Typical is never truly typical as it changes as people, countries, and the world continues to evolve. In fact, change is accelerating faster than it ever has before.

As usual, I learned a ton from the other speakers:
Kimberly Barta, VP of Marketing, Dr. Martens Shoes
Dayn Wilberding, Dir of Technology, Grady Britton
Kent Lewis, President, Anvil Media

Enjoy this eROI presentation!

I also included a few of my tweets below as well:
@kentjlewis nice. “remember your marketing budget is unlimited” 11:41 AM Jan 28th from Tweetie

Top paid placement is based on Quality Score, not just on highest price. 11:32 AM Jan 28th from Tweetie

Google updates to add report a problem link, “near me now” link – using augmented reality 11:27 AM Jan 28th from Tweetie

Google maps. Create a dedicated page on maps. Sentiment analysis help sort reviews. 11:25 AM Jan 28th from Tweetie

Google onebox: local business. Manage coupons, reviews 11:23 AM Jan 28th from Tweetie

Customer reviews have a big impact on local search 11:19 AM Jan 28th from Tweetie

@kentjlewis speaking about local search #forge. Entertaining as always. 11:16 AM Jan 28th from Tweetie

@dayn great personal local example of discount tire giving him a rebate after the fact through Twitter conversation 9:51 AM Jan 28th from Tweetie

Intel has a good set of social media rules. Check em out 9:38 AM Jan 28th from Tweetie

2010 will be the year of consumers switching over from evite to facebook events 9:31 AM Jan 28th from Tweetie

Not hiring a blogger. Hiring a head of consumer conversations. 8:40 AM Jan 28th from Tweetie

Doc martens Kimberly says invest in engaging content #forge. It still is all about the idea, but the requirements are much higher 8:38 AM Jan 28th from Tweetie

Key is focusing on a few marketing channels of disproportionate influence. For doc martens, it’s product seeding to influencers 8:33 AM Jan 28th from Tweetie

While you may still have the title as Email Marketing Manager, you are likely expected to have some expertise and drive inbound marketing, marketing automation programs, coordinate integration with social media and potentially be the online community manager for your company, closely tie into your search engine marketing program, and all of this is on top of the strategy and implementation of your marketing plan for the year.  It’s exhausting and the pressure is on – 2010 is about action and results – and the tension between marketing and sales is going to increase with the demand for quality leads that convert into real sales.

So, let’s cut to the chase and dig into what will happen in 2010.  Here are my 11 Web + Email Marketing Predictions:

1. Email, Search, AND Social (the 3rd staple of online marketing)
In an online marketing survey study that we did with eM+C in December’09 on 2009 trends (which will be published in mid-January 2010), we asked online marketers which online marketing channels they used.  By far, email, search, and social were clearly the 3 most used channels.  Within the social media channel, Twitter, Facebook, and Blogs were the areas that marketers spend the most time and energy into building.  This trend will only increase in 2010 to the point where Email Marketing and Search Marketing will be joined by Social Marketing as the 3 pillars that make up the backbone of online marketing.

2. Location, Geo-Based Apps
Mobile, mobile, mobile. Yes, mobile has reached critical mass. Marketers have noticed. At eROI, we’re being asked to launch mobile-friendly websites and for our client’s primary site, integrate feeds for location-based social media tools.  Additionally, there are several apps that take advantage of broadcasting your location to friends -  like Foursquare, BrightKite, and even a little Portland start-up named Shizzow that are basically like Geography-based Twitter.  The purpose is to get your friends or business associates to meet up through happy accidents of learning you are nearby and stumbling upon a quick informal meetup.  In our voyeuristic times, these apps take transparency and over-sharing to the next level.  And, of course, email alerts are the backbone of this channel so you know when your friends are nearby.  With smart phones automatically detecting your location, this new channel of geo-based mobile apps is incredibly intuitive and its uses will take off in 2010 (pet companies rolling out mobile apps to find nearest dog park or doggie daycare; coffee shops and retailers promoting mobile coupons when you are within 100 feet of the store; the uses are endless and our addiction to our mobile devices and their community of apps grows deeper).

3. Real-time web
Twitter started this trend (and Facebook and Friendfeed quickly caught on) and now the demand is there from consumers to constantly want to know what the collective human consciousness is around any and every topic.  People want to know what is happening NOW and what people are thinking/feeling/perceiving/eating/breathing/doing NOW.  Marketers will adapt and drive this trend even stronger in 2010 by creating ways for people to rate, review, and comment through their mobile phone or laptop on what they are thinking/feeling/perceiving/eating/breathing/doing and those apps will be searchable and able to be filtered so others can gain insight from what’s happening now.

