Let me know what you think will be the key marketing trends in the New Year and whether you agree with those listed.
1. Advertising-as-a-service
Traditional advertising must evolve. Recent research from Havas Media revealed that consumers are no longer enamored with the advertising they see, and feel that “just one in five brands has a notable positive impact on their quality of life.” The truth is, consumers are no longer interested in traditional advertising being‘pushed’ at them and are increasingly switching-on to communication channels that provide a service.
2. Connected devices
One of the most significant developments for 2012 is without a doubt the emergence of connected TVs and even more significantly, how consumers will interact via second screens. According to Nielsen's 2011 mobile connected devices report, 70% of tablet users and 68% of smartphone users use their device while watching TV, usually in a social sense and more often than not this social activity isn’t tied to the programme they’re watching. This is the untapped marketplace that savvy advertisers and brands in 2012 should create compelling content for.
3. Mobile
Over the past year, mobile devices have led both technological and marketing innovation. Google states that 79% of smartphone owners use their mobiles to aid in shopping and 74% make a purchase as a result. Smartphones have revolutionised how we interact with content on-the-go and in 2012 the mobile device will continue to play a significant role.
4. Multichannel Engagement
We’re now entering an era where almost any device or surface can have an internet connection, and as such, video can be displayed almost anywhere. So prevalent has video become as the preeminent communication tool of our age that Cisco's Visual Networking Index shows that by 2015, 1m minutes of video will cross the internet every second. Already brands are moving toward this kind of engagement, this is only just the beginning for multichannel marketing in 2012.
5. The Amazon Effect
While it’s not a trend per se, I wanted to highlight the growth of the dominant media force that is Amazon. Its platform is now utilised by many brands to boost their own e-commerce and the upcoming Kindle Fire is being heralded as the first serious threat to Apple’s all-conquering iPad. Effectively communicating with ‘switched-on’ consumers isn’t a stretch for Amazon and it’s already proven its agile organisational structure works. Amazon constantly evolves its business model to adapt to the marketplace and brands that look beyond their original heritage will offer customers unique and bespoke services.
I believe all five of the trends above are on the mark. However, I'd like to add three more 2012 marketing trends of my own:
1. QR Code-mania
As if we didn't seen this coming! For the past several years, the primary question for marketers has been, "How to harness the power of social media". In 2012, that will change to, "How to harness the power of QR codes"; and it's already begun. A QR code is a low cost, low resource marketing channel that can effectively utilize existing content. The biggest challenge for marketers will be identifying content that will entice smart phone users enough to scan the retailer's QR codes while keeping the consumer engaged. Manufacturers are already developing and producing smartphones with default QR code scanners which will make the codes a much hotter information gathering tool in 2012.
2. The return of cash driven CSR
This is great news for charitable agencies. As the first 2012 marketing trend identified above by eConsultancy indicates, consumers are increasingly looking for some community benefit from their purchasing options. However, this will extend beyond the direct to consumer purchase. It will have a much greater impact on CSR initiatives. For the past several years, businesses have been adopting a "spend less, volunteer more" CSR philosophy. Unfortunately, those efforts haven't really produced the type of community goodwill that most businesses had anticipated internally or externally. Why? Because volunteer days don't generate sustainable results, everyone is doing it, and far too few charities can manage a deluge of 100 volunteers one day only to see them disappear the next. A "day of service" sounds good, but simply isn't practical anymore. What tends to have a greater and more sustainable impact on social causes is the infusion of cash, as a growing number of charitable agencies are forced to shut their doors resulting from the global economic crisis. Financial contributions can produce good PR and measurable results. Therefore, while investments may not be as strong as they were around the turn of the century, you'll begin to see an increasing number of businesses going back to a more cash focused CSR strategy. However, their spending will likely target programs and services that can generate long term, self sustaining and measurable impact.
3. Greater government involvement in advertising and media
Sorry folks, this is the inevitable result of bigger government. Over the past decade we've seen stronger regulations on advertising in schools, stadiums, digital; and on ads for tobacco and those targeting children, among others. Now there are calls for government arbitration in private, marketplace negotiations between cable service providers and local TV broadcasters on retransmission consent. Whether you agree with these regulations or not, they aren't going away and in all likelihood will only increase in 2012 and beyond.
Let me know what you think of the trends identified above and if you have any to add to the list.
Here's to a terrific 2012!!
*The opinions shared on this blog are solely those of its author and do not necessarily reflect the opinions or policies of Goodwill of Greater Washington, its affiliates or supporters.
