Chris McGovern with Emerging Marketing posted the following discussion question on LinkedIn: So what will the new trends be in 2010? Will social media finally be accountable? Will Twitter die or really provide value in your industry? What's up with traditional marketing? Everyone seems to be putting a huge emphasis in online. Is that the case for you?

Chris McGovern with Emerging Marketing posted the following discussion question on LinkedIn: So what will the new trends be in 2010? Will social media finally be accountable? Will Twitter die or really provide value in your industry? What's up with traditional marketing? Everyone seems to be putting a huge emphasis in online. Is that the case for you?

Yes, I decided as I reflected on 2009. As 2009 comes to a close we are already firing up for 2010 and all the work we need to do to meet our 2010 budget and accomplish our 2010 Action Plan. Getting found, generating Web traffic, and converting that traffic into memberships while providing a high level of visibility for our members is highest on our list of priorities.

How will we do that? We will put more emphasis on the work of our SEO David Peters with NetPoint Marketing to maximize our goals. "With the Web already flooded with Web sites and new ones coming every day, it's becoming increasingly difficult to stand out in the crowd. Achieving credibility in your field is paramount to success. More content = more credibility = more traffic and greater conversion rates," said Peters.

Due to the fact that benefits and return on investment can not be readily seen upon the first visit to our organization, ours is a complex selling environment. We need to use the tools we have and develop a relationship with the prospect. We will try to utilize online marketing strategies to the fullest.

The buying process for us is more complex and is not linear - far from it! Trying to determine the true motivation and sell the benefits and features to warrant the investment is a challenge. Interactions are all over the place. For this reason we need to utilize all aspects of marketing and have the best tools possible to capture the data we need to act in real time.

A connection needs to be made, but up to 70 percent of inbound leads aren't "sales ready" even when they are online leads or referrals. We will continue to use traditional marketing efforts, B2B, enhanced radio, online marketing strategies including social media with some emphasis on twitter. Everything is evolving and so are we as an organization. I think the success of any good marketing plan includes an expert SEO and integration of traditional marketing and online marketing strategies to work efficiently and effectively.


Becky Hajost is the president of the Upper Arlington Area Chamber of Commerce.