5 Marketing Predictions for 2012
If you stick around long enough in the digital marketing business, you get to read a lot of these types of columns — one expert or another prognosticating about the future. If I had such a talent, my sense is that it would be put to best use in selecting next week’s lottery numbers. Like you, I have no crystal ball. But I have spent a great deal of my career meeting with marketers in search of innovative ways to acquire and retain new and existing customers, build lifetime value, and win back lost customers.
What follows are five digital marketing predictions for 2012 that are a direct result of numerous client and prospect meetings.
1. The year of the tablet. All of this is likely to occur in the next 13 months:
- the installed base of tablet devices will continue to grow exponentially;
- consumer adoption of tablets will continue to accelerate;
- new tablet devices will enable traditional print units to be displayed effectively;
- the rising cost of paper, printing and postage will continue to fuel marketers’ desire for more cost-efficient delivery formats;
- the web makes a comeback in terms of tablet applications; and
- the App Store still dominates, but will have new competition.
2. New demands for greater attribution analysis tools and methods. As a result, be prepared for the following:
- company finance departments will require greater proof and validation of cost efficiency;
- marketers will demand greater accountability from channels on media plan optimization; and
- there will be a new focus on integrated marketing proficiency and effectiveness.
3. Get mobile … and fast. The following trends around mobile will emerge next year:
- consumers will spend more time accessing and communicating via mobile devices;
- marketers will get their websites in shape to reap the benefits of the new mobile economy; and
- mobile search and advertising will ramp up dramatically.
4. Social media grows up. Here's what you can expect when it comes to social media marketing in 2012:
- most marketers will aggressively launch a new array of social strategies and programs;
- growth in social gaming will flatten out;
- marketers crack the code in terms of turning community building into measurable transactions; and
- websites will play second fiddle to social media destinations.