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The trends listed in this article are already occurring but will become increasingly significant in 2012. The list also includes implications for brands, and covers the diverse uses of mobile such as in commerce and television; the growth of walled gardens and ecosystems; real-time bidding for advertising; educational uses of digital services; and guerilla marketing.
Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors. It highlights the key challenges that marketers face in 2012 and how major brands are responding. It features 10 chapters: the rise of the new middle classes; 'Glocal-plus' brand management; media orchestration; growth through innovation; sponsorship ROI; integrating offline and online word-of-mouth; brand journalism; social media measurement; real-time planning; and cultural insight. Each chapter includes: a briefing on the challenge and its driving trends; further detail and links to additional reading; case studies and data to support the argument; and concluding action points.
With technology changing at a rapid rate, this article highlights four resulting key trends that are expected to play out across the next five years, and their implications for brand strategy and communications programmes. Hyper-connected devices could help drive brand love; hyper-connected web and mobile applications will require better filters for consumers, and in turn brands will need to be more relevant. Mobile phones will become a hub for all digital life and an increasingly mobile-directed experience will mean the emphasis will shift from 'push' to 'pull' marketing.
This 2012 Strategy Briefing from Euromonitor forecasts trends for the next five years. The predictions include: continuing economic uncertainty; growth of the middle classes in emerging nations; increased numbers of disaffected youth in the west; and a growing gap in the rich/poor divide. It also covers challenges caused by climate change; ageing populations in Western Europe, North America and Japan impacting economic growth prospects; the increased pace of urbanisation; more migration globally; an ever-more connected world; and the results of China's "Go Global" strategy, as it steps up its world trade.
Connectivity creates the opportunity for TVs to take on some of the capabilities of the PC. But what do people actually want to use connected TVs for? Mindshare's work with its online research community, the Hive, has shown that the fundamental role of TV is likely to remain the same. Connected behaviours sit more naturally on the second screen - a tablet/iPad, smartphone or laptop - where they do not interrupt TV viewing. Around 40% of people in broadband homes are now using second screens while watching TV at least once per week. Opportunities can be separated into five categories: on-demand video content, content sharing, transactions, social interaction and companion content. There are several obstacles to addressable advertising (advertising delivered to specific households) becoming a reality, while the second screen is platform agnostic and used independently of the TV and opens up commercial opportunities in programming itself.
2012 will see the growth of integrated marketing, and marketers have to be prepared to let go of the old channel-centric model and embrace a collision of currencies where different parts of a marketing organisation will value different things. Marketers will look into the Cloud to understand a whole new generation of consumers for whom content and experiences are truly universal. Because the method of distribution is less important to them, channel planning will also become less relevant, perhaps to be usurped by 'experience planning'. However, content still looks set to remain king.
Based on six waves of research in 27 markets around the world, GlobalWebIndex has identified 10 trends that all marketers will need to consider if they want to make their social media campaigns a success. These include the fact that, people are evolving to a state of being always connected thanks to non-PC connections and brands must learn to understand how they are changing their usage and expectations in the social space. Facebook has seen large declines in active participation in large established markets such as the US, Canada and the UK; B2B decision-makers are the most socially active consumers and the difference between real and digital life has disappeared.
With ever more technology at their fingertips and changing attitudes to media ownership, this article looks at how the Millennium generation (or Generation Y) of teens and young adults is embracing and shaping these innovations. Many trends among the Millennium generation, such as wireless communications, have been brewing for years and are just now becoming a reality, while others such as students owning tablets have come about because of swift advances in technology. Other trends include fans embracing live music performances as owning music is considered old fashioned and Generation Y eschews heavily branded clothing for more generic looking items.
To better understand people's mindsets regarding current technological and social evolutions and revolutions, Euro RSCG Worldwide surveyed 7,213 adults in 19 countries. Key observations include that the line between public and private is becoming increasingly blurred; many of people are feeling unbalanced and anxious about what's still to come; there is a push toward living with a combination of keeping current conveniences while holding fast to traditions and values that are in danger of disappearing; in developed markets, people are continuing to push back against hyperconsumption, seeking to accumulate experiences, skills, and beliefs rather than things.
The IPA Touchpoints 4 survey reveals how different age groups use the internet, and what they are using to access it, whether it is on a PC or laptop, smartphone or tablet. This piece illustrates the internet activity of 15 to 24 year-olds, and tracks what they are doing every half an hour in an average day. It also shows how attitudes to the internet are polarised by age, especially in terms of attitudes to privacy and being targeted by ads. It also looks at how it affects connectivity and behaviour now and how the rapid pace of change will affect the way we behave and consume media in the future.