m all over YouTube, as well.

My point is, MOBE is using lots of channels in its marketing because the more directions that you can come at your prospects from, the more likely you are to engage them, grab their attention and form a relationship with them. And that’s how sales get made. Lots of different channels cultivating the relationship between you and your prospects and customers.

Marketers who excel at multi-channel marketing are going to prosper. The ones who don’t are going to die out because the cost of traffic is going to go up over the next 10 years.

Consolidation

Remember, internet marketing is still a pretty new industry. When industries start off and there’s a lot of money to be made, lots of businesses pile into that market. In the early 1900s in the U.S., for example, there were thousands of car companies. Today, you’d probably have a hard time naming 10.

What happened to all of the others? They died out because the businesses that were most efficient at extracting money from the market, in the form of sales generated through their paid media campaigns, went on to become the biggest, strongest, and most profitable businesses.

The same thing is happening in the internet marketing industry, as we’ve seen from all the small players who’ve died out over the past 10 years.

Meanwhile, businesses like MOBE have done very well, at least over the past three years.

You’re going to find that the businesses that have the most efficient selling processes and do the best job with their clients will claim a larger portion of the market. They’ll push out the smaller players. It’s just the way industries evolve.

In the IM space, the businesses that are most efficient at converting traffic into money will take a bigger share of the market place. That’s why it’s so important for you to get good at marketing and to make sure that whenever you do paid media campaigns, you get the highest return on investment you can. The future of your business depends on it.

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