By Janette Speyer and AlisonBrown, Web Success Team

With 2012 just around the corner, online marketing predictions are becoming more identifiable. In a world where technology becomes more advanced everyday, online marketing also follows suit and evolves quickly in order to adapt. In 2011, many changes took place such as Google entering the social media world with Google+ and the revamped Google Reader, the introduction of a new iPhone, and the increased reliance on Facebook and Twitter for promotional updates. Experts predict that even more changes are in store for 2012 as the online world continues to dominate marketing strategy by utilizing various avenues.

Mobile Marketing

As smart phones become more advanced, the ability for a company to advertise via mobile phones is becoming more important. Most companies have mobile friendly websites, and if you don’t have one already, you should definitely look into it. More and more people are relying on their phones for shopping, researching and planning. If your site doesn’t function well on a mobile phone, it will be detrimental to your company in the long run.

Apps and iPads

Apple’s iPad and iPhone have become increasingly popular, especially due to the recent death of Steve Jobs. Right now a lot of companies are looking for App developers who can develop an application for their company. People love to download Apps that offer easier navigation and more features. Also, by advertising smart phone applications that are friendly to use with both mobile phones and iPads, the more likely you will get your audience to use your app and stay engaged. Recently Google announced the release of another application for Android users called “Google Music.” It’s an iTunes alternative for smart phone users who don’t have an iPhone and would still like to download music directly to their phones. You are limited to storing 20,000 songs and you must sign up for a Google music account, but prices are comparable to Apple at $0.99 and $1.29 per song.

Social Media

Social media is the glue that holds online marketing together. 2012 will emerge as the year of relationship marketing and customer relations marketing (CRM). They will play an integral role in the personalization of online marketing. Companies will rely on Facebook and Twitter for up to date information and for audience engagement. Social media will still allow companies and individuals to cultivate and build relationships online and get consumers interested in what they have to say. Using Social Media to get involved in discussions, and network with people on a more personal level will build your presence online. Relationship marketing is going to be the leading trend for 2012, so make sure you get involved!

Paid Advertising

Technology has changed the marketing and advertising world and most companies are finding that online marketing tends to yield the most promising results. More people are using their computers and the Internet in order to find what they’re looking for. But purchasing a lot of expensive Adwords to drive people to your site may not be particularly lucrative either. Experts say that finding the right balance between engaging your audience and investing in Adwords to bring people to your site may be the best way to advertise.

Search Engines

Search engines and mobile search are becoming high on the radar as the leading driver of website traffic. If people can’t easily find your company online, then it will greatly affect your business. Less and less people are relying on referrals or word of mouth when looking for a potential company or service. People always look online first to see what they can find. Just this past week, while looking for potential storage unit facilities in the Bay Area, Google was the first place I looked, and then Yelp in order to read reviews. It was only later on that I discovered that people I knew used the facility I chose. The company’s visibility and accessibility online were huge factors in determining why I chose this storage facility over others. If I never found it online, they wouldn’t have gotten my business.

Local Searches

Local searches are becoming increasingly popular with the use of GPS. If you’ve ever used your smart phone to find a local grocery store within your vicinity, you’ll notice that only some business listings show up. There may be five or six different grocery stores all within a 2-mile radius, however, only some are listed. As people rely more and more on their smart phones to locate local businesses, it’s imperative that you get your company a Google place account so that it will show up on local searches.

If you liked this article you may also like:

• Discover the Advantages of Mobile Websites for Online Marketing
• 10 Actions to Improve Your Search Engine Visibility
• Formula for Creating an Effective Online Marketing Funnel