1. Trend report 2010 - Small
Business Edition
• Which trends will dominate in 2010?
• What are proven techniques to monitor online
activities?
• How to discover who are your customers and what
tools to use?
• What are emerging trends in online marketing and
communication?

2. 10 key skills small businesses should master to sell
more and communicate better in 2010
1. Learn how to shoot video and promote it online
"Video is the meme of choice online. It seems that everyone has and
uses a video camera to upload all kinds of content online. In 2010, if
you can't be found on YouTube and its competitors, you will be
invisible. Look for considerable competition among sites vying to rank
second. Watch vertical video sites attempt to increase their visibility,
if not their utility or viewership. Video will move between and among
channels. A YouTube video can easily appear on TMZ or Access
Hollywood, and vice versa. News organizations and reality shows will
mine online video routinely."
Resources:
How to make your own podcast
Your video go viral
2. Learn how to monitor online conversations
PR 2.0 are now called „hybrids“. Those are people who mastered both
internet marketing and communications. They are able to create
positive image, to listen carefully, and to engage in conversation
without fear. Learn how to build your social capital on web and how to
achieve influence. Learn about basic rules of viral campaigns and how
to read data and analyze. Many free tools are at your disposal now.
Don’t be a passive online lurker – creating and maintaing customer
relationships on web is a must do.
Resources:
White paper & webinar: PR planning in 2010
Emerging trend in 2010: integrated marketing communications
Trend report 2010 www.etarget.rs 1

3. 3. Learn what marketing communication really
consists of - 4P /product, price, place, promotion
Despite its limitations and perhaps because of its simplicity many
books were written about this concept. Even in intangible economy
4Ps exist as a strong framework for marketing managers. Do not
hesitate to make the decisions about product (brand name,
functionality, styling, quality, safety, packaging, support, warranty),
pricing (volume discounts and wholesale pricing, cash and early
payment discounts, seasonal pricing…), placement (distribution
channels, inventory management, distribution centers, order
processing, transportation) and promotion (promotional strategy,
advertising, sales promotions, public relations & publicity, marketing
communications budget). Optimizing product to your audience and
quality control can do no harm, even if theory of 4p goes back to 1964.
2010?
New Year is ongoing Resources:
and more and more
companies have the Marketing & 4P
following dilemma:
what to do to gain
success in the 2010.
What is the type of
marketing we should 4. Learn to synergize communication channels
invest, what is
effective and what The manner in which brand associations are formed does not matter.
should we expect of Therefore marketers need to evaluate all the options, different
it? How to create and
promote content we communication options have different strengths and can accomplish
made about our a variety of objectives. Mix & Match the options. Choose your options,
products? experiment, evaluate, Dont be afraid to paint a picture with different
In ETARGET we tools and to orchestrate your brand messages.
made for you the
finest selection of the Resources:
trends that will have
inevitable impact on
internet marketing in PR Breakfast club: storytelling as effective PR
2010. Enjoy reading. Kevin Lane Keller (to search in print)
Trend report 2010 www.etarget.rs 2

4. 5. Learn how to analyze your data
What makes some campaigns successful while other fail? It's the
people -- the people behind the campaigns and their ability tio
understand what works. There is very little stuff on web and in
marketing that can be claimed as „unproven“ . Track your results, on
web site and in lead generation. Try to merge the data with your CRM
and to report to sales, dont provide raw data. Why not knowing who
O Etargetu your best customers are and what content and information they
Etarget is ad network, before the purchase?
which seeks potential
customers for you and Resources:
brings them to your
web site. Web activity tracking - 5 ways (Sales Fusion PDF)
ETARGET is Central White paper on how managing leads pays off (Silverpop)
European company
established the
company in April 2002
and now operates in
eight rapidly
expanding Central and
Eastern European
markets: the Czech 6. Learn how to write REALLY good copy text
Republic, Hungary,
Romania, Slovakia, Lets admit it: you owe it to your customers. Besides, good copy makes
Bulgaria, Croatia, sales, good copy also drives traffic to your website and en-captures
Serbia and Poland. Our attention. Web copy must pull in and lock visitors. Web copy must
clients are small and entertain. Web copy must inform. Web copy must educate. Web copy
medium enterprises, must offer solutions. Web copy must convince visitors to buy from
international you. Discover the power of great titles. Learn how to optimize your
companies, agencies content to your prospects and partners. Experiment, test, track.
and web shops, and Because most web viewers scan web pages rather than read them
partners whose sites word for word. Your goal is to make them read carefully and to turn
Etarget ads are being back seeking for more.
displayed are the most
visited portals in Resources:
region. How to write in Etarget
Trend report 2010 www.etarget.rs 3

