Warp Speed Ahead: Digital Marketing in 2011
ADOTAS – 2010: A year that saw the economy just starting to pick up its pace while our industry was moving at breakneck speed. If you stopped long enough to try and define things like “new media,” you probably missed out on the opportunities that followed.
Things move fast. And as we look ahead to 2011, we see five biggies that will significantly change both how we market to consumers and how consumers will interact with brands. Game changers, every one.
1. Evolving and converging form factors. Witness the melding of communications on a variety of devices and screens. Televisions providing internet access. The proliferation of tablets as video viewers, experiential gaming devices, and even TV remotes. The adoption rate of smartphones reaching critical mass and providing the much-anticipated potential for mobile marketing.
Not only does this evolution give us a bevy of connectivity, it also allows the opportunity to adapt our knowledge of how these devices relate to the brand experiences we create. We predict that this convergence will continue to evolve marketing opportunities beyond what is imaginable today. Pairing the right content formats with the right form factors will be critical.
2. Metrics matter more. With all of this potential coupled with tentative marketing budgets, accountability is going to be huge for marketers. Before spending a dime, we will be doing more research to gain audience insights.
In fact, we’ve already begun to see increases in usability studies for web, mobile, and on the tablet, coupled with primary research about audience attitudes and usage. We also see a bigger importance placed on metrics. With so many avenues available, proof of success will be paramount to repeatable processes.
3. Mobile. For real this time. For years we’ve heard about the promise of mobile marketing. For many brands, 2010 was the year it all began. 2011 will be the year that the mobile ecosystem can no longer be ignored by any of us.
At a very minimum, your customers expect your site to be mobile friendly. In the U.S. alone, 17% of the people have a handheld device that allows them to access the Internet. The more sophisticated the experience, the higher user expectations are pushed.
To marketers, the mobile space offers unique advantages and a rich array of channels that can be leveraged in integrated campaigns, all of them targeted at the smartphone, a highly personal device that brings with it a level of intimacy and a sense of personal power.
We predict that marketers will begin to acclimate to these mobile marketing channels, launching unique testing campaigns with the potential to lift brand perception and drive sales. This trend will begin more strongly in the consumer market and then, as it’s been with the greater mobile adoption, move into the business-to-business space.
4. Get serious about social. Social media was yesterday’s “new media.” What it’s become is a must-have part of the mix for consumer and business-to-business brand campaigns. We are already seeing social media participation trending upward, while personal use of email is trending downward. This shift is more evidence that we need to be following our audiences and engaging them where and when they spend their time.
It’s time to shift from a mind-set that places the centralized website as the end all be all. Instead, in 2011 we recommend that the centralized website should be seamlessly integrated with social media channels. Say hello to the baseline marketing standard for all brands: social.
5. Digital wallets. Our final prediction will have the biggest impact on businesses. As devices converge, we also see them becoming digital wallets. In 2010 this began to play out as three of the four largest U.S. mobile phone carriers formed a joint venture to allow subscribers to pay for retail items using their phones, instead of credit cards or other more traditional methods.
In addition, TV remotes will power television commerce (T-commerce) from living rooms everywhere. If you have an internet-connected TV, you’ll soon be able to shop online, on your flat screen. In fact, PayPal is working on something right now.
So hold on and watch as 2011 turns into one of the most interesting and fast-paced years ever for our industry. Converging communications channels; proliferation of devices; consumers connecting with business associates, friends, and family via social media; and the impulse of purchase coming to a device near you are big changes. Don’t blink.
Usability studies aren’t the most efficient way to measure metrics and test your sites (whether it’s a website, mobile site, tablet site, etc.) due to the inaccuracies of the studies and the time lapse between gathering results and implementing changes. Those who engage with a conversion optimization platform this year will be far ahead of the game than those just starting to dabble with usability studies.
However, I do agree mobile sites “can no longer be ignored” in 2011 and that testing mobile sites from the beginning will be the key to mobile marketing success.
Excellent points and insight here! Our company just changed its whole focus from offering traditional advertising products and services, to now only offering SEO and internet marketing services and consulting.
Leave a Comment
- Adknowledge Acquires Video Syndicator Giant Media March 10th 2014 KANSAS CITY, Mo. and LOS ANGELES, March 10, 2014 (ADOTAS) [...] more »
- Today’s Burning Question: Instagram’s $100 Million Ad Deal with Omnicom March 10th 2014 ADOTAS – This past Friday, Advertising Age reported that Omnicom [...] more »
- PointRoll’s Social Engager Leverages Multi-Source Data to Alter Creative on the Fly for Mobile Facebook & Twitter Users March 10th 2014 AUSTIN, March 10, 2014 (ADOTAS) — Advertisers can engage prospective [...] more »
- Bitly Adds New Leadership, Partners with Moz for Inbound Link Marketing Intelligence March 10th 2014 NEW YORK, March 10, 2014 (ADOTAS) – Bitly, the company [...] more »
- RadiumOne Appoints New CFO As Rapid Growth Continues March 10th 2014 SAN FRANCISCO, March 9, 2014 (ADOTAS) – RadiumOne, the leading global [...] more »
- Blue Calypso’s DashTAGG Chosen as ad:tech San Francisco Official Mobile Gamification Platform March 10th 2014 DALLAS, March 10, 2014 (ADOTAS) – Blue Calypso, Inc. (OTCBB:BCYP), [...] more »
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing March 7th 2014 AUSTIN, March 7, 2014 (ADOTAS) –- Kenshoo, the global leader in [...] more »
- The Programmatic Future: Automation Poised to Dominate Video Ad Buying March 10th 2014
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- Today’s Burning Question: Instagram’s $100 Million Ad Deal with Omnicom - Responsivemts | Responsivemts: [...] Tech Companies Must Improve EncryptionThe (Important) SXSW Panels You Missed, Explained by CartoonsToday’s Burning
- Bitly Adds New Leadership, Partners with Moz for Inbound Link Marketing Intelligence - Responsivemts | Responsivemts: [...] Live Video: Edward Snowden at SXSWSheryl Sandberg Teams Up With Beyonce to Ban
- Finding Your Brand Advocates, Are You Ready for Super Bowl Sunday? - Inside CXM: [...] Theresa Trevor, Adotas, offers 5 simple rules to motivate brand advocates: [...]
- Study: Consumers Want a More Personalized Mobile Home Screen | Isupon: [...] ADOTAS – New research from mobile analytics company Flurry shows noteworthy growth in the use