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Colmar Brunton & Millward Brown’s Digital Predictions For 2012

As we rapidly speed towards the end of the year and scurry to get the last bits of creative out the door before we head off on our Christmas breaks, I took some time today to consider the year ahead after reading Colmar Brunton & Millward Brown’s digital predictions for 2012. Whilst it’s impossible to be truly accurate with these predictions, it’s exciting to think about the trends that will potentially be shaping our projects in the year to come. With technology changing so rapidly, alot can happen in 12 months time! Here’s their list:

#1 Gamification Unlocked: Big Brands become even more playful

This concept has close ties with behavioural economics, applying gaming mechanics to non game situations. The trick is to bake them in and do it in such a way that it doesn’t feel like a game. For example, bonus reward points randomly offered on purchases.

#2 Just Tap It! Wide spread adoption of the mobile wallet

We’ve always got our phones with us, we will start to see its functionality enhanced enabling practicality. It could be used as a payment system, a means of I.D, drivers license or even keys to unlock our car.

#3 Virtual Togetherness: TV & Social Media will fuel an explosion in tools, technologies & platforms for interaction and research

People will be able to engage with shows in new and interesting ways. TV viewing habits are often influenced by our friends so the social graph could be leverage as a program guide. Could have an impact on how we view TV Ratings also.

#4 Online Video: Invades the living room

Google TV & Apple TV have already had a stab at this, but as TVs become internet enabled we will be able to access more and more content from the web with it.

#5 Mobile Marketing: Will become more social & local than ever before

Success in this space will combine relevance, location and timing of the content intertwined with social. Care must be taken about appearing intrusive here as people have very close relationships with their mobile phones and don’t take well to being pushed content they don’t want.

#6 Growth: The only App trend that really matters

Looking beyond Apples app store, we see Android market steadily growing. Apps could be pulled accross multiple devices from mobile to tablet to PC and TVs. In App advertising will grow and morph into richer content and video.

#7 Social CPG e-commerce: Tiptoeing between engagement and marketing leads us back to traditional marketing vehicles

Care must be taken not to turn the social space into just another selling opportunity but it may offer the chance to build awareness, trial, sample and coupon.

#8 The Social Graph will generate meaningful data for brand measurement

The social graph generates an unprecented amount of consumer data that can be used both for consumer insight and a real time barometer of consumer opinion.

#9 Regulators narrow their focus as consumers pay the real price for “free” access

With information sharing essentially being the cost of entry to networks, the financial implications of how information is managed and protected may come in to play.

#10 The arrival of Seamless Sharing

The share button will continue to spread throughout the online space, being able to share a peice of content is just naturally expected. Those who produce the most interesting content will gain the most earned media through this mechanism.

#11 China will see “One Stop Shop” convergence of micro-blogging, social networks & information portals

New forms of micro-blogging which integrate facets of social networks are taking off.

#12 Online Advertising: Real-time decision making takes centre stage

We want data and we want it right away. Successful strategies here will involve being able to adapt efficiently to real time information in combination with insight, analytics and creative execution. As a side note, Google Analytics just launched real time stats for your page.

Colmar Brunton & Millward Brown’s digital predictions for 2012 Report

Here’s to an exciting 2012!

Alex