DIGITAL TRENDS FOR 2010
We recently passed the hat around the media team at ZEDO to see what people thought would be the hot topics for digital in the upcoming year 2010.
Whilst there are some old favourites in the mix, mobile and personalisation, the scope of these rather broadly talked about themes is now beginning to take on a more defined shape and it’s a little easier perhaps to now identify where this growth will actually come from.
Our list for trends to watch goes something like this:
Catch up TV will be big; Greater access to content and better in-home technology will see greater use of traditional media’s newly digitised services like Catch up TV & FOXTEL’s On-Demand services.
The FMCG category will finally grow ; This rather dormant category over the past few years has slowly gained confidence and has experimented with the opportunities digital represents. Into 2010 we expect to see some stakes firmly placed in the ground. Great news for consumers, great news for targeted media channels. For digital media teams it signals a return to planning again for audience over performance.
Engagement Engagement Engagement; Yes we know its an over used term. But increased understanding and use of social media and better measurement of audience perceptions via tools like our social listening services will help shape better, more memorable and fulfilling customer experiences online.
Personalisation and Targeting; (better, tighter and more of it). Performance marketing has to an extent become commoditised. The next layer and emerging trend will see the augmentation of this inventory via additional data layers allowing greater and more efficient targeting for specific consumer segments along the path to conversion.
Real Time search; (relevance and right now) Not much to say here, except that the land grab is already under way. Whether Twitter will claim line honours remains to be seen.
More mobile ; (applications & Smart phone driving mobile data use) The future is certainly heading down the smartphone route – Mobile applications, augmented reality, and development of useful tools, utilities and branded apps. Don’t forget good old SMS though – its not sexy but its still by far and simplest and most accessible and easy to use response mechanism available. We expect to see more mobiel response from traditional media channels.
Finally
Justifying digitial ROI ; This year will see agencies focus even harder on their clients campaign data. Cross channel advertising effectiveness, digital attribution modeling, path to conversion reporting will become more common ways of talking about reporting. This will lead to more efficient planning and better integrated campaigns.
What are your thoughts on 2010, please share your comments.
Team Zedo.