4. Advanced collaboration, online community
To many companies, collaboration tools for internal communication or to create branded online communities for customers were expensive and time-intensive to get off the ground.  Now, Google steps in with a free tool Google Wave that isn’t perfect by any stretch, but is a great start to prove the value of collaboration and idea-sharing within companies.  As far as external communities where customers share insights, tips+tricks, examples, and resources with other customers, there will always be some extra effort put into strategy and user-design to make sure this is thought-out and customized to your brand.  There are some great open source tools like BuddyPress and other enterprise tools like Kickapps, Jive Software, and Microsoft’s Sharepoint.

5. Integration of database apps (OpenID standard)
Email Marketers have seen the advantage of smart integrations between their email marketing application and their CRM (Salesforce.com is most common), social tools (Twitter, Facebook, Blogs and publishing RSS to Email), ecommerce apps, and other database apps. This is a big push for us at eROI in 2010.

From a web user perspective, open platforms like Facebook Connect and Twitter allow me to seemlessly scrape my profile info and my friends profiles and connections into new applications (cool client examples to check out are Moonit and Wacom).  In 2010, you’ll see more web applications and online communities really start using OpenID as a standard to port your profile information and have 1 single username/password across the web.  There is such information overload that users are going to demand standards like OpenID to keep it as simple as possible.

6. Email Campaigns: Doing the Unexpected
Email design best practices are great – they tell us all the components we need in a successful campaign – subject line, email pre-header, header, main body, footer, call to action, offer, concise copy with relevant messaging, landing page, lead capture, optimized auto-responders based on subscriber behavior, and the list continues.  However, following the book on everything, including a prescripted design, can make your email predictable and email recipients take notice.  eROI’s Dylan Boyd points out a few unexpected email design strategies and tactics:
Animated GIFs? You Bet.
The Test: Vertical vs. Horizontal Email

7. Analytics: Measure Everything Every Second
Marketers have always dreamed of one marketing dashboard that pulls tracking from all marketing channels (email, search, social, events, referrals, etc) and systems (CRM, marketing automation, POS, financials) into one screen – never going to happen – there is just too much to measure and specialized tools for each medium do a much better job than all-in-one dashboards.  The clear emerging leader in tracking and analyzing social media metrics is Radian6.  It will be fascinating to see how marketers will tie all their tracking data together from these many disparate applications.

8. Information Overload: Content Filters
Based on human behavior since the dawn of time, we’ve always been most influenced with our activities, our buying decisions, and our own worldview by what our friends and family suggest.  In today’s world, this is more tangible than ever – our friends become our filter for most content we consume on the web (Facebook Connect integrated into more and more web services is a perfect example of this).  News aggregators like Google News and MyYahoo will need to integrate friend content filters like Facebook Connect to stay relevant.

9. Augmented Reality
“Beam me up, Scotty.” As Kevin Arthur points out in his iMedia Connection article ‘Techie Toy or Targeted Tool’: “Augmented reality is essentially combining the real world with digitally created images. The technology gives users the ability to control their environment using sound and compelling visuals.  AR brings “tactile” imaginary element to the interactive experience.”  Augmented reality (AR) is really cool technology – it allows brands like Topps bring its physical playing cards alive in 3D interactivity with users. AR allows people to project 3D presentations from their smart phones. AR allows physical products come to life in retail stores increasing sales conversions at point of sale.  It’s the stuff of the future, which is why I think it’s going to take a couple years for people to adopt this technology.  It has a whole lot more value and user scenarios beyond the limited value of Second Life’s virtual world, and AR will be the talk of marketing conferences in 2010 (it just won’t be widely adopted until later).

10. Keep your monitor, Recycle your TV box
What’s the point of your TV box when you can watch most of your favorite TV programs, sports, and films online on Hulu, ESPN, Netflix, and others.  Simply, hook up your laptop or old computer with a wireless Internet connection to a killer flat-screen monitor and you’ve now got a Smart TV to go along with your Smart phone all the while taking advantage of the kinda-smart, real-time web where online video is becoming standard and more engaging then ever before.

11. Anti-ADD; Deep Thinking App
All of us have done some planning (business plan, marketing plan, 2010 marketing calendar) for 2010 over the past couple months, and it makes you very aware of all the distractions that we have throughout the course of the day, the hour, the minute, the second.  Our most effective planning sessions were out of the office, without laptops, in a simple room with a whiteboard and marker.  Even as I write this article, I have new emails pop-up in the bottom right-corner of my screen, tweets from Tweetdeck in the top right of my screen, and I turned my Google Chat off for a little focus.  Fortunately, I have an outline to work from that I actually wrote with pen on paper – so old-school.  For managers and executives (and everyone really), there must be an application that shuts out all other applications, emits soothing white-noise and allows us to really think so we aren’t constantly distracted and reacting.  More of us place a greater value on this “thinking time” for parts of our day as we live and thrive in this increasingly ADD (Attention Deficit Disorder) world that we are perpetuating.  Thank you Deep-Thinking App of 2010 – you are my friend.

eROI New York – 2009 Review from Christopher Masagatani on Vimeo.

