I was asked to write a few words about 2011 for Marketing Magazine and Figaro Magazine. They’re bound to be wrong but here they are. The trends below are not new trends, but current trends that will become a lot more prevalent next year. No laughing at the back.
2011 will see the increased socialisation of media. TV and other mainstream media will continue to drive search and social activity. Facebook will continue to wow and frustrate. Google will hook up their services with a new social layer. Everything kicks off and brands become more fragmented.
Customers will continue to become more involved in creation as brands talk to them about what they really want and expect. Brand relationships become a form of self-expression.
There’ll be the return of campaign hubs using social plug-ins on a larger canvas with creative code as we tire of Facebook restrictions. Display advertising makes a comeback as Google gets behind it again. Facebook enters the same market. Display ads become bookmarkable and brands offer rewards and discounts for online or offline purchase.
In 2011, location matters. Brands must use digital to get smart about coupons, redemption, price check and group buying. Mobile web will also take off as we become weary of developing for multiple platforms and suffer app fatigue. HTML5 is our friend.
The ‘internet of things’ – in which the ordinary objects we encounter everyday are hooked up to the net – means channel thinking gets mixed up. Products, which can be photographed / scanned via your phone, let people ‘like’ them. Real and digital collide.
Installations and events will also take off. Chris Vernon of Saatchi & Saatchi thinks, “As cuts consume publicly funded art projects, there is great scope for advertisers to become patrons of the arts during the age of austerity” but it’ll be creative thinking rather than the latest technology that cuts through.