5. 7. Learn how to manage your team so your work
resonates with customers
If your team members dont get along well, your clients will feel –
miscommunication, email chains with lots of CC and BCC,
accusations and fights can make your sales and marketing activities
go down. People tend not to trust people who dont trust to other
people they are working with, and all the PR efforts cant save you if
Basic concepts of
you take no action. 90 % of all the problems within the organization is
online advertising:
derived from lack of communication. Change the setting, think about
Etarget contextual travelling with your coordinates and subordinates to some nice place.
advertising operates Make a special event for their families. The time you devote to tasks
with non-aggressive ad requires at least the same amount of attention to devote to develop
format which appears in relationships. Align your goals, set the basic communication
form of link and/or the guidelines. Break the walls and let them know how you really are. Its
link with a picture.
not all about business, OK?
These ads are tightly
linked to the context of
Resources:
the web content. By
selecting the key words How to build and manage your team: Madison University library
and creating PPC ad in
Etarget, your message
will reach the people 8. Dont create product and communication that
who are already you yourself dont trust
interested in your
products and already As agency people, digital or otherwise, we can be a little cavalier about
reading articles about our own media habits. We create television commercials and use
topics you’ve chosen it
DVRs to obliterate them from our sight. We create banners and
represent your
company. microsites that we never even visit. The days of people waiting to
receive our messages are over. The only proof you need is in your own
PPC stands for ‘pay-per- behavior. What was the last television commercial you watched or
click ‘. It’s a model of
banner you clicked on? We comfort ourselves with the soothing
payment – advertisers
pay only when someone refrain of "we are not the target" or "they're not like us." The good
clicks trough and visits news is that they are more like "us" than ever before, and it would be
their website, displaying richly rewarding to treat the people we are marketing to the same way
ads which people see but we wish to be treated.
do not click trough cost
nothing. Registration is Resources:
free and ad creation is
easy and fast. Hubspot: http://blog.hubspot.com/
How does Etarget 10 internet markeitng strategies
works?
Trend report 2010 www.etarget.rs 4

6. 9. Get involved in PR 2.0
Now its time to repeat the Hubspot’s meme: get found, promote and
analyze, engage in conversation. Besides the 4P figure out what works
in online world: Company, Customers, Community, Industry. Set up
alerts, track your social media mentions, use the twitter. Develop
marketing messages for the sole purpose of getting the attention, gain
trust and deliver value for money. Easy and fun! Except you might
make some organizational changes for people who will keep your
customers attention alive online. Social media is not going away, the
faster companies adapt to it, the better results will follow. How about
making a strategy now?
Etarget is Resources:
advertising network
on internet Tips to using Social Media
Our main product is The taks of PR manager in 2010
contextual advertising
system for pay-per-click
(PPC). The ads of our
clients are displayed is in 10.Everybody like good guys
articles on content
portals. ETARGET Good cop – bad cop? Yep, it works in hard-selling conditions. Once
analyses the content of you get online its important to be nice (though its nice to be
individual articles and important). The desire for transparency, trust and peace-of-mind
assigns the ads to them messages requires balanced people who know what they are doing
that are most relevant to and where they are going to. Do the SWOT and follow your guts -
the particular article. everybody will support the good guys and will think twice if
When analyzing, the reputation and buzz is malicious. Do no harm and it will pay-off long
system takes into account term.
all forms of a word, and
so it is capable of more Resources:
precisely determining
which ads should be Communication director: the dynamics of trust
displayed with which
article. Non-verbal communication guide
Trend report 2010 www.etarget.rs 5

7. Etarget’s tip: for Gods sake – have some fun!
Etarget preporuka: zabavite se malo!
Da li ovom pravilu stvarno treba dodati tonu-dve dokaza i !lanaka?
Etarget"ta serule need zabavite se malo!tones of evidences? Here’s
Does preporuka: kada se oslobodite i zaigrate: ma!i"e
Evo this doga#a to besupported by
whats happening when you play: use kittens cautiously.
upotrebljavajte oprezno!
Da li ovom pravilu stvarno treba dodati tonu-dve dokaza i !lanaka?
Evo "ta se doga#a kada se oslobodite i zaigrate: ma!i"e
upotrebljavajte oprezno!
Collect useful information regarding internet marketing at
Pokupite sve#e vesti i informacije u vezi sa internet
Etarget’s page on facebook. temama na Etarget stranici na
marketingom i srodnim
Pokupite sve#e vesti i informacije u vezi sa internet
Facebooku.
marketingom i srodnim temama na Etarget stranici na
Follow us on Twitter
Facebooku.
Pratite nas na Twitteru.
Pratite nasof tips & tricks can be found on our official page
Dozen na Twitteru.
www.etarget.eu and on our blogs.
Na$a web sajt je www.etarget.rs a na http://blog.etarget.rs
Na$a web sajt je www.etarget.rs a na http://blog.etarget.rs
prona"i "ete svake nedelje nedelje mno$tvo korisnih saveta.
prona"i "ete svake mno$tvo korisnih saveta.
Contact us
Kontaktirajte nas
Da$emowill provide advices on how to leverage Etarget ppc ads
We vam savete kako da upostrebite Etarget reklamu u
Kontaktirajte nas
in 2010.
2010. godini. vam savete kako da upostrebite Etarget reklamu u
Da$emo
www.etarget.rs | info@etarget.rs
2010. godini.
www.etarget.eu | info@etarget.rs
www.etarget.rs | office@etarget.eu
Rad sa strankama: +381 11 32 88 952
Rad sa strankama:za reprodukovanje i88 952 na osnovu
Ovaj dokument je slobodan +381 11 32 umno!avanje
licence Commons -Share Alike 3.0 Unported License. Za vi"e
informacija kliknite na link ili po"aljite pismo na Creative
Commons, 171 Second Street, Suite 300, za reprodukovanje i umno!avanje na osnovu
Ovaj dokument je slobodan San Francisco,
California, 94105, USA.
licence Commons -Share Alike 3.0 Unported License. Za vi"e
informacija kliknite na link ili po"aljite pismo na Creative
Commons, 171 Second Street, Suite 300, San Francisco,
California, 94105, USA.
This work is licensed under the Creative Commons Attribution-Share Alike 3.0
Unported License. To view a copy of this license, visit
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative
Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Anatomija trendova u 2010 www.etarget.rs 6
Trend report 2010 www.etarget.rs 6
Anatomija trendova u 2010 www.etarget.rs 6