RIPPLE100 Micromarketing

‘Tis the season for predictions. That we’re embarking on a new decade makes it even more of a springboard. Not just what will happen in 2010, but this sense that ok, we got through the first decade of the new millennium, watched predictions take shape and unravel, seen enough fads vs. trends to make more solid crystal balls. And most important, to go make things happen.

In this corner we released our predictions before Thanksgiving: MICROmarketing in 2010: 9 Reasons Why Small is The New Big. Amy and I realize these 9 reasons are also shaping our gameplan, and this early, our execution for 2010. Make it happen.

Here are predictions from folks we respect. I’ll list as we get them, with comments as apt if/how they relate to our own micromarketing schematic. Remember: this is not punditry. It’s about making it happen.

1. eMarketer CEO 7 Predictions for 2010 by Geoff Ramsey, Founder & CEO of eMarketer. All 7 predictions speak almost directly to our 9 reasons, especially our #1 (targeting) and #9 (economics). To target, you’re going to have to micro-target. Micro-target not just the who (audiences), but the what (promotions), when (timing), where (location, location, location), how (call to action). Yes, micromarketing is that targeted. Which means you’ll be doing it a lot. Which means the economics of cost and complexity have to change. They have, with micromarketing.
2. ReadWriteWeb 10 Ways Social Media Will Change in 2010 by Ravit Litchtengerg, Founder and Chief Strategist of Ustrategy. Ravit’s is a macro view, but you savvier ones will find golden nuggets for implementation. I like the last 2 for Ripple100 micromarketing: Women Will Rule Social Media (as they already rule 75% of purchase decisions) and Social Media Will Move Into New Domains, like nonprofits, job training, education, and healthcare. The latter - mainstreaming of social media - you’ll definitely see as the first generation of micromarketing campaigns roll off the Ripple100 train.
3. 10 Big Marketing Predictions for 2010 by David Garland of Rangency. David, you got me at #1 - Big Brands will Learn from Entrepreneurs, Small Businesses, and Niche Brands. This is full of practical wisdom you can implement - and a perfect fit for micromarketing. #6 Online Video: Forget Viral Focus on Function, with idea-starters for how to use the Flip cam or Kodak Zi8 is precisely what you’ll see our merry band of micromarketers doing with their ripple campaigns. And is there any more practical advice that 99.9% of businesses can use than #3 Death of The One-Way Website?
4. Mashable 10 Web Trends to Watch in 2010 by Pete Cashmore, Founder and CEO of Mashable. Good stuff here - if you’re early adopter.  Connections to micromarketing? None. Anything you can implement if you’re a small outfit like 99% of us are, or if you’re overly bureaucratic like 99% of big organizations are ? None that I see. I bring it up here as emblematic case in point: the divide between innovation vs. adoption. Even as techno-philes push innovation, there’s still a whole slab and dlew of very powerful web apps that haven’t gone mainstream. But are ready to in 2010. The adoption curve is about to get very mainstream very fast in 2010. In micromarketing you have 9 ways to ride the wave.
5. Integrating Email and Social Media: Tried and Tested with Shiny and New by eMarketer. Sounds tactical, but for most small business and nonprofit managers, email is the sum-total of marketing strategy, program, and budget. Email is the runaway prediction for 2010 marketing spend - and eMarketer data says we’ll be seeing more Dear valued customers in our inbox, this time with generous doses of sharing and interacting buttons. Implementation will likely be token - social is there, but not really working to the point of business impact. That’s probably you if you’re in the 27% who said “Yes, we’ve already implemented”. Of interest are the 24% who say “Yes, we’ve formulated a strategy but looking for tools to implement”, the 18% “Yes, but we don’t know where to start” (our favorite group), and 11% “No, but sounds intriguing”.
6. juntajoe’s 100 Predictions from 60+ Marketing Experts by Joe Pulizzi of Junta42. This is as advertised. The compilation: 7000+ words, 100 predictions, 60+ experts. What do I have to say about it? Let you know when I get poolside in 10 days. For now, thanks Joe!
7. The Colossal Ultimate List of 2010 Social Media Predictions by Jay Baer. Like I said, wait till I get poolside…
8. Got your own predictions? Send them over…

As Chas says, more soon!