Happy New Year from 8&4!!
For the world of digital, 2012 is going to be a very exciting year. Find out why in our Key Trend report!

The year of Mobile

Mobile has made huge progress this year, with the introduction of Siri, mobile advertising and mobile sites on the rise and dramatic steps forward with mobile payments – the progress isn’t going to stop in 2012.

• gesture recognition has already worked it’s way into gaming stations such as Kinect and Xbox, but 2012 could be the year for gesture-based mobile phone control to really take hold! Nokia have been submitting patents for touch-free navigation since 2008 – and the technology has finally caught up. We’re thinking hand gestures will be the first step – but there are many rumours about eye-controlled screens.

• Google Mobile Wallet already has many thousands of merchants accepting their NFC (Near Field Communication) technology. As is expected, the whole industry will follow! A key social advancement this year will be much of the world accepting this technological advancement into their lives and payments using your mobile phone becoming the norm!

 Gamification

 

“The scale of the audience accessible through gaming is simply staggering. In terms of potential reach, it rivals television as a medium“ Adam Klienberg

Gamification has had a bit of a tough start, with many not recognising the relevance to Marketing, and treating it as a fad. If indeed it is a fad, then it will be the fad of 2012 amongst marketeers attempting to engage their audiences online.

Gamification isn’t games, it’s about applying game based thinking to your brand, business or organisation. Game play itself stimulates the human brain and releases dopamine, and these proven mechanics can be brought into marketing – especially mobile marketing. Games are about pleasure, and pleasure is the new marketing – one dimension that Gabe Zicherman (runs the gamification summit) argues is extremely powerful.

So if it isn’t games, what is it then? Gabe Zicherman describes it as “using game thinking and mechanics to engage an audience and solve problems”. We define it simply as applying a gaming mentality to consumer lifestyle, via the brand.

For examples of gamification in action, visit http://mashable.com/2011/07/18/gamification-marketing/#206073-Ribbon-Hero

Google+

Whilst facebook continues to dominate social media, there has been a great deal of backlash on the most recent design upgrade – ‘Timeline’. Although this will unlikely cause a huge number of people packing up their facebook life and moving on, there is talk that Google+ will benefit from all of these disgruntled users that ‘still want to be active on a social media platform they are comfortable with (Marketing Week).

Google+ has been fairly quiet since it’s recent launch, seemingly just gradually gathering users and calmly existing. However, with the recent addition of brand pages, and further features plus mass scale integration on the horizon, Google+ is set to be intimidatingly huge this year.

As Marketing Week worded it:

“Just as it is so important for brands to be visible on Apple’s platforms, next year marketers would be wise to ensure they are part of every feature of Google’s increasingly walled garden too.”

Video marketing

Video marketing is certainly not new for 2012, but did you know that youtube is the second largest search engine in the world? This year marketeers will be seriously upping their video marketing game.

Youtube shared content appears to be mostly music, however, the virals frequently come from brands, organisations and businesses. Don’t get us wrong though – you can’t create a viral, a viral just happens. You can however, create video content that stands out, is relevant and engaging enough to help drive favourability and conversion… and just maybe go viral

For B2B brands, creativity still applies. Try not to be too corporate, invest in something different and be creative to see real results.

Smart TV

The digital switch over is predicted to prompt a surge of sales of the Smart TV.  Smart TV is a whole new platform for Social Media, meaning that veiwers can share and comment on media content via Facebook and Twitter.

Whilst only 10 marketers had Smart TV strategy as of October 2011 – other agencies will have to jump on the band wagon very quickly as the Smart TV offers the opportunity for brands to create their own apps and appear on homescreens.

Digital > Direct

It’s Digital Marketing’s time to shine this year. The real importance of digital has been quite quickly picked up by larger corporations, but the focus (and the budget!) for larger corporations has still been very much on direct marketing.

Whilst Digital Marketing’s much older and more established counterpart – direct marketing, can’t be discounted completely (by any means!), digital has become both a more established marketing option, and it now seems that 2012 will be the year for investing in digital. Investment well spent, we say!

Posted by eight&four on 16 Jan, 2012 at 11:00 am