2011 predictionsfiled in: blog
written by Marcus on January 2nd, 2011 |
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Shoot us down during the course of 2011 if any of these are way off mark, but here are 5 predictions for the coming year:
1 From strength to strength
Facebook will continue to become more important to brand marketers with regard to distributing content. From posts that link to new videos and other content to those announcing new products and services, Facebook, the UKs largest social networking community will be one of the main mass broadcast mediums as well as a very powerful and personal one-to-one marketing platform.
2. Me too!
Brands are jumping on bandwagons – in the least few years it was a Facebook page, a Twitter account and an iPhone app. The growth in use of the Apple App store has been phenomenal, increasing by several billions of downloads in 2010, so in 2011 it will be about the iPad app – because everyone else will have it!
3. Privacy v Personalisation
One of the largest keys to online success is down to a cookie. From Google Analytics to on-site personalisation, cookies are needed to track and target user behaviour. In 2011 the media will continue to scare consumers about cookies and the threats to their privacy. The rest of us will need to combat this to maintain a powerful and effective marketing tool.
4. Engagement is the new Content
For years we have learned to understand that ‘content is King’. With Google more significantly than ever basing its search results on content, never has a phrase been so correct. With so much content out there fighting for the attention of the consumer, 2011 will about having the most engaging content. So the brands that can attract as well as engage with its audience with compelling and innovative content, will be the winners in the online arena.
5. Old is the new New
Digital and social will continue to grow but the conventional formats such as print and even direct mail will make a come back. Just because you can measure something more effectively, does not necessarily make it more effective. By allocating budgets to both offline as well as online channels, brands will get a far more balanced and effective set of result with a fully integrated solution.
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