An Economist article – Perfecting Pitches – examines how some larger firms are likely to modify their marketing spend. One prediction is that advertisers will become more selective about the channels they use to communicate with customers, with firms likely to commit more resources to online initiatives.

Well-executed Internet advertising allows firms to easily address sharply-focussed market segments and its effectiveness can be far more accurately measured than mass-media campaigns. This is precisely why small businesses, which cannot match the Olympics-sized marketing budgets of the likes of Coca-Cola anyway, should also place the Internet at the heart of their marketing efforts.

Another interesting article – Are Olympics Sponsorships Worth It? – from BusinessWeek reports that many long-time sponsors of the Olympics are re-examining their marketing strategies amid research that suggests few consumers even notice who is backing the Games. Clearly the golden age of intrusion marketing is over. Marketers will have to find more targeted and personalized methods of leveraging on the Olympic spirit going forward.

A survey by WebVisible and Nielsen/NetRatings found that most consumers are becoming increasingly de-tuned from traditional advertising media and are instead relying on search engines and other online sources to find products and services from local businesses.

A majority of consumers apparently associate the trustworthiness of a business with the quality of its website. User-generated reviews, local news sites and social networks are other key influencers of consumer perceptions.

Consumers are also starting to use web-enabled mobile devices to access location- and time- specific product information. Such mobile access looks set to become an important driver for local commerce.

This particular survey was conducted in the USA, but a similar survey in Singapore would likely reveal similar trends. Anecdotal reports from many of our own small business contacts echo the increasingly important role that a strong web presence plays in a firm’s marketing effort.

Click here to download the full WebVisible report from GetEntrepreneurial.com (2.11MB PDF).

Based on their survey results, the top ten success factors are:

1. Create a documented launch process.

2. Set a separate launch budget and make sure
it is adequate to meet the launch challenges
you face.

3. Establish your launch budget as early in the
product development phase as possible.

4. Keep your launch budget stable
throughout the implementation phase.

5. Determine your launch performance
measures before the launch begins.

6. Measure the “right” success metrics.

7. Include the “right” external launch
professionals on your team.

8. Fight for bigger budgets.

9. Educate your sales force and other internal
audiences about your new product or
service. Also focus on distributor, retailer or
dealer education.

10. Spend money on word-of-mouth campaigns
rather than on advertising.

That last point is particularly pertinent to small businesses – instead of blowing your limited budget on generic, me-too advertising, you should instead concentrate on creating a “buzz” around your product in the right circles.

Used properly, web engagement tools likes blogs, wikis and forums are ideal for initiating such word-of-mouth campaigns. Indeed, a majority of the subjects in Scheider’s study listed their online campaigns as being far more critical to the success of their new product launches than advertising.

Click here to download a copy of Schneider’s B2B Launch Survey report.

Read the article Here.

The Jaben Network, a small store in the Adelphi, City Hall has long been an open secret in Singapore’s small HiFi portable audio community. It finally got some mainstream press attention with an article in the Straits Times on Tuesday, commenting on the way the tiny store had managed to build an international community using a wordpress blog and web forum. On such a small scale, traditonal retail chanels were out of the question, and with such a tiny target market – the headphones can cost thousands of dollars – Jaben saw that traditional broadcast marketing woud not work.

Visit the Jaben Forums here.

While top executives are still actively reading traditional business publications, they are now supplementing their consumption of print media with Web-based information sources. A significant number of executives even listed websites as their preferred source of industry news as opposed to magazines, newspapers and television.

The study also found that many executives are tech-savvy enough to actively use emerging Web technologies such as streaming video, Blogs, podcasts and the like. More than two thirds of the C-level executives surveyed subscribed to e-mail newsletters or alerts regularly; well over half bought products and services online; almost one-third regularly read blogs (although only a tiny percentage actually contributed to blogs themselves).

Although I haven’t come across similar statistics for C-level executives in Asia, I am fairly certain that the above findings broadly apply to the senior executives set in Singapore at least. The executive ranks in Singapore are certainly no less tech-savvy than their US counterparts, after all.

The bottom line is: if senior-most executives are your targeted prospects, you need to be actively attracting their attention online.

The main reason for this decline appears to be the internet – people are apparently increasingly searching for local services online. This is an important trend for small and medium-sized businesses to take note of – they account for the bulk of the advertising that appears in the Yellow Pages.

The message is clear: it is critical for small businesses to develop effective web engagement strategies if they wish to thrive in the modern marketplace.

Not all that surprising, really, considering a recent Business Times report that Singapore appears to be loosing its competitive edge – mainly due to sharp increases in wages and other operating costs.In fact, Singapore is now ranked # 7 globally in a table of most expensive office rents compiled by real estate consultants Cushman & Wakefield with an average rental rate of SGD 185 per sq ft. Meanwhile, Singapore’s GDP shrank by 4.8% in Q4 of last year.So, how should a small business weather this “perfect storm”?For the smart business owner, this slow-down may the perfect opportunity to transform her business’ competitiveness by leveraging innovative web technologies.For starters, it is the rare small business that cannot benefit significantly from a healthy dose of process optimization. Many small businesses use their resources inefficiently due to poorly-designed, redundant and badly-managed core processes.

The good news is that, with maturing on-demand and Software-as-a-Service (SaaS) automation solutions, powerful process automation and management tools are now affordably available to small businesses.Another area to review is the marketing function. Most small businesses are still stuck in the era of broadcast-mode, push marketing. Small, niche-focussed businesses, in particular, ought to explore the advantages of content-driven, pull-marketing techniques made possible by the recent social web phenomenon.

Tools such as blogs, white-papers and active RSS feeds can seriously turbo-charge your small business’ marketing ROI when implemented correctly.Finally, small businesses should aim to deepen their relationships with their existing customer and supplier base. Tools such as wikis, forums and smart web applications are ideal for developing and engaging a firm’s extended community.

This can not only help a business to sell more and higher-value products to existing customers but can also help the business effectively identify, develop and capture new product or service opportunities.So, don’t let the general pessimism get you down – take this opportunity to create your own silver linings to the gathering dark storm clouds.