2011 has been a huge year of changes and innovations in online marketing and the online space in general.  If you have found it difficult or overwhelming to keep up with everything during the year, then take a little time in early 2012 to catch up on a few important changes.

It is difficult and debateable to distil things down to four points and there are of course many others including rafts of social media topics and points.  But for a small or medium sized business owner or marketing manager its a good idea to be abreast of the following:

1 Google Analytics Updates.  Google has made many changes this year from updating Google+ to cutting other Google services.  A key one has been to change the interface and tools in Google Analytics.  If you track performance of your website then you need to take time to familiarise yourself with the new Google Analytics which are mandatory from January 12th.  Like all other changes its just a matter of using it to learn it and also using the free help information provided by Google.  There are a few bugs which Google is ironing out and they promise that a number of new features will be useful for all of us.

2 Video Marketing.  Video content is growing exponentially on the web.  It makes sense when you think that people would often rather watch content than read it.  If you haven’t already you need to take time to learn about Youtube and video marketing in general.  The easiest way is to search online to see what competitors or related industries are doing on Youtube.  There are also many instructional videos on Youtube the topic of video marketing.  Start thinking about what your audiences want from you, whether its instructional videos, customer endorsements, product demonstrations or entertainment.  There are many options available for producing video content from doing it yourself with a digital camera and free software (such as Apple iMovie of Windows MovieMaker) to employing a video production specialist.  Video published correctly can also help with the search engine marketing of your website.

3 Reviews.  Independent reviews no matter what the industry have become a huge factor in the pre-purchase decision-making process.  Google talks about it in the new publication Zero Moments of Truth.  People may even be reviewing your company or products and services without you knowing about it.  Search for review websites and comments by adding your industry or products and the word reviews into Google.  Develop a process to regularly monitor any websites or forums where you may be mentioned and use Google Alerts as a backup as well.  Respond to negative reviews quickly and professionally and encourage your customers to post positive reviews by sending them links to the relevant sites.

4 Mobile Technology.  Portable devices such as tablets and smartphones are the way of the future.  More and more people are connecting while travelling and while watching tv at home.  The connection between traditional advertising stimulus and digital has moved alot closer and companies with websites need to keep up.  In the new year talk to your website developer about mobile websites and also QR codes.  Mobile websites are designed to be easily used on a much smaller screen and give information and features that may be of use to customers who are out and about with their phone or tablet.  QR codes are like a bar code that users can scan using their phone to get special information or offers.  You can of course learn more simply by Googling ‘QR codes’ and ‘mobile websites’ and looking for case studies and examples of other companies that are using them successfully.

2012 will no doubt bring more change and many new ideas, but if you can be more aware of the four topics above you’ll have a good knowledge base to build on.