Masters of Business Online is a conference being held in Indianapolis where industry experts help you get a handle on what online business means today and what it’s going to look like tomorrow. (Use the code silver109 when you register for a special discount.) While readers of this blog already know Raquel pretty well, we’ll be introducing you to some of the other MBO experts with mini-interviews over the next few weeks leading up to the conference on October 21st. First up is Kyle Lacy of Brandswag.
SS: Why should business owners worry about marketing online?
KL: Marketing online could mean so many things. Search engine marketing, email marketing, or social media marketing (to name a few). I do think businesses should be focusing on SEO and email marketing as a solidified way to drive leads to their business. However, social media marketing is a completely different story. They should be concerning themselves with educating and training their staff to communicate online in the next couple of years. We are not at the peak of social media adoption and it just doesn’t make much sense right now for everyone to start using social media. Strategy and education is key.
SS: What will online business look like in 5 years?
KL: We should be looking at an entirely different online model. I am convinced that social media will reach its peak around 2011 and then crash miserably in a lack of funding only to resurface in 2012 as a viable business tool. I believe that email and social sites will be fused into one tool but will not be actively used for communication purposes. Search engine marketing will look completely different with the introduction and perfection of live search. Semantic search will hopefully be fully developed and active.
SS: Why do you think social media has become so popular?
KL: It is new. We have a tired marketing system. Period. Mass marketing is weighing down individuals and marketers needed a fresh “keyword” to throw into the mix. We have not fully understood how to use the tools of social media to benefit the marketing mix (other than a communication medium). Right now it is all about ranting and raving about connecting with your customer one-on-one.
SS: What website do you spend the most time at?
KL: I spend more time on tools and applications then websites. If I were to be online I hit sites on a daily basis (in the morning). Facebook, Hootsuite, KyleLacy.com, SmallerIndiana, Mashable, Google Reader. Applications: TweetDeck and Flock.
SS: Who is doing things right online?
KL: Make-A-Wish is doing a great job using social media. Scotty’s Brewhouse also does a great job using Twitter and Facebook in Indianapolis. Outside of the state: Zappos does a great job at using social media. Amazon has always done an excellent job at marketing online, period.
Kyle Lacy – CEO, Brandswag
Topic – Evolve or Die: The Future of Online Communication
read Kyle’s MBO bio
