As it’s the first week in January, it’s crystal ball gazing time and not one to be left out we’ve taken a look at the many predictions around what will be the next big thing in Marketing in 2012. We’ve selected a few of what we think are the hottest trends. So read on to discover why the only place to be seen this year is on screen. And if you’re feeling downcast by tales of economic woe, how brands will be ready to divert your attention through gamification and interactive apps. Find out why your purse could soon become a collector’s item and community focused initiatives are set to capture the hearts of consumers.
Contactless payment devices such as near-field communication (NFC) and QR codes will enter the mainstream in 2012. When used in smartphones, they encourage customers to merge their wallet with their mobile phones. Surveys suggest consumers are ready to embrace this trend. Two-thirds of UK shoppers say cash is inconvenient , according to 2011 surveys by Barclays and PayPal. According to Juniper Research, 300 million devices will be on offer to allow consumers to “tap and pay” through NFC by 2014. It is estimated the value of contactless payments and ticketing using NFC will reach $113bn (£72.4bn) per year by 2016 around the world. (Source: Stylus.com)
Welcome to the cloud
Businesses will invest large amounts of money in cloud computing and mobile technology next year. According to the report: IDC Predictions 2012: Competing for 2020, 2012 will see more money spent on mobiles and tablets than PCs and 80 per cent of commercial applications are set to be on cloud platforms. “The UK is underinvested in IT – and with advertising and consumer spending rapidly moving online and kit becoming out of date, some rise there is likely,” points out chief executive of the Centre for Economic and Social Research, Douglas McWilliams. (Source: IDC.com, Insight.com)
Local marketing and partnerships
As the clean-up efforts following the London riots show, community love is on the rise. This year will see a resurgence of local marketing to tap into people’s collective devotion to their local community. While the internet by nature is international, there is a growing market for local websites and scope for businesses to tailor websites to specific localities. Brands are also set to tap into this trend for collective working as partnership marketing becomes more common. This will not just be about tactical value-based promotions but about strategic alliance with other brands. (Source:23red)
In 2012, if it is not on screen, it’s not worth seeing. Touchscreens and tablets have made it much more convenient for consumers to view online while they are on the move. UK supermarket chain Sainsbury’s has tapped into this trend by partnering with television provider Sky, allowing shoppers to watch sports events while they shop using in-cart iPad docks and speakers. In 2012, video consumption will soar as brands increasingly use this channel to engage with customers. Video brochures, video newsletters, and regular video communications will become standard features on websites. According to Cisco, 80 per cent of all internet traffic will be driven by video by 2015. (Source: Trendwatching.com, Milwardbrown). Running in tandem with this is the prediction that mobile is set to overtake the desktop PC and laptop – which is why it’s more important than ever to ensure that you have responsive web design to allow for the multitude of devices that your potential customers can access your site via.
In a bid to escape from the grim news about the economy, consumers will become more responsive to entertainment and escapism. Big brands will become more playful, using gamification and other “funware” that use points, puzzles and level progression to attract and engage customers. Social tools and technologies that enable people to interact with TV programmes will explode in 2012. Viewers will be able to interact with TV and producers will draw on this data for creative inspiration. Services such as Bluefin Labs and GetGlue indicate traditional TV ratings may be bolstered by “social ratings” as advertisers start to take into account how a show is travelling beyond the TV audience. (Source: Milward Brown)
LexisClick is a full service digital marketing agency, we specialises in helping businesses grow by using the power of digital marketing, with services such as web design and build, SEO, PPC, email marketing, and social media.
To find out how we can ensure your marketing is on trend in 2012 take a look around our website www.lexisclick.com or give us a call on 01202 788333.
From the LexisClick Marketing Team
(Adapted from Trends for 2012 from The Marketer January 2012)
B2B Online Marketing, Blogging for business, Email marketing, Marketing General, Online Advertising, Online Marketing, Social Media Marketing, Web Design