ACTIVATION
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The age of engagement
With the New Year here, we’ve been buffing up our crystal ball and putting together Old Rosslyn’s Almanack for 2012. We see a number of marketing trends coming to the fore this year – principally driven by the need for brands to generate genuine engagement with their consumers.
These are trends we are witnessing as we activate EMEA and Global marketing plans on behalf of our clients, building up a valuable network of international contacts in the process. We can see what’s changing and we apply the broad lesson of generating genuine engagement to the service we provide. By outsourcing to us, our clients save time and money as well having the confidence that we’re working on their behalf with the best suppliers and producers in the market.
1. Content conquers all…
This year will see quality content establish itself even more clearly as a key marketing asset. Brands are becoming famous through the quality of content they produce as much as through the products and services they deliver. It’s a fact that’s driven by and contributes to a number of complementary trends – including those below.
2. Mobile marches on…
Smartphones and tablets are in more consumers’ hands than ever before. According to mobiThinking, 90% of the world’s population now lives somewhere with access to a mobile network – and 77% of the world’s population has a mobile subscription of some kind. Mobile is the way more and more consumers will source the content they want in 2012 – and it will become an increasingly important point of sale too.
3. Video hits fast forward…
eMarketer tells us that UK video advertising will grow by a compound annual rate of 65% over five years. By 2015, UK video online ad spending will reach $850 million, compared with $150 million in 2011. As a percentage of total online advertising, video will grow to 8.2% in 2015 from 2.1% in 2011. We believe it! Consumers love video because it’s accessible and it’s fun. Savvy brands will be giving their customers plenty more of this content in 2012 and beyond.
4. Social get serious…
It’s hard to believe that Facebook is just a little less than 8 years old. Since Mark Zuckerburg unleashed the social networking site on an unsuspecting world in February 2004, well over a billion people worldwide have embraced online networking through Facebook, Twitter, LinkedIn, G+ and other channels. There is no reason to suppose that this figure is going to do anything but get bigger. This is where brands need to be in the future – because this is where their audience already is.
5. Sourcing gets strategic…
We see promotions and incentives being strongly influenced by all of the above developments in the year ahead. Just as consumers are looking to be engaged with content that is relevant to their individual preferences and interests, so they will also expect brands to respect their individuality with bespoke and personalised promotional initiatives. Brands must show they know their consumer. We see client companies making increasing use of Near Field Communications (NFC), data capture and social CRM to make their promotional incentive campaigns personal and relevant. In short, embarking upon strategic promotional programmes rather than a series of one-off tactical initiatives as an integral part of putting a marketing plan into action.
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