As Web 2.0 matures, the line between marketing and customer service is beginning to blur.

Service mishaps and product breakdowns can no longer be swept under the rug. That’s because more than 70% of US and Canadian consumers use the Internet (InternetWorldStats) and can share their experiences with the world.

“The social revolution is forcing companies to evolve and redesign any and all strategies that include existing or potential customers and stakeholders,” said Brian Solis, Founder of FutureWorks and blogger at PR 2.0. “And,” he added, “many don’t even know it yet.”

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Keywords are the foundation to successful web content.

Use the right ones, and your business can thrive. Use the wrong ones, and your website will reap you few rewards, if any. The trick is to ensure your web content writer or writers use the same language as your target audience.

Business executives and managers are often surprised when they find out internal lingo isn’t used by prospects and customers. “Talk shop” with consumers and you risk alienating them.

For instance, airline executives religiously use the term “reduced fares.” But that term is used in search engines less than 10 times a day — and that’s on a global scale.

Meanwhile, “cheap flights” is plugged into search engines by Internet users more than 10,000 times a day.

If you were running an airline, which search term would you want to target?

Showing consumers respect turns browsers into buyers. Yet, when consumers reach out, their inquiries often seem to fall on deaf ears. In the digital age, a prompt response is anticipated — always. And when it’s not delivered, it can easily kill the sale.

Many businesses don’t recognize patience is scarce on the fast-paced Web. Even the slightest delay in response prompts consumers to go back to Google and friends to click the next search result.

While planning web copy for an HR firm, they sent requests for quotes to three web designers. Within 48 hours they made their choice between two; they refused to wait for the third to respond.

Meanwhile, some businesses just don’t care. Two years ago, Webcopyplus was referring several businesses to an industry partner, and a couple clients made comments about their response times. E-mails weren’t returned for up to four days.

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Have you ventured ‘outside the box’ today?

Many businesses claim they’re innovative when it comes to the Internet, but few seem to demonstrate it.

Most stay on the cushy path, eagerly following cyber herds with the tried-and-true. “Why take a chance?” After all, going outside the box can be downright scary.

One group that relentlessly ventures into the unknown is “an ideas studio” named Burnkit, which is made up of 14 “thinkers” in Vancouver, BC.

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Webcopyplus recently had the pleasure of participating in a creative session with Canadian marketing communications consultant Brian Follett, who ingeniously demonstrated the value of branding.

He talked about a plain, white Styrofoam cup on one end of a line, followed by several other cups, each more elaborate than the prior. The last cup was a Starbucks cup.

“Each one’s filled with brown liquid,” he said, promptly pointing out few would pay for the first cup, but many pay upwards of $5 for the last cup.

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What has your website done for you lately? If it’s not supporting your bottom line, a simple mind shift can make a world of difference.

Regardless of the industry, most business owners fail to take full advantage of the Web. It’s unfortunate when you consider a website’s ability to cost-effectively promote a business 365, 24/7.

Hiring employees at $30 an hour to market your business every hour in the year would equate to 8,760 hours or $262,800. Alternatively, a well written, properly designed and fully optimized website costs just a fraction of that. Additionally, you don’t have to deal with several other human resources costs and issues.

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Forrester Research reports Europe’s search engine marketing investments will exceeds €8 billion in 2012.

Search spending will soar with 80% growth in the next five years as marketers use search marketing to alter their customers’ buying decisions, forecasts the independent technology and market research company.

In 2012, Forrester expects search investment in Europe to top €8.1 billion, up from today’s spend of €4.5 billion. Paid search is expected to uphold the largest share of investment.

“Marketers will continue to like performance-based media buying,” suggests the organization. “Over the next five years, as broadband and e-commerce expand, search marketing investment will double in 12 of the 17 European countries tracked.”

Forrester also reports European e-mail marketing spend will hit €2.3 billion in 2012.

In fact, European online consumers get almost twice as many commercial messages as work-related or personal e-mails, reports Forrester’s Senior Analyst Rebecca Jennings.

She notes: “Even though many of them delete the marketing e-mails unread or have spam filters, e-mail remains a strong marketing channel.”

Over the next five years, Forrester estimates that the volume of these messages will double, with the value of the market increasing from €1.5 billion in 2007 to €2.3 billion in 2012.

Concluded Jennings: “Marketers will use more sophisticated targeting, messaging, and analytics to engage the critical consumer.”

Editor’s note: PricewaterhouseCoopers recently reported on online spending in Canada, Asia and Latin America.

Too many web designers seem to be stuck in the 90s.

Like glammed-up big hair bands of the past, they’re churning out more flash than substance.

Meanwhile, for more than a decade, Internet experts and users alike have been calling for simple, unobtrusive and accessible designs. It seems straightforward enough: a website that promotes productive and positive online experiences will form a fan base.

Yet, useless Flash intros, superfluous splash pages, confusing menus and difficult-to-detect scroll bars continue to be created. Plus, music — usually of the cheesy genre — is still making users frantically reach for the mute button at the office and home (during the wee hours, when the rest of the household is fast asleep). The list goes on.

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Businesses of all sizes get taken by a bad breed of online marketing firms that shamelessly over promise and under deliver.

These fly-by-night SEO ‘experts’ lurk in the darkest corners of the Web, many under the cloak of anonymity, preying on businesses that seek a competitive edge on the ever-expanding Internet.

Unfortunately, many fall victim because they don’t do adequate research, and buy into hyped-up sales pitches packed with unachievable promises. When all’s said and done, they are left with sub-standard services, products and results — if anything at all.

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Businesses are starting to recognize it’s not the volume of online traffic, but the quality that counts.

Good traffic comprises relevant visitors who are likely to fulfill a desired action on your website, whether it’s to make a purchase, e-mail or call, subscribe to a newsletter or what have you.

Poor traffic, even in extraordinary amounts, is a waste of bandwidth. No matter how impressive the numbers, the wrong crowd won’t bring you desired results.
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