Here is the Forecast for 2011 – Part 2

And here’s the rest of the 11 predictions for 2011:

6. Mobile. Each of the last 10 years has been heralded the Year of Mobile. What makes 2011 different is not reach (the UK already has more mobile devices than people) or even smartphone uptake (although that will accelerate), it is usage by most people, increasingly using mobiles to search, shop, research brands and prices. Brands that don’t understand the small screen will suffer, those that make it easy to connect and buy on the move will thrive.

7. Social commerce – coming together to buy in groups – will start to take off. Get your Facebook friends to buy the same thing, and the price for all will come down. Or try Groupon’s successful deal-of-the-day model. Facebook has become the new shopping mall, e-commerce changes all over again.

8. In an ever more pressured society, simplicity will win in communications as much as elsewhere.

9. 4G. No this isn’t the comedy item on the list. The next generation of mobile broadband is already rolling out across Scandinavia, the USA and  Japan, with O2 already having test areas up and running in the UK. So will 4G change your life? If you need Coronation Street in HD live streamed to your mobile, then yes. Otherwise, set your Sky+ like the rest of us.

10. Google’s absolute dominance will start to wane. Now there’s a foolhardy prediction surely? But I am not alone in thinking time is ripe for competition. Social search will come to mean much more – as our friends’ recommendations mean much more to us than the Googleplex’s views. And new search options (and I don’t just mean Bing) will start to gain critical mass – try Blekko or Yandex for a glimpse of the future of search.

11. Lists will be bigger than ever. Need traffic? Want readers? Seek acclaim? Write it in a list  and people will read. Lists hold readers’ attention – as you’ve just proved….

Have a great start to the New Year and here’s to a prosperous one for all who sail in it.

Here is the forecast for 2011

11 predictions for 2011 in marketing – part 1:

1.  The end of digital marketing. Yes, the end, not the continued growth, nor the high point. Because we’ve moved from digital marketing to marketing for a digital age. Because now digital is everywhere, it no  longer makes sense to bracket digital spend from other “channels”. The AAR reported that last year the number of digital pitches decreased by 33%, which compared to 21% across the whole industry. From now on it’s just marketing….

2. …. Which is why Integrated is my next theme of the year. Integrated pitches, integrated campaigns and integrated strategic thinking will define 2011, filling the vacuum left by “digital marketing” and defining effective communications. Success this year will be about ideas that work across platforms, making best use of mobile, or consumers’ use of social media, or understanding how people use radio today. Call it transmedia, cross-platform, multi-channel – winning marketing will be what engages people in the mood, mode and context of their day.

3. Honeysuckle. That’s the colour of 2011. Don’t take my word for it – this is why the Pantone Colour Institute reckons honeysuckle is setting the tone for the year: “A Color for All Seasons. Courageous. Confident. Vital. A dynamic reddish pink, Honeysuckle is encouraging and uplifting. It elevates our psyche beyond escape, instilling the confidence, courage and spirit to meet the exhaustive challenges that have become part of everyday life.” My feelings exactly.

4. Social media marketing spend will finally start to catch up with social media use. P&G’s Pepto Bismol is the latest brand to take a tonic to get over indulgence in offline media – switching from 80% of its budget focused on offline marketing to 80% on social media marketing.

5. 3DTV will move from the ridiculous to the periphery in 2011. That’s a long way short of mainstream, but it’s on the path towards becoming normal. There’s nothing normal about those glasses of course, so wait until 2012 and glasses-free 3D before it really hits its stride.  But start trying 3D marketing in the meantime.

Part 2 follows tomorrow, including social commerce, 4G mobile networks and the importance of lists …