It seems there are a couple things that don’t line up with the lawsuit.  First of all, the lawyers who represent Toyota asserted that there was a confirmed opt-in process that Duick admitted that she committed to at the initial outset of the series of Toyota campaign emails that she received.   The article didn’t mention whether or not there was an unsubscribe link and physical address in each email (CAN-Spam compliance), as Toyota  and Saatchi & Saatchi may have taken the position that those elements in the email would have detracted from the authenticity of this fake campaign (not sure I’ve ever written “authenticity and fake” in the same sentence where it actually kind of made sense).

If there was an easy opt-out on each and every email, which would make you think either this is the most privacy concerned criminal ever encountered, then there isn’t even a glimmer of hope that Duick could win her case.  As is, Toyota has an overwhelmingly solid legal argument based on her written consent in opt-in.

What could have been done differently?

Obviously a neurotic Los Angeles woman wasn’t their target audience, so how could she have been engaged while not being “terrified?”  List segmentation could have been used to “check in” on consumers not fitting the targeted demographic.  Toyota could have even segmented women from men and had an extra question or check in to make sure their campaign would be received with the appropriate response.  Another idea would be to just make the product a little more blatantly obvious so you know you are interacting with a brand but you are still having fun.  Finding a balance between really creative and fun with responsible marketing is key.

As fun as it was, the site could do a better job of lead capture by telling you what you get for signing up – making it more compelling.  It promised to enter me into a drawing for an X-Box 360 but the details were sparse and the questions they asked seemed somewhat irrelevant.

The most obvious dilemma I saw with The Prototype Experience is the issue of privacy.  In a matter of minutes I saw everything from my work information and political views to a family photo pop up on the screen.  Even though that information was willfully put on the internet by me it made me think more about how entirely accessible our lives have become.  As a marketer the more information I can capture the better, as a web user I just need to be aware that there is very little privacy anymore and just accept it.  All in all, this site is really engaging and, well, uber-cool.

If you have little kids around your computer, like I do right now, you might want to watch the frequent, casual F bombs used in the video, albeit educational.

Click here to view the embedded video.

It made me think about the wacky stuff that free labor at other large agencies come up with and here’s what I found off of a Google Search:

Crap – I searched and looked at dozens of intern videos with no sound or no humor. Maybe Crispin nailed this better than I thought. There is opportunity for other interns to take their spin on it. This also proves that online video still needs a lot of content – there is very little out there and much much smaller amount of quality.

As for interns at eROI, we love ‘em.  Not sure I want to task any of them with spending 100′s of hours putting together a rap video.  Your thoughts?

Next post…wrapping paper gone wild experiment in the office (video and pics to follow)…

# James keller on being a hooker in rugby. Great lessons, entertaining #ignite6

Eva – brilliant thinking

Authority – like librarians – its about what’s real

Anything happens at #ignite6 – veggies an aphrodisiac

Ice cold swim after sauna – shrinkage can be an issue #ignite6

Sauna cleanses you inside and out #ignite6

After intermission – sauna etiquette pres, #ignite6

# Kgw – lesson 1 – be careful who you call a hipster. Epic fail. At #ignite4

http://ohac.org – getting kids insured

Healthcare presenter – diy – ducttape your broken finger, mental stuff, manage risk. 1 of 6 americans don’t have health insurance

Pet your dog at shoulder, not on head.

Pet your dog at shoulder, not on head

Treat your dog like a dog, not like your inner child #ignite6

Bridget talks about how you can stop shitty little dog syndrome. Like junk-scratching in public

The turk was a machine in 1734 that beat chessmasters of the day ( actually a man hidden in the machine)

@magicseth is up now #ignite6

Myofacia – gotta learn good posture to optimize muscle memory in your body

Chris espouses mindful commerce in last slide – love it – thinking of @sevenplanet

Chris doing presentation on being a gentleman – great delivery

Multi-touch acquarium app on display table – art coming to life

Microsoft display costs 17k, todd’s team create display table for 1k and do it 2 weeks #ignite6

Todd – presenter 1 – multi-touch display like iphone

Startupalooza is oct 10, #ignite7 is nov 12

What’s great about portland? So communal – techies bring kids to the event, casual, real, accepting, creative, inspiring

@ignitepdx, very simply, I love portland.