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 …