Marketing Trends and Predictions for 2012 January 3, 2012Posted by Graham Sumioka in Content, Marketing, Technology.
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In an interesting exercise started by the Content Marketing Institute back in 2009, predictions from content marketing thought leaders are compiled then shared in an online publication. I wrote a quick summary of the predictions last year, and I have done so again this year. The latest version with predictions from over 75 contributors can be found here.
I will get to the 2012 predictions in a bit, but it would be a waste to not do a quick look back to see how the top 2011 predictions fared.
- Meaningful content will be king. True – Spoiler alert! This is still one of the top predictions for 2012, but that shouldn’t be too much of a surprise. Unless you are competing in a holiday light decorating contest, quantity is rarely valued above quality. For example, Facebook made several updates (not without controversy) over the past year that changed the type and frequency of content that appeared in user’s newsfeeds.
- Brands that direct resources to mobile marketing will win. True – A Comscore report from October of 2011 stated that 6.8% of all web traffic occurred via a mobile device. Smartphone user demographics make this seemingly small number a very sought after target market. Emarketer also reports that mobile usage is up over 30% from 2010 numbers.
- The focus on metrics and Return On Social Investment (ROSI) will be big in 2011. True (Sorta) - I agree that the focus was high in 2011, but it seems that little movement has been made towards a measurable standard. Various dollar amounts for the value of a Twitter follower, or Facebook like have been floated around, but the scrutiny around influence measurement tells me that marketers and their management are still on the hunt for the ROSI holy grail.
The popular marketing predictions for 2012 haven’t changed dramatically, but there are there are a few things to keep in mind as 2012 kicks